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Signage Media - Strategic Research in Southeast Asia
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Signage Media - Strategic Research in Southeast Asia

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  • 1. Spire Research and Consulting Case study – Signage Media Strategic research in Southeast AsiaClient: A Fortune 500 chemical producerSituation: The client was developing a business plan for successful marketentry in Southeast Asia (ASEAN)Project objectives: To analyze the outdoor signage materials market inIndonesia, Malaysia, Thailand, Vietnam and Singapore, to enable ourclient to develop & execute a viable market entry plan. This includedsecuring good distributors in each marketMethodology: Interviews with material distributors supplying to factories that produce printed or un-printed material for outdoor signage, bill- boards and posters Analysis of secondary data on legal, regulatory and macro- environmental issues Expert interviews with trade associations and government bodies
  • 2. Case study – Signage Media (cont’d) Strategic research in Southeast AsiaReport deliverables: A report addressing –(A) Market size and demand forecast(B) Key application segments for signage and their demandcharacteristics(C) Pricing, competitor shares, competitor strategies(D) Legal/regulatory issues (compliance, import duties)(E) Value-chain analysis – distribution structure, mark-ups and channel-principal relationships(E) Analysis of competitive success factors(F) Recommendations for marketing and sales strategiesOutcome: Our client used Spire’s report to begin selling its products todistributors in the ASEAN market, exporting from Korea and China
  • 3. Tel: (65) 6838 5355 Fax: (65) 6838 5855 78 Shenton Way #20-01 Singapore 079120sg.info@spireresearch.com www.spireresearch.com