As a marketing management consultant, a cornerstone of every project we take on is market research and analysis. This case study explores regional growth opportunity analysis for a manufacturer of specialty chemicals for metal and plastic surface finishing.
BACKGROUND
With a stable network of B2B customers and distributors built over 20 years, the client wanted in-depth analysis into their core capabilities against key competitors and explore growth opportunities in Southeast Asia.
The research objectives were to research growth opportunities and market competition for a Tier 2 supplier in the automotive and industrial equipment manufacturing industries in Vietnam, Indonesia, Thailand and Malaysia.
APPROACH & METHODOLOGY
Evolve & Adapt conducted primary and secondary research in the form of surveys, in-depth interviews with stakeholders and desk research to gather data on external market forces, market competition, industry trends, technology trends and consumer behaviour. We used a hybrid of quantitative and qualitative analysis coupled with data analytics to extract key strategic insights.
Our team further investigated growth drivers and barriers through gap analysis tools like the Ishikawa Diagram and analysed customers perceptions, unmet needs and key expectations for the industry within its current landscape.
Through product category analysis, fundamental products with the highest margin and volume were also identified for market growth. Inward facing research was also conducted to assess the clients B2B core capabilities and positioning for business matching to distributors.
DELIVERABLES & KPI
The client was provided with the relevant quantitative and qualitative research data and analysis to facilitate strategic planning and decision making for developing growth expansion plans in target regional markets.
Our strategy analysis included the recommendation of implementing a push-pull marketing strategy as a Tier 2 supplier in the supply chain for surface finishing as a growth lever.
Competitor insights revealed that MNCs were setting up local and regional offices in Singapore and Southeast Asia to better cater to customers and distributors. This intelligence enabled the client to fine-tune their marketing efforts to counter both direct and indirect competitors.
Insights into industry trends revealed the changing attitudes of Tier 1 customers towards green manufacturing processes due to environmental activism and governmental environmental regulations, motivating the client to continue R & D efforts into green solutions.
REGIONAL GROWTH OPPORTUNITY ANALYSIS SERVICES
If you are a B2B business in the manufacturing sector looking to grow in the Southeast Asia region, contact us below for professional insight on how we can help.
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