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