PTL Group China's Market Entry Stragegy to the United States

Abstract

Purpose: The market entry consulting firm PTL Group China needs specific primary data on which channels and promotional strategies can most effectively influence United States, small and medium enterprises decision-makers to purchase PTL’s services, since PTL has decided to enter the United States market. Design: This study uses qualitative plus quantitative research methods to investigate this issue. The qualitative research has an exploratory design based on 3 in-depth interviews, while the quantitative research has a descriptive design using 4 surveys. Findings: The research discovered that most efficient channels are most likely introductions from somebody in the United States, small and medium enterprises’ network, especially United States consulting firms and trade organizations, contact made in-person in the United States or being contacted directly without an introduction at a conference or industry event. Additionally, the decision-maker is likely in the C-suite, therefore PTL should choose the communication channels and promotional strategies they prefer. While the most efficient promotional strategies within these channels is likely to convince the potential clients that it is important to hire PTL by showing that their expectations will be met, they can offer important advantages plus not possess disadvantageous characteristics. Research limitations/implications: There are several limitations of this study. While the interviewees work in market consulting firms or in one case for a US government agency that advises American companies on internationalization, no interviews were conducted with consulting firm customers or potential customers. The quantitative research sought to ascertain these potential customers’ views; however, only a small number of responses were received. Therefore PTL should obtain more responses from customers. Practical implications: Based on the analysis, the conclusion is that PTL should use the mentioned communication channels and promotional strategies to encourage purchase of the firms. It is important that PTL emphasizes what the customer finds advantageous plus adapts to what the customers’ want. Originality/value: Key findings of this study are the most effective communication channels and promotional strategies. PTL can use this study to enter the United States market more successfully.