Proposed Market Teejays is a growing organization with a strong presence in the UK market. Therefore, the company requires a market that is equally growing and promising in the future. As such, the best market for Teejays would be China. Presently, China is one of the fastest growing market for customer care and other related outsourcing services. Also the country is set to be a new economic super power within few years. What makes China the potential market for Teejays is the country’s shift in the market focus. “Till today, the domestic market is still the principal part of China’s call center market, accounting for about 80 per cent, while Japan and South Korea have been China’s major offshoring markets, where China is in absolute dominance.” (Chunyan, 2010) But now the country has realized the importance of expanding the market to the western countries. This necessitates vigorous training of the potential employees as unlike the competitors India or Philippines, China has low proficiency in English language. The Chinese government has begun huge investment in English which throws out huge market opportunities for companies like Teejays. (Graddol, 2008) “Chinese people are bad at expressing themselves orally in a foreign language, however, they are good at reading and writing in it.” (Hongbing, 2010) The huge focus by the Chinese government on call centres as an economic power plant makes the Chinese market one of the most promising among the world. The Chinese government has even coined the term ‘Call Economy’ in order to represent the massive size of call centres to the Chinese Economy. (CCC, 2010) The Chinese economy was so far being dominated by manufacturing sector. But now the service sector is experiencing massive growth to emerge as the backbone of the economy. The annual growth rate in the Chinese call centre jobs is 15%. In 2009 itself more than 5 billion Euros were invested in the call centre market. Way back in 2006, Chinese government has launched a project which designated 10 Chinese cities mainly for developing call centres and related service companies. Apart from that the country’s investment in the education sector is massive in order to equip the employable people to take up offshore business. As Teejays is primarily a call centre training consultant, it has huge potential market in China. Prospective call centre employees require improvement in their language proficiency. Government is also providing various supportive measures in order to foster the development of such training institutes. China has witnessed well known call centre companies entering the market in the recent years. “Growth in the number of Call Centers and number of agent positions seats in China is steadily increasing, and the revenue growth for technology vendors selling enterprise Call Center solutions has been in the double digits.” (APRG, 2011) With the boom in the call centre industry, there is a huge growth in the revenue of technology vendors. Call centre training institutes have similar opportunity for increasing the market share and revenue. The increased presence of multinational companies in China has necessitated the need for better customer relationship management. Companies have
Marketing Report for Teejays Introduction This report is a business proposal for Teejays for entering into a new international market. Teejays have been very successful in providing customer care training and other related services in the home market, UK. As a result of the company’s objective of growing and increasing the market share, Teejays is looking forward to expand internationally…
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