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Consultancy Industry Report Serbia

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The report was prepared by the Association of Management Consultant Serbia (UPKS/AMCS) and the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, i.e. the then GTZ-WBF private sector support project. On behalf of GIZ (at that time GTZ) I was, as responsible business services component manager, involved in the concept development and implementation together with the two external consultancies.

The report for the first time evaluates in a comprehensive manner the demand and supply side of consultancy services in Serbia by two sets of samples (149 consultancies and 154 companies). The report covers a vast variety of questions, many will cover the issues of your intended market research. Although the report was pubished in spring 2010, it still can be regarded as the best source of up-to-date information and data.

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  • 1. Association of Management Consultants of Serbia Decanska 8, 11000 Belgrade office@amcserbia.rs www.upks.org or www.amcserbia.com
  • 2. TABLE OF CONTENTSFOREWORD BY UPKS 3PART I: SUPPLY SIDE 41.1 METHODOLOGY 41.2 KEY FINDINGS 51.3 RESEARCH RESULTS 71.3.1 PRODUCTS AND SERVICES OFFERED 71.3.2 STRUCTURES USED FOR CONSULTANCY INDUSTRY 91.3.3 USERS, NON-USERS AND CONSULTANTS 111.3.4 MARKET BARRIERS AND OPPORTUNITIES 12 1.3.4.1 PRICING AND VALUE 13 1.3.4.2 BUILDING AND MANAGING A CLIENT BASE 14 1.3.4.3 MARKET FORCES 16 1.3.4.4 FREE TRADE AND EU ACCESSION 181.3.5 IMAGE AND UNDERSTANDING 20PART II: DEMAND SIDE 232.1 METHODOLOGY 232.2 KEY FINDINGS 242.3 RESEARCH RESULTS 262.3.1 PRODUCTS AND SERVICES DEMANDED 262.3.2 USERS OF SERVICES 272.3.3 CHARACTERISTICS OF ENGAGEMENT WITH CONSULTING COMPANIES 272.3.4 AWARENESS OF CONSULTING COMPANIES AND INDIVIDUAL CONSULTANTS 292.3.5 PERCEPTION OF DEVELOPMENT OF CONSULTING SERVICES MARKET SECTORS 302.3.6 IMAGE AND SOURCES OF INFORMATION 31PART III: FUTURE TRENDS AND NEEDS 333.1 THE FUTURE OF DEMAND 333.2 THE FUTURE OF SUPPLY 343.3 PROJECTIONS FOR THE CONSULTING INDUSTRY 36ANNEX A: DEFINITIONS OF MARKET SEGMENTS 37
  • 3. FOREWORD BY UPKS1 http://www.ipsos.com/Country_Profile_Serbia2 http://cromer-group.com/
  • 4. PART I: SUPPLY SIDE1.1 MethodologySample 1: Providers of Consulting Services3 Definitions of all investigated market segments are presented in Annex A (page 39)
  • 5. 1.2 Key FindingsGeneral Observations about Consultants
  • 6. Projecting the Direction of the Consulting IndustryObstacles to Survival and GrowthClient – Consultant Relationships as Obstacles
  • 7. Services Offered: Services SoldPerception of Development of Serbian Market of Consultancy Services by Users andProvidersMain Barriers in Communication between Users and Providers of Consultancy Services1.3 Research Results
  • 8. TOTAL NOT A MEANConsulting Specialties MAJOR MINOR PART PART SCORE
  • 9. Export Promotion Consulting Services Innovation, partnership and CSR Sales Organizational Development, Human Resources Management and Leadership Communications, marketing, branding PR, Market research and analysisEducation, management and other business Support services IT System Management Consulting Legal and Contractual Services Auditing, Accounting, Tax Advisory and Financial Services 0 10 20 30 40 50 60 70 Clients Consultants Size of the Business or Organization Number of Employees Ownership of Business or Organization
  • 10. Independent ConsultantsProfile of a Consultant or Consulting CompanyConsultancies as SMEsConsultancies as Early Adaptors4 Serbian Agency for Small and Medium Enterprises, 2008 Annual Report
  • 11. 1.3.3 Users, Non-users and ConsultantsAwareness of Specific Consultants: 94% Know Dont know 83% 59% 41% 18% 6% Total User Non user
  • 12. Auditing, Accounting, Tax Advisory and Financial Services 41% System Management Consulting 17% Legal and Contractual Services 13% Communications, marketing, branding, PR, market research and 12% IT 8% Organizational Development, Human Resources Management 8%Education, training and other management and business support 8% Export Promotion Consultancy Services 5% Sales 4% Innovation, partnership and CSR 2% Other 3%1.3.4 Market Barriers and Opportunities
  • 13. 1.3.4.1 Pricing and Value 2007. 2008. 2009. Not engaged consultants 17% 11% 1% Up to 1000 5% 7% 13% 1001 to 5000 20% 23% 25% 5001 to 10000 9% 7% 11% 10001 to 50000 4% 9% 10% 50001 to 100000 2% 3% 4% Over 100000 3% 3% 3% Not known how much is paid for them 17% 18% 16% Refusal 24% 21% 17%Pricing Decisions
  • 14. TOTAL EXTREMELY NOT VERY NOT AT Potential Factors IMPORTANT (4) (2) ALL (1) MEAN1.3.4.2 Building and Managing a Client Base
  • 15. Customer CommunicationsResponsive to Customer NeedsClient-Consultant Communications
  • 16. 1.3.4.3 Market ForcesMost Significant Obstacles for Businesses in SerbiaFinancial Obstacles for Business in Serbia
  • 17. Corruption and Lack of TransparencyPerceptions of Fairness for Different Types of Tenders
  • 18. Perception of Corruption Stifles Competition?1.3.4.4 Free Trade and EU AccessionFree Trade and EU Ascension: Role of International CommunityPotential Markets: IPA
  • 19. Cooperation with EU ClientsFamiliarity with CEFTAPerceived Benefits from CEFTA
  • 20. Problems with Non-Tariff BarriersProblems with Technical Barriers of TradeQuestions about CEFTA1.3.5 Image and Understanding Through a Referral Prior experience of working together Personally know client Consultant sent proposal to clients tender Consultant contacted client directly Consultant contacted through an institution 0 10 20 30 40 50 60 70 80 90 100 Clients Consultants
  • 21. Consultants’ Success: Client Satisfaction and Quality Service Contributing to economic growth of Serbia Knowing that people who work with me are fulfilled with their work Profit Clients satisfaction 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 % Most important Somewhat important Somewhat not important Least important
  • 22. Direct Benefits Resulting from the Engagement of External Consultants Reduction of deadlines for delivery Reduction of costs Increased volume of business Development of knowledge Development of business operation 0 10 20 30 40 50 60 70 80 Yes NoUsers’ and Non-Users’ Image of Consultants
  • 23. PART II: DEMAND SIDE2.1 MethodologySample 2: Users and Non-Users of Consultancy ServicesThe field work lasted from January 11 to January 29, 2010.
  • 24. 2.2 Key FindingsSpontaneous Awareness of ConsultantsDemand for Consulting ServicesCharacteristics of Hiring ConsultantsPerception of Development of Consultancy Services MarketUse of External Services/ Products (outsourcing) – in General
  • 25. Key drivers for hiring consultantsFuture Company NeedsImage Section and Source of Information
  • 26. 2.3 Research Results2.3.1 Products and Services Demanded Auditing, Accounting, Tax Advisory and Financial Services 66% 12% Legal and Contractual Services 56% 21% System Management Consulting 37% 18% IT 36% 15% Education, training and other management and business support 34% services 12% Communications, marketing, branding, PR, market research and 26% analysis 24%Organizational Development, Human Resources Management and 18% 6% Users Leadership 14% Non users Sales 6% Innovation, partnership and CSR 10% 12% Export Promotion Consultancy Services 9% 3%
  • 27. 54% Auditing, Accounting, Tax Advisory and Financial Services 48% 48.1% Legal and Contractual Services 38% 32.5% System Management Consulting 25% 31.2% IT 24% Education, training and other management and business support 29.2% services 21% Communications, marketing, branding, PR, market research and 25.3% analysis 12%Organizational Development, Human Resources Management and 14.9% 11% Demand Leadership Sales 12% Engagement 8% 10.4% Innovation, partnership and CSR 3% 8% Export Promotion Consultancy Services 5%2.3.2 Users of Services2.3.3 Characteristics of Engagement with Consulting Companies
  • 28. 2007. 2008. 2009.Not engaged consultants 17% 11% 1% Up to 1000 5% 7% 13% 1001 to 5000 20% 23% 25% 5001 to 10000 9% 7% 11% 10001 to 50000 4% 9% 10% 50001 to 100000 2% 3% 4% Over 100000 3% 3% 3% Not known how much is paid for them 17% 18% 16% Refusal 24% 21% 17%
  • 29. 94% Know Dont know 83% 59% 41% 18% 6% Total User Non user Auditing, Accounting, Tax Advisory and Financial Services 41% System Management Consulting 17% Legal and Contractual Services 13%Communications, marketing, branding, PR, market research and 12% IT 8% Organizational Development, Human Resources Management 8%Education, training and other management and business support 8% Export Promotion Consultancy Services 5% Sales 4% Innovation, partnership and CSR 2% Other 3%
  • 30. Auditing, Accounting, Tax Advisory and Financial Services 4.1 3 Legal and Contractual Services 4 2.9Communications, marketing, branding, PR, market research and 3.9 analysis 3.1 3.9 IT 3 3.5 System Management Consulting 2.9 Education, training and other management and business 3.4 support services 2.7 Sales 3.2 2.4 Organizational Development, Human Resources Management 3.2 and Leadership 2.5 Users 3.1 Export Promotion Consultancy Services 2.3 Non users 2.9 Innovation, partnership and CSR 2.6 49% 35% Positive User 10% 6% Neutral Negative 24% 44% Non user Don`t know, canâ 9% estimate 24%
  • 31. Sources of Information about Consulting Companies / Independent Consultants 65% Internet 69% 24% User 18% Recommendation 20% 6% Business and professional magazines 38% Advertising of consultants 21% 6% Non user Informing through associations and 12% organizations 3% 3% Fairs users and non-users of consulting services.
  • 32. PART III: Future Trends and Needs3.1 The Future of Demand 8% Smaller need 49% User 30% 13% The same situation 3% Bigger need 47% Non user 12% Unable to 38% estimate this
  • 33. in 1 year in 3 years in 5 years Auditing, Accounting, Tax Advisory 45 38 47 and Financial Services 12 6 24 33 28 32 Legal and Contractual Services 18 15 18 16 18 18 IT 3 3 3 10 9 12 Sales 12 6 12 Education, training and other 10 12 18 12 6 12 management and business support Communications, marketing, 8 13 20 branding, PR, market research and 18 18 15 Non user User3.2 The Future of Supply
  • 34. Consultants: Optimistic about the FutureConsultants: Where They Would Like to Grow Their Business
  • 35. 3.3 Projections for the Consulting Industry
  • 36. Annex A: Definitions of Market Segments

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