The first step in understanding the business environment is getting to know the potential market, the competitive environment and possible threats and opportunities. Only when you fully understand the market, you will be able to define the best strategy for your company or your products.
Horsten performs market research starting from desk research, up to detailed field studies. The first step in understanding the business environment is analyzing the market through a desk study. Desk studies usually generate better insights into the customer's questions. In case a desk study does not answer all questions, field research can be performed to collect more detailed and hands-on information on the Chinese market.
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