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Market Research Case Studies

Internet Portal

Stage 1 Acquisition Analysis
Stage 2 US and International Asset Analysis/ Consumer Insights
Stage 3 Strategy


Our client is one of world’s largest internet portals.  Along with one of America’s biggest private equity firms, they acquired a Chinese company in order to gain a better foothold in the China market.

They wanted CMR to analyze their acquisition to determine what operations held the most promise in China when considering the needs of Chinese consumers and our client’s current assets both in the US and abroad.

Stage 1 Acquisition Analysis

In Stage 1 of the project, we interviewed senior executives of the Chinese company that was acquired to see what they thought their strengths and weakness were and how they thought the company could best be leveraged going forward. 

We also analyzed the current assets of the Chinese company to see where efficiency was strong and where there was room for improvement. 

Stage 2 US and International Asset Analysis/ Consumer Insights

In Stage 2 of the project, we analyzed our client’s assets in the US and abroad with an emphasis on determining which assets would be best received by Chinese consumers.  To do this, we conducted blog and BBS analysis as well as online surveys to see what our client’s target market in China – Chinese youth between the ages of 18 and 28 – liked of their current product and service offerings.

Stage 3 Strategy

By combining the results of the face-to-face interviews and financial analysis of the Chinese acquisition with our analysis of our client’s US-based assets and consumer insights, we were able to ascertain which parts of the Chinese company could best be leveraged for our client to realize a high ROI.

Our analysis and strategic plan helped our client in determining a roadmap for developing their services in tune with Chinese needs and ultimately allowed them to gain a strong foothold in China and an ROI in the millions of dollars.


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