French Market
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Tencent QQ, generally referred to as QQ, is a free IM (instant messaging) computer program in China. In November 2012, QQ.com ranked 9th overall in the Alexa Internet rankings just behind Twitter. Up to 20 November 2012, the highest numbers of online users is 176,375,723, its really large number, so Tencent Company wants to expand the overseas market, today it decides enter French market, and I think here are five criteria that Tencent Company should consider and the recommended research methods:
The acquaintance of IM tools in current France market, as well as their factors.
As we all know, there are lots of IM tools which are popular in France now, like Skype, MSN, etc, even Facebook- a social media also develop its own chat function in March, 2012. They are all QQs competitors. So the marketing department of Tencent Company should collect majority of secondary data at first, to have a general understanding of these chat tools, and then design questionnaires. We will know the features like who are the consumers of these IM tools, and how they work, we also want to realize their special ways to attract consumers.
We also need observation to understand how often French people use IM tools when they are on the internet, and what IM tools, does they would like to use rather than others, so that we may have a full understanding of our competitors, and adopt their strong points while overcome their weak points after QQ enter French market.
The objective users for QQ. (students, young adults or adults.)
In China, Tencent QQ is almost used by every net. Citizen from primary school students to middle-aged company staff, the reminding voice DiDi is very representative. Therefore, we dont know the situation in French market, so I think we can design targeted questions and do some interviews for people in different ages, to gain data like: people in which ages have the custom to use IM tools, and what kind of IM tools they prefer, and when do they use them, and what do they usually use these tools for, etc. Consequently, we can adjust our strategy in a proper way for different people.
What is most effective propaganda way (TV ads, brochures, social media ads or billboard on bus stations?)
Firstly, we want questionnaires about which are the effective ways to promote product in France, and then we will do the further study for different area or people.
For example, to measure the effectiveness of ads and find out a best one, we need focus group: design several ads on TV or social media, then select 6 to 12 persons in a dedicated room with one-way mirror for client viewing, show them our works on big screen on one wall and observe their react to know which one gives them a strong impress. There maybe a talk with respondents later to analyze