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The findings and assumptions of the Market Assessment are critical to the Business Plan. EWA puts clients together with select, qualified Market Assessment firms that can develop an in-depth understanding the market characteristics of the target Asian country. EWA assessment partners are typically in-country, have been established for several years and are managed by western executives trained at leading U.S. research or marketing organizations. Assessments are designed according to the client's needs and objectives and typically cross product, customer and geographical markets, providing solid market research that demystifies local markets and improves planning and decision-making. These reports typically address the following key planning factors:
- Consumption and Demand Trends
- Key Product Feature Requirements
- Leading Customer Profiles
- Barrier to Entry Factors
- Sector by Sector Characteristics ("Deep Dive")
- Distribution
- Imports and Exports
- Regulatory or Other Trade Issues
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Qualitative research is at the core of any EWA-approved Market Assessment Process. Partner qualitative research methodologies will include in-depth interviews, led by experienced researchers living in the target country and fluent in the local language.
While some interviews are conducted over the phone, EWA Market Assessment Partners place more weight on person-person interviews with customers, competitors, suppliers, industry experts and the relevant government authorities. Desktop research is conducted at the outset of the assessment to quickly and cost-effectively characterize the structure and dynamics of the target market and identify any major market entry barriers such as regulatory constraints.
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Prior to beginning a Market Assessment, EWA will arrange a meeting of representatives from the client company and the market assessment firm to identify the primary deliverables for the Market Assessment Report. EWA's goal is to provide clients with comprehensive and actionable market information that improves Business Case assumptions and supports the client's overall Business Plan.
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