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SSCO Shanghai Head Office
Stenvall Skoeld & Company (China) Limited
4th Floor 139 No. 1 Ruijin Road
Huangpu District, Shanghai
Tel: +86 (21) 6136 6008
Asia Market Research Case Study
Asia Market Assessment
Situation
- World leader in heating, ventilation and climate control
- Strong presence in China but limited footprint in other Asian markets
- Need to determine the potential of other Asian markets in order to develop an Asia Pacific growth strategy
Approach
- Formed project team with Pan-Asian project experience including consultants from China, Mongolia and South Korea
- Identified demand drivers for each country/region
- Determined the total market size in each of the countries/regions through secondary research and industry interviews
- Segmented demand by heating technologies and product categories
- Identified key competitors in each segment in each country/region
- Conducted industry interviews in each country/region to determine market shares and product pricing strategies
- Created detailed competitor profiles
Result
- With a clear understanding of demand profiles in each country the Client could decide which markets to prioritize
- Large regional differences indicated that no single product strategy would work in all markets and that gaining significant market share in any one country would require a product offering specifically developed for that market
- The competitive analysis gave the client an understanding of competitive dynamics in each market and identified the companies would be its key competitors in each of the markets
- The Client is currently developing its Asia growth strategy
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