Spire Research and Consulting                          Case study – Outboard Motor        Market entry study in Thailand, ...
Case study – Outboard Motor (cont’d)         Market entry study in Thailand, Indonesia, Philippines and VietnamReport deli...
Tel: (65) 6838 5355        Fax: (65) 6838 5855    78 Shenton Way #20-01          Singapore 079120sg.info@spireresearch.com...
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Outboard Motor - Market Entry Study in Thailand, Indonesia, Philippines and Vietnam

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Transcript of "Outboard Motor - Market Entry Study in Thailand, Indonesia, Philippines and Vietnam"

  1. 1. Spire Research and Consulting Case study – Outboard Motor Market entry study in Thailand, Indonesia, Philippines and VietnamClient: A Japan-based Global Fortune 500manufacturerSituation: The client sought to launch a newoutboard motor engine product to replace crudemulti-purpose engines adapted for use inunorganized fishing and passenger transport boatsProject objectives: To develop market sizing,forecast, end-user purchasing evaluation, channelstructure and competitor analysis (includingproducts and pricing) for OBMsMethodology: Expert interviews with trade associations and government bodies In-depth interviews with distributors/importers, intermediate and final-tier channels and manufacturers of OBMs End-user interviews with fishing and passenger transport boat owners in sea and river port towns, eg Phuket, Chonburi, Nakornsithamarat, Suratthanee, Camau, Vinh Long, Samarinda, Manado, Bali, Iloilo
  2. 2. Case study – Outboard Motor (cont’d) Market entry study in Thailand, Indonesia, Philippines and VietnamReport deliverables: A report addressing –(A) Market size (historic and forecast) and population for OBM in fourcountries(B) Market breakdown by product category (eg engine horsepowerrange), customer segment and geographic region in each country(C)Competitor analysis – strategy, targeted segment and key sellingpoints for each major competitor(D) Customer decision dynamics – profile, usage of engine (egreplacement cycle), income and demographic characteristics,brand perception, purchase decision factors, price sensitivity(E) Macro-environmental assessment including import duties,environmental standards, quality and safety certification required,etc(F) Recommendations for segment/geographic prioritization, productspecs, pricing, marketing activities and distribution/go-to-marketmodelOutcome: Our client used Spire’s report to develop a business planand allocate investment for a new product launch.
  3. 3. Tel: (65) 6838 5355 Fax: (65) 6838 5855 78 Shenton Way #20-01 Singapore 079120sg.info@spireresearch.com www.spireresearch.com

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