Situation

• World leader in heating, ventilation and climate control.
• Strong presence in China but limited footprint in other Asian markets.

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.