《普华永道ProposalSRF020313》由会员分享，可在线阅读，更多相关《普华永道ProposalSRF020313（24页珍藏版）》请在金锄头文库上搜索。
1、For SRF Limited Internal Review OnlyChina Market Study1 1stst draft proposal draft proposalMarchMarch20022002SRF Limited1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 2BackgroundSRF Limited (SRF) is planning to expand its business and capture a share of the refrigerants (HCFC /Ref
2、rigerant 22, HFC/Refrigerant 134a) market in China.To achieve this objective, SRF Limited realizes that it must have an adequate understanding and assessment of the refrigerants market in China. Consequently, SRF limited has met with PwC in Shanghai discussing the market study requirements and reque
3、sted a proposal from PwC. Based on our understanding of SRF Limiteds objectives and meetings with SRF limited, we have developed this 1st draft proposal for SRF Limited to review.1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 3Overall ObjectivesOverall ObjectivesTo help SRF limite
4、d 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 landscape Distribution structure Raw materials supply Macro conditions /
5、 trends1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 4Focus Subjects*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 impor
6、tant to SRF Limited when time and budget permitPotential Market Size / Demand Market size in China in the year 2002 to 2007 Key market features and drivers of demand Current & future demand / supply scenarioSegmental Markets The standards to segment Market size of each segment Prices patterns in eac
7、h segment Quality of various brands in the market Packaging preference across segments Credit terms in the marketCustomer Studies Identifications of unsatisfied customer needs Value proposition for different customer segments Key buying factors Where to buy*ThespecificswillbedeterminedinPhaseOnetoge
8、therwithSRF.WewillconcentrateonthelistofissuesSRFhasprovidedtousalthoughwecannotguaranteethatallissuescanbesufficientlycoveredbeforetheresearchisactuallyinprocess.Competitive Landscape Capacity and market share Distribution structure Strengthens and weakness Future plans Cost of manufacturing and ma
9、rgins 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 the end customer Profile of key
10、 distributors and retailers Key recent trends of distribution structure Raw Materials Supply Availability of critical raw materials o The key suppliers o The total production volumeo The qualities The mainstream prices of the critical materials and the trends General Information Macroeconomics Overa
11、ll industry Trends Regulatory1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 5Research Target Original Charge Market (General)Research Target Original Charge Market (General)On doing regional researches, we will focus our primary studies on Tianjin, Qingdao, Shanghai, Guangdong, Hu
12、bei, Shenyang, Zhejiang, Jiangsu, but we will reach out to key customers and competitors outside 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. ScopeNationalRegionalPr
13、imaryResearchAir conditioner producersSales agentsIndustry expertsRefrigerator producersDesktop ResearchIndustryAssociationsExpertsPublicationsReportsInternetOnlineIndustry officialsCompetitorsGovernment officialsAuto air-conditionermakers1st draft proposalSRF LimitedFor SRF Limited Internal Review
14、Only 6Research Target Original Charge Market: Research Target Original Charge Market: Air-conditioner Makers Air-conditioner MakersOn doing regional researches of the air-conditioner maker markets, we will focus target primary research on Shanghai, Jiangsu, Zhejiang, Guangdong, and Qingdao. But we w
15、ill 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 primary research will target all regions in the country including the regional area. ScopeNationalRegionalPrimaryResearchAir conditio
16、ner producersIndustry expertsPost-saleServices Desktop ResearchIndustryAssociationsExpertsPublicationsReportsInternetOnlineIndustry officialsCompetitorsGovernment officials1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 7On doing regional researches of the refrigerator maker market
17、s, we will focus target primary research on Shanghai, Jiangsu, Zhejiang, and Qingdao, and Guangdong. 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 primary research will ta
18、rget all regions in the country including the regional area. ScopeNationalRegionalPrimaryResearchIndustry expertsRefrigerator producersDesktop ResearchIndustryAssociationsExpertsPublicationsReportsInternetOnlineIndustry officialsCompetitorsGovernment officialsPost-saleServices Research Target Origin
19、al Charge Market: Research Target Original Charge Market: Refrigerator Makers Refrigerator Makers1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 8On doing regional researches of the automobile industry markets, we will focus target primary research on Shanghai, Tianjin, Guangzhou,
20、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 national scope, our desktop and primary research will target all regions in the country including the regional area. ScopeNationalRegion
21、alPrimaryResearchIndustry expertsPost-salesServicesDesktop ResearchIndustryAssociationsExpertsPublicationsReportsInternetOnlineIndustry officialsCompetitorsGovernment officialsAuto air-conditioner producers Research Target Original Charge Market: Research Target Original Charge Market: Auto Air-cond
22、itioner Makers Auto Air-conditioner Makers1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 9Research Target Replacement MarketResearch Target Replacement MarketOn doing the regional researches, our primary research focus will be on Shanghai, Jiangsu, and Zhejiang, but we will reach
23、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. ScopeNationalRegionalPrimaryResearchCustomersDistributorsIndustry expe
24、rtsDesktop ResearchIndustryAssociationsExpertsPublicationsReportsInternetOnlineIndustry officialsCompetitorsGovernment officials1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 10Research Target Raw Materials SupplyResearch Target Raw Materials SupplyRegarding to the requests of SRF
25、, 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 suppliers for useful message.Desktop ResearchIndustryAssociationsExpertsPublicationsRepor
26、tsInternetOnline1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 11Our Approach / PhasesOur Approach / PhasesBased on our understanding of the SRFs strategic objectives for China, our overall project approach is as set out below:Phase 2Desktop / PrimaryResearchPhase 1Project / TeamP
27、reparationMarket PotentialSize / DemandDistribution StructureCompetitionRegulatoryEconomySocialPhase 3 Comprehensive AnalysisCustomer BehaviorPhase 4Interim / FinalReportRaw MaterialsSegmental Markets1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 12Phase 1Team mobilization and pro
28、jectpreparation Establish research guidelines, mobilize all necessary resources and conduct team training Discuss with SRF Limited staff to confirm specific research issues, review analytical models / logic, sampling approach and design necessary interview questionnaires Establish preliminary contac
29、ts with the potential interviewees; make field research / trip plans and arrangement Conduct trial interviews to evaluate the questionnaires and analyze feedback ascertaining whether we will be able to get the information we need. Develop data / table templates for research information input and ana
30、lysis1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 13Since all specific research tactics and strategies will be determined in Phase 1 which will have a critical impact on what kind of results SRF may expect to receive from us. We will put in a “Safeguard Firewall” between Phase 1
31、 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 research questionnaires.Project SafeguardPhase 1ResearchpreparationSRFSafeguard
32、FirewallAll otherPhasesPhase 2Desktop andPrimaryResearch1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 14Phase 2Desktop andPrimaryResearchFocusing on the list of key issues SRF has provided tous, we will start all relevant research in this phase:Select specific primary research su
33、rvey sample of different target segments as set out below. Carry out the primary research 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 a
34、ccordingly.PrimaryResearchAir conditioner producersSales agentsIndustry expertsRefrigerator producersDesktop ResearchIndustryAssociationsExpertsPublicationsReportsInternetOnlineIndustry officialsCompetitorsGovernment officialsAuto air-conditioner makers1st draft proposalSRF LimitedFor SRF Limited In
35、ternal Review Only 15Phase 3Comprehensive analysis To perform a comprehensive data / information 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
36、 Current & future demand / supply scenarioSegmental 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 marketCustomer Studies Identifications of unsatisfied cust
37、omer needs Value proposition for different customer segments Key buying factors Where to buyCompetitive Landscape Capacity and market share Distribution structure Strengthens and weakness Future plans Cost of manufacturing and margins in these products Distribution Structure Distribution tree indica
38、ting 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 and retailers Key recent trends of distribution structure
39、 Raw Materials Supply Availability of critical raw materials o The key suppliers o The total production volumeo The qualities The mainstream prices of the critical materials and the trends General Information Macroeconomics Overall industry Trends Regulatory1st draft proposalSRF LimitedFor SRF Limit
40、ed Internal Review Only 16Phase 4 Interim / Final Report Validate, cross-check and evaluate our research findings / conclusions Prepare draft report layout and write a preliminary market report We would like to hold an interim presentation or meeting with SRF Limited to present our draft report and
41、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.Having outlined our approach above, SRF Limited needs to be aware of the legal constraints in how and what firms can or cannot do to obt
42、ain 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 confidential and we will abide by the concerned regulations on doing market research in China.1st draft proposalSRF LimitedFor SRF Limit
43、ed Internal Review Only 17Key Final DeliverablesKey Final DeliverablesFinal MarketReportvOurreportwillcoverSRFslistofkeyissuesasmuchaspossibleinadditiontotheotherimportantsubjects.Potential Market Size / Demand Market size in China in the year 2002 to 2007 Key market features and drivers of demand C
44、urrent & future demand / supply scenarioSegmental 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 marketCustomer Studies Identifications of unsatisfied custom
45、er needs Value proposition for different customer segments Key buying factors Where to buyCompetitive Landscape Capacity and market share Distribution structure Strengthens and weakness Future plans Cost of manufacturing and margins in these products Distribution Structure Distribution tree indicati
46、ng 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 and retailers Key recent trends of distribution structure R
47、aw Materials Supply Availability of critical raw materials o The key suppliers o The total production volumeo The qualities The mainstream prices of the critical materials and the trends General Information Macroeconomics Overall industry Trends Regulatory1st draft proposalSRF LimitedFor SRF Limited
48、 Internal Review Only 18Estimated FeeEstimated FeeBased 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
49、 in the email messages, the 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. T
50、otal out of pocket expenses will be 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 StudyNational StudyUS$ 54,630*
51、US$ 62,510*Therewillbecertainamountofnecessaryfixedtimeinvestmentsuchasdevelopmentofmodels,strategies,questionnairedesign,etc.whichwillnotchangeverymuchifthestudyisnational.Chargeratesanddetailedfeebreakdownscanbeprovideduponrequest.1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 1
52、9Terms of Payment Terms of Payment We will issue four fee notes:#1.30% of the total 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
53、 time or introduces delays, we reserve the right to review the fee estimate as quoted or the project 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.1st draft proposalSRF Limite
54、dFor SRF Limited Internal Review Only 20 Estimated timetable* Estimated timetable* Actual time will vary depending on the circumstances and possible unexpected events we may encounter.The following chart proportionally reflects how time will be spent in the process of carrying out the project:Total
55、Project Time Phase 1 Phase 2 Phase 3National Study Phase 4Regional Study 30 - 35 work days 25 - 30 work days1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 21Core Staff /QualificationOur market research / due diligence team comprises highly educated and dedicated professionals of d
56、ifferent 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 offices in China.1st draft proposalSRF Limite
57、dFor SRF Limited Internal Review Only 22Ying 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 Chin
58、a market entry research 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 li
59、ve on the air. Ying joined Price 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
60、industry sectors such as auto, banking, 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 Ha
61、ier. Ying will be in charge of this project.1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 23Lei 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. Wi
62、th her overseas education and work background, Lei has strong skills in research analysis, understanding foreign and local business practices and business communication. In addition, she also involved in preparing prospectus for enterprises to be listed on the stock market; and underwriting securiti
63、es. Before joining PwC, she worked at at China Southern Security Company as a team manager responsible for helping clients improve their company business management.Freddy ZhuMr Zhu has a Master Degree of Business Economy & Marketing from Shanghai Academy of Social Sciences (SASS) and has several ye
64、ars professional work experience in management and business consulting. Freddy has participated in and led several large management consulting projects in computer software, electronics, medicine, consumer products, media and industrial machinery. Before joining PwC, Freddy was a project manager at
65、a leading domestic management consulting firm for several years and he gained valuable skills and knowledge in project presentation, communication and project management.1st draft proposalSRF LimitedFor SRF Limited Internal Review Only 24Judy ZhuGraduated from Fudan University majoring in Statistics
66、. Judy has been working as market analyst on different industries,such as home-appliance, FMCG, manufacturing. She has strong ability of data analysis , data quality control and statistical inference. Before joining PWC,Judy worked at ACNielsen Market Research company and has much experience of reta
67、il market research covering market size,distribution, brand share, etc. Given her statistical background, Judy is also responsible for ensuring that our market research sampling and statistical analysis are adequate to address the key issues in our research projects.Shining JiangGraduated from Singa
68、pore Institute of Management majoring in Marketing. Shining has worked on several major projects and was the project leader for a comprehensive Customer Satisfaction Research. Since the market competition in China has made many companies realize the importance of their customer satisfaction, Shining experience in this respect has a lot to offer to our clients in addition to her other market research experience in the industries such as internet, textile, weaving machinery and consumer products. She has strong skills in organization, communication, project planning and analysis.
