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1、China Market Study1st draft proposalMarch2002,SRF Limited,2,Background,SRF Limited(SRF)is planning to expand its business and capture a share of the refrigerants(HCFC/Refrigerant 22,HFC/Refrigerant 134a)market in China.To achieve this objective,SRF Limited realizes that it must have an adequate unde
2、rstanding and assessment of the refrigerants market in China.Consequently,SRF limited has met with PwC in Shanghai discussing the market study requirements and requested a proposal from PwC.Based on our understanding of SRF Limiteds objectives and meetings with SRF limited,we have developed this 1st
3、 draft proposal for SRF Limited to review.,3,Overall Objectives,To help SRF limited assess current and near future(year 20022007)conditions and dynamics in Chinas refrigerants(HCFC22&HFC134a)markets regarding to the followings:Potential market size/demand Segmental markets Customer study Competitive
4、 landscape Distribution structure Raw materials supply Macro conditions/trends,4,Focus Subjects*,According to our meetings with SRF Limited in Shanghai,we have determined that following areas will be our main focus areasThis will not preclude possible gathering of other relevant market important to
5、SRF Limited when time and budget permit,Potential Market Size/Demand Market size in China in the year 2002 to 2007 Key market features and drivers of demand Current&future demand/supply scenario,Segmental Markets The standards to segment Market size of each segment Prices patterns in each segment Qu
6、ality of various brands in the market Packaging preference across segments Credit terms in the market,Customer Studies Identifications of unsatisfied customer needs Value proposition for different customer segments Key buying factors Where to buy,*The specifics will be determined in Phase One togeth
7、er with SRF.We will concentrate on the list of issues SRF has provided to us although we cannot guarantee that all issues can be sufficiently covered before the research is actually in process.,Competitive Landscape Capacity and market share Distribution structure Strengthens and weakness Future pla
8、ns Cost of manufacturing and margins in these products,Distribution Structure Distribution tree indicating volumes and prices at various levels Packaging and distribution methods at different points of the value chain Value addition and costs incurred at each point of distribution before it reaches
9、the end customer Profile of key distributors and retailers Key recent trends of distribution structure,Raw Materials Supply Availability of critical raw materials The key suppliers The total production volume The qualities The mainstream prices of the critical materials and the trends,General Inform
10、ation Macroeconomics Overall industry Trends Regulatory,5,Research Target Original Charge Market(General),On doing regional researches,we will focus our primary studies on Tianjin,Qingdao,Shanghai,Guangdong,Hubei,Shenyang,Zhejiang,Jiangsu,but we will reach out to key customers and competitors outsid
11、e the region when necessary.If SRF wants to do this market research nationwide,our desktop and primary research will target all regions in the country including the Regional area.,Scope,National,Regional,6,Research Target Original Charge Market:Air-conditioner Makers,On doing regional researches of
12、the air-conditioner maker markets,we will focus target primary research on Shanghai,Jiangsu,Zhejiang,Guangdong,and Qingdao.But we will reach out to key customers and competitors outside the region when necessary.If SRF decides to expand this market research to the national scope,our desktop and prim
13、ary research will target all regions in the country including the regional area.,Scope,National,Regional,7,On doing regional researches of the refrigerator maker markets,we will focus target primary research on Shanghai,Jiangsu,Zhejiang,and Qingdao,and Guangdong.But we will reach out to key customer
14、s and competitors outside the region when necessary.If SRF decides to expand this market research to the national scope,our desktop and primary research will target all regions in the country including the regional area.,Scope,National,Regional,Research Target Original Charge Market:Refrigerator Mak
15、ers,8,On doing regional researches of the automobile industry markets,we will focus target primary research on Shanghai,Tianjin,Guangzhou,Shenyang,and Wuhan.But we will reach out to key customers and competitors outside the region when necessary.If SRF decides to expand this market research to the n
16、ational scope,our desktop and primary research will target all regions in the country including the regional area.,Scope,National,Regional,Research Target Original Charge Market:Auto Air-conditioner Makers,9,Research Target Replacement Market,On doing the regional researches,our primary research foc
17、us will be on Shanghai,Jiangsu,and Zhejiang,but we will reach out to key customers and competitors outside the region when necessary.If SRF decides to do this market research to nationwide,our desktop and primary research will target all regions in the country including the Regional area.,Scope,Nati
18、onal,Regional,10,Research Target Raw Materials Supply,Regarding to the requests of SRF,on doing the researches,we will restrict our studies to current and future availability and price of those materials.We will do the researches mainly on desktop.If needed,we will also reach out to some key supplie
19、rs for useful message.,11,Our Approach/Phases,Based on our understanding of the SRFs strategic objectives for China,our overall project approach is as set out below:,Phase 2Desktop/PrimaryResearch,Phase 1Project/TeamPreparation,Market PotentialSize/Demand,Distribution Structure,Competition,Regulator
20、yEconomySocial,Phase 3 Comprehensive Analysis,Customer Behavior,Phase 4Interim/FinalReport,Raw Materials,Segmental Markets,12,Phase 1Team mobilization and projectpreparation,Establish research guidelines,mobilize all necessary resources and conduct team training Discuss with SRF Limited staff to con
21、firm specific research issues,review analytical models/logic,sampling approach and design necessary interview questionnaires Establish preliminary contacts with the potential interviewees;make field research/trip plans and arrangement Conduct trial interviews to evaluate the questionnaires and analy
22、ze feedback ascertaining whether we will be able to get the information we need.Develop data/table templates for research information input and analysis,13,Since all specific research tactics and strategies will be determined in Phase 1 which will have a critical impact on what kind of results SRF m
23、ay expect to receive from us.We will put in a“Safeguard Firewall”between Phase 1 and actual desktop and primary research phase.This is to ensure that our research efforts will focus on the right issues.We will proceed to the research phase UNLESS SRF has confirmed our analytical models/logic and res
24、earch questionnaires.,Project Safeguard,14,Phase 2Desktop andPrimaryResearch,Focusing on the list of key issues SRF has provided tous,we will start all relevant research in this phase:Select specific primary research survey sample of different target segments as set out below.Carry out the primary r
25、esearch survey mainly in Regional Area but reach out to the other key targets if necessary in cities and regions outside of the Area.If requested by SRF to do nationwide researches,we will expand our research scope accordingly.,15,Phase 3Comprehensive analysis,To perform a comprehensive data/informa
26、tion analysis on the following subjects and the specific issues SRF is most interested in.,Potential Market Size/Demand Market size in China in the year 2002 to 2007 Key market features and drivers of demand Current&future demand/supply scenario,Segmental Markets The standards to segment Market size
27、 of each segment Prices patterns in each segment Quality of various brands in the market Packaging preference across segments Credit terms in the market,Customer Studies Identifications of unsatisfied customer needs Value proposition for different customer segments Key buying factors Where to buy,Co
28、mpetitive Landscape Capacity and market share Distribution structure Strengthens and weakness Future plans Cost of manufacturing and margins in these products,Distribution Structure Distribution tree indicating volumes and prices at various levels Packaging and distribution methods at different poin
29、ts of the value chain Value addition and costs incurred at each point of distribution before it reaches the end customer Profile of key distributors and retailers Key recent trends of distribution structure,Raw Materials Supply Availability of critical raw materials The key suppliers The total produ
30、ction volume The qualities The mainstream prices of the critical materials and the trends,General Information Macroeconomics Overall industry Trends Regulatory,16,Phase 4 Interim/Final Report,Validate,cross-check and evaluate our research findings/conclusions Prepare draft report layout and write a
31、preliminary market report We would like to hold an interim presentation or meeting with SRF Limited to present our draft report and findings.Based on the objectives and focus issues set out for this project and feedback from the interim presentation,we will revise and present the final report.,Havin
32、g outlined our approach above,SRF Limited needs to be aware of the legal constraints in how and what firms can or cannot do to obtain and search for some business information in China.Because of these constraints,we will not collect any information considered by the Chinese government to be confiden
33、tial and we will abide by the concerned regulations on doing market research in China.,17,Key Final Deliverables,Final MarketReport,Our report will cover SRFs list of key issues as much as possible in addition to the other important subjects.,Potential Market Size/Demand Market size in China in the
34、year 2002 to 2007 Key market features and drivers of demand Current&future demand/supply scenario,Segmental Markets The standards to segment Market size of each segment Prices patterns in each segment Quality of various brands in the market Packaging preference across segments Credit terms in the ma
35、rket,Customer Studies Identifications of unsatisfied customer needs Value proposition for different customer segments Key buying factors Where to buy,Competitive Landscape Capacity and market share Distribution structure Strengthens and weakness Future plans Cost of manufacturing and margins in thes
36、e products,Distribution Structure Distribution tree indicating volumes and prices at various levels Packaging and distribution methods at different points of the value chain Value addition and costs incurred at each point of distribution before it reaches the end customer Profile of key distributors
37、 and retailers Key recent trends of distribution structure,Raw Materials Supply Availability of critical raw materials The key suppliers The total production volume The qualities The mainstream prices of the critical materials and the trends,General Information Macroeconomics Overall industry Trends
38、 Regulatory,18,Estimated Fee,Based on the PwC standard charge rates,time including travel required,professional people involved,scope of the work set out,difficulty level and availability or access to certain amount of market/business information from SRF Limited as listed in the email messages,the
39、total estimated professional fee is as follows:The total fee(excludes 5%Chinese business tax and out of pocket expenses necessarily incurred,such as hotel,travel,meals and obtaining necessary information from 3rd parties)will be billed separately on actual basis.Total out of pocket expenses will be
40、capped at 15%of the total professional fee.This does not include possible fees required to obtain necessary information from any 3rd party,we will get your approval in advance before making any such information purchases.,Regional Study,National Study,US$54,630*,US$62,510,*There will be certain amou
41、nt of necessary fixed time investment such as development of models,strategies,questionnaire design,etc.which will not change very much if the study is national.Charge rates and detailed fee breakdowns can be provided upon request.,19,Terms of Payment,We will issue four fee notes:#1.30%of the total
42、professional fee+tax(when contract signed)#2.40%+OPEs+tax(end of Phase 3)#3.20%+OPEs+tax(end of Phase 4)#410%+OPEs+tax(after final report)If SRF Limited decides to change the scope of the project at any time or introduces delays,we reserve the right to review the fee estimate as quoted or the projec
43、t scope as proposed.Should SRF Limited accept this proposal,fees and terms of payment,a letter of engagement will need to be signed before we formally launch the project.,20,Estimated timetable*,*Actual time will vary depending on the circumstances and possible unexpected events we may encounter.,Th
44、e following chart proportionally reflects how time will be spent in the process of carrying out the project:,Total Project Time,Phase 1,Phase 2,Phase 3,National Study,Phase 4,Regional Study,30-35 work days,25-30 work days,21,Core Staff/Qualification,Our market research/due diligence team comprises h
45、ighly educated and dedicated professionals of different disciplines,competitive analytical,communication skills and broad industry based research experience.The project core team will be supported by a number of other staff in carrying out the project,the support staff may be based in our other 6 of
46、fices in China.,22,Ying Xiao Senior manager Ying is a native Chinese with advanced degrees in economics from the US universities and spent over 17 years in the US studying,teaching at universities and doing China business consulting.Since 1990,Ying has been involved with China market entry research
47、and strategy consulting services.While in the US,he ran a China consulting business for 3 years and created an Executive Newsletter for US business executives.Ying was a regular guest speaker on the Money Radio in Los Angeles discussing China business issues and economy live on the air.Ying joined P
48、rice Waterhouse(now PricewaterhouseCoopers or PwC)in 1996 and helped PwC set up a China Market Research Department in Shanghai.He has been in charge of the department since then.Over the past 6 years,his consulting and research experience has covered a wide range of industry sectors such as auto,ban
49、king,leasing,insurance,consumer/industrial products,high-tech,internet,media/communication and power;and Ying has worked with many foreign multinationals as well as large local companies including Fiat Auto,Philips,Aegon,LOreal,Colonial Mutual,and Haier.Ying will be in charge of this project.,23,Lei
50、 MaWith a Master degree in Financial Services from the Glasogow Claedonian University,Lei has extensive market research experience in medical,consumer products,auto and insurance.With her overseas education and work background,Lei has strong skills in research analysis,understanding foreign and loca
