A Fortune 500 chemical producer aimed to expand its outdoor signage media business to the burgeoning ASEAN markets – Indonesia, Malaysia, Thailand, Vietnam and Singapore.

The objectives of the study were to provide an overview of the outdoor signage media business in the five countries and assist our client in securing reliable distributors in each market.

Spire began the study with secondary research on macro-environmental conditions, followed by interviews with trade associations and government bodies to derive initial hypotheses about the market. We also conducted interviews with material distributors and wholesalers supplying to factories producing printed and/or unprinted material for outdoor signage, billboards and posters.

Spire identified reliable distributors in the ASEAN market and facilitated meetings with our client, who then held internal
discussions to decide its chosen distributors. Sales to these distributors began shortly thereafter, via export from Korea and China.

Project deliverables included: