1. Spire Research and Consulting
Case study – Passenger Car Tyres
Price tracking study in Singapore & Korea
Client: A leading global manufacturer and distributor of rubber
products
Situation: The client is a leading car tyre manufacturer and sought to
benchmark the pricing of its competitors’ products targeted at
various customer segments in Singapore and Korea to aid in its
pricing strategy
Project objectives: To track the pricing for a range of passenger car
tyres and to understand competitors’ positioning in the local market
through their pricing strategy
Methodology:
Screening and recommending suitable models and local
retailers of passenger car tyres for the purpose of price tracking
Mystery shopping and retail observations to identify the pricing,
specifications and promotions of both the client’s products as
well as competitors’ in the local markets
Secondary research to identify general market trends
Report deliverables: MS Excel spreadsheets containing the pricing
and specification of the tyre SKUs and MS Word reports addressing
the recent market situation and other information related to the tyre
models tracked (e.g. customers’ perception, market share)
Outcome: Our findings served as important inputs to help our client’s
country offices in their tactical pricing adjustments.

2. Tel: (65) 6838 5355
Fax: (65) 6838 5855
78 Shenton Way #20-01
Singapore 079120
sg.info@spireresearch.com
www.spireresearch.com