Market Intelligence Case Study: Consumer / Industrial
Our client needed to understand demand drivers, market size, segment demand and key competitors in 10 countries in East and Southeast Asia.
Market Intelligence Case Study: Consumer / Industrial
Our client needed to understand demand drivers, market size, segment demand and key competitors in 10 countries in East and Southeast Asia.
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.
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