
Automotive
The current climate challenges automotive assemblers and parts manufacturers to move beyond traditional business models. Now, they need to focus more on non-traditional segments and countries, non-core businesses as well as more cost-efficient paths to market. Spire is poised to leverage our Asia-wide automotive experience to deliver research and consulting solutions that address these needs.
Issues & Opportunities
Outboard motor – Market entry study in Thailand, Indonesia, Philippines and Vietnam

A Japan-based Global Fortune 500 manufacturer sought to launch a new outboard motor engine product to replace crude multi-purpose engines adapted for use in unorganized fishing and passenger transport boats.
The objectives of the study was to develop market sizing, forecast, end-user purchasing evaluation, channel structure and competitor analysis (including products and pricing) for outboard motors.
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire conducted expert interviews with trade associations and government bodies, in-depth interviews with distributors/importers, intermediate, final-tier channels and manufacturers of outboard motors, as well as end-user interviews with fishing and passenger transport boat owners in sea and river port towns.
Our client used Spire’s report to develop a business plan and allocate investment for a new product launch.
Project deliverables included:
- Market size (historic and forecast) and population for outboard motors in the four said countries
- Market breakdown by product category, customer segment and geographic region in each country
- Competitor analysis:
- Strategy, targeted segment and key selling points for each major competitor
- Customer decision dynamics:
- Profile, usage of engine, income and demographic characteristics, brand perception, purchase decision factors, price sensitivity
- Macro-environmental assessment including import duties, environmental standards, quality and safety certification required, etc.
- Recommendations for segment/geographic prioritization, product specs, pricing, marketing activities and distribution/go-to-market model
Automotive parts logistics – Market entry study for ASEAN distribution centre

A leading global motorcycle manufacturer in Japan sought to grow its aftermarket parts business in ASEAN by establishing a distribution centre within the region.
The objectives of the study were to:
- Assess the feasibility of developing the ASEAN market for specific aftermarket parts, accessories and lubricant oil
- Recommend the most suitable location for their ASEAN region distribution centre
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire conducted an analysis on legal, regulatory and macro-environmental conditions as well as market situation and suppliers of non-original parts and lubricant oil. Supported by the findings from secondary data, the location choices were narrowed down to three.
Interviews with trade associations, relevant government bodies, logistics industry experts and establishments in the non-original parts value chain were carried out in Thailand, Singapore and Indonesia. Our consultants also held internal discussions with our client’s local offices and engaged three logistics service providers to secure proposals for the distribution centres. With the findings, Spire was able to arrive at the final recommendation to our client.
Our client finally decided to locate its distribution centre in Singapore. The centre is currently operational and has been successful in generating cost reductions.
Project deliverables included a report supporting market entry for parts, lube oil and accessories in ASEAN as well as Spire’s recommendation on the most effective logistics service provider.
Car audio – Customer satisfaction study for standard car audio in Malaysia and Indonesia

A leading Japanese car audio manufacturer operating in Thailand sought to understand the satisfaction level of Malaysian and Indonesian car owners with their standard car audio products as well as consumer plans on car audio purchasing.
The objectives of the study were to understand customer satisfaction levels on standard car audio and obtain inputs from motorists regarding the ideal specifications of car audio.
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire conducted face-to-face interviews with car owners in several big cities in Indonesia and Malaysia.
Our client used Spire’s report for performance measurement purposes and as inputs in designing and developing new products to better meet customers’ needs and wants.
Project deliverables included:
- An analysis of customers’ satisfaction level, needs and wants,
- Entertainment Media (CD, DVD, MP3, etc.) usage behavior
- Consumers’ awareness of possible car audio add-on features (e.g. Bluetooth, navigation system, etc.)
Automotive price tracking – Passenger car tire price tracking study in Singapore and Korea

A leading global manufacturer and distributor of rubber products saw a decline in sales of its passenger car tires in Singapore and Korea. An internal discussion led to the conclusion that pricing was the root of the problem – competitors were simply more aggressive in their pricing strategies.
To increase its market share, the client sought to benchmark the prices of its competitors’ products that were targeted at various customer segments in Singapore and Korea.
The objectives of the study were to understand how the competitors positioned their products in the relevant markets and devise a counter-strategy.
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire was tasked with the screening and recommending of suitable models and local retailers of passenger car tires for price research. Once the final candidates were selected by our client, our consultants executed mystery shopping and retail observations to identify the prices, specifications and promotions of both our client’s and competitors’ products in the local markets. Simultaneously, secondary research was undertaken to identify general market trends.
Spire delivered the key findings and recommendations to our client in a face-to-face presentation.
Our results served as important inputs to support our client’s country offices in their tactical pricing adjustments.
Project deliverables included:
- Information on the pricing and specification of the tire stock-keeping units (SKUs)
- Reports that address the recent market situation and other information related to the tire models tracked, such as customers’ perception and market share.
Automotive – Mystery shopping study to evaluate service quality of sales force

An American multinational automaker in Vietnam, which owned one of the largest investment capital projects in the country, viewed customer service quality as a key performance metric. The client considered its dealers’ sale force as a key success factor in affecting this metric, and had been training Sale Consultants (SCs) at its dealers for years. As such, the client wanted to study the customer service quality and sales service quality of the dealers.
The objectives of the study were to:
- Maintain customer service quality at high standards
- Gain an understanding of customers’ assessment of the service quality and offer recommendations for improvement
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire recruited shoppers who were actually shopping for cars or had past experience of car purchase, and ensured that shoppers:
- Understood the shopping checklist
- Possessed and displayed good product knowledge in line with market norms
- Taped every conversation
A mystery shopping study was conducted to assess the customer service quality and sales service quality of the dealers. A detailed report was submitted to the client weekly, where the client could identify areas for improvement for its dealers.
The client used Spire’s report to improve the quality of customer service in dealers and to spur growth of sales. Assessment and feedback from shoppers had helped to identify the SCs’ strengths and weaknesses, and pointed to relevant training for them to improve.
Spire’s report addressed shoppers’ assessment of the customer service quality at the dealers after each sales visit. Our report also set out practical, inexpensive and feasible recommendations for improvement.
Automotive parts logistics – Automotive supply chain management improvement consulting in Indonesia

A leading global motorcycle manufacturer in Japan intended to give a face-lift to its Indonesian arm’s supply chain management, so as to lower costs and increase customer satisfaction as well as scalability.
The objectives of the study were to:
- Analyze the current supply chain
- Benchmark against industry role models
- Recommend a plan for improving efficiency
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire conducted interviews with logistics service providers and our client’s own local offices to extract information on industry trends and best practices in auto parts supply chain management (SCM).
Our client used Spire’s report to develop a joint plan for SCM improvement. The plan had been successful in meeting demand and containing costs in the explosively growing motorcycle market in Indonesia.
Project deliverables included a report that:
- Mapped the supply chain for bikes and parts
- Benchmarked global auto industry SCM leaders to identify gaps in our client’s performance
- Included Spire’s recommendation of a three-year plan to introduce new practices, technology and processes to improve our client’s SCM
Outboard motor – Market entry study in Thailand, Indonesia, Philippines and Vietnam

A Japan-based Global Fortune 500 manufacturer sought to launch a new outboard motor engine product to replace crude multi-purpose engines adapted for use in unorganized fishing and passenger transport boats.
The objectives of the study was to develop market sizing, forecast, end-user purchasing evaluation, channel structure and competitor analysis (including products and pricing) for outboard motors.
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire conducted expert interviews with trade associations and government bodies, in-depth interviews with distributors/importers, intermediate, final-tier channels and manufacturers of outboard motors, as well as end-user interviews with fishing and passenger transport boat owners in sea and river port towns.
Our client used Spire’s report to develop a business plan and allocate investment for a new product launch.
Project deliverables included:
- Market size (historic and forecast) and population for outboard motors in the four said countries
- Market breakdown by product category, customer segment and geographic region in each country
- Competitor analysis:
- Strategy, targeted segment and key selling points for each major competitor
- Customer decision dynamics:
- Profile, usage of engine, income and demographic characteristics, brand perception, purchase decision factors, price sensitivity
- Macro-environmental assessment including import duties, environmental standards, quality and safety certification required, etc.
- Recommendations for segment/geographic prioritization, product specs, pricing, marketing activities and distribution/go-to-market model
Automotive parts logistics – Market entry study for ASEAN distribution centre

A leading global motorcycle manufacturer in Japan sought to grow its aftermarket parts business in ASEAN by establishing a distribution centre within the region.
The objectives of the study were to:
- Assess the feasibility of developing the ASEAN market for specific aftermarket parts, accessories and lubricant oil
- Recommend the most suitable location for their ASEAN region distribution centre
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire conducted an analysis on legal, regulatory and macro-environmental conditions as well as market situation and suppliers of non-original parts and lubricant oil. Supported by the findings from secondary data, the location choices were narrowed down to three.
Interviews with trade associations, relevant government bodies, logistics industry experts and establishments in the non-original parts value chain were carried out in Thailand, Singapore and Indonesia. Our consultants also held internal discussions with our client’s local offices and engaged three logistics service providers to secure proposals for the distribution centres. With the findings, Spire was able to arrive at the final recommendation to our client.
Our client finally decided to locate its distribution centre in Singapore. The centre is currently operational and has been successful in generating cost reductions.
Project deliverables included a report supporting market entry for parts, lube oil and accessories in ASEAN as well as Spire’s recommendation on the most effective logistics service provider.
Car audio – Customer satisfaction study for standard car audio in Malaysia and Indonesia

A leading Japanese car audio manufacturer operating in Thailand sought to understand the satisfaction level of Malaysian and Indonesian car owners with their standard car audio products as well as consumer plans on car audio purchasing.
The objectives of the study were to understand customer satisfaction levels on standard car audio and obtain inputs from motorists regarding the ideal specifications of car audio.
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire conducted face-to-face interviews with car owners in several big cities in Indonesia and Malaysia.
Our client used Spire’s report for performance measurement purposes and as inputs in designing and developing new products to better meet customers’ needs and wants.
Project deliverables included:
- An analysis of customers’ satisfaction level, needs and wants,
- Entertainment Media (CD, DVD, MP3, etc.) usage behavior
- Consumers’ awareness of possible car audio add-on features (e.g. Bluetooth, navigation system, etc.)
Automotive price tracking – Passenger car tire price tracking study in Singapore and Korea

A leading global manufacturer and distributor of rubber products saw a decline in sales of its passenger car tires in Singapore and Korea. An internal discussion led to the conclusion that pricing was the root of the problem – competitors were simply more aggressive in their pricing strategies.
To increase its market share, the client sought to benchmark the prices of its competitors’ products that were targeted at various customer segments in Singapore and Korea.
The objectives of the study were to understand how the competitors positioned their products in the relevant markets and devise a counter-strategy.
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire was tasked with the screening and recommending of suitable models and local retailers of passenger car tires for price research. Once the final candidates were selected by our client, our consultants executed mystery shopping and retail observations to identify the prices, specifications and promotions of both our client’s and competitors’ products in the local markets. Simultaneously, secondary research was undertaken to identify general market trends.
Spire delivered the key findings and recommendations to our client in a face-to-face presentation.
Our results served as important inputs to support our client’s country offices in their tactical pricing adjustments.
Project deliverables included:
- Information on the pricing and specification of the tire stock-keeping units (SKUs)
- Reports that address the recent market situation and other information related to the tire models tracked, such as customers’ perception and market share.
Automotive – Mystery shopping study to evaluate service quality of sales force

An American multinational automaker in Vietnam, which owned one of the largest investment capital projects in the country, viewed customer service quality as a key performance metric. The client considered its dealers’ sale force as a key success factor in affecting this metric, and had been training Sale Consultants (SCs) at its dealers for years. As such, the client wanted to study the customer service quality and sales service quality of the dealers.
The objectives of the study were to:
- Maintain customer service quality at high standards
- Gain an understanding of customers’ assessment of the service quality and offer recommendations for improvement
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire recruited shoppers who were actually shopping for cars or had past experience of car purchase, and ensured that shoppers:
- Understood the shopping checklist
- Possessed and displayed good product knowledge in line with market norms
- Taped every conversation
A mystery shopping study was conducted to assess the customer service quality and sales service quality of the dealers. A detailed report was submitted to the client weekly, where the client could identify areas for improvement for its dealers.
The client used Spire’s report to improve the quality of customer service in dealers and to spur growth of sales. Assessment and feedback from shoppers had helped to identify the SCs’ strengths and weaknesses, and pointed to relevant training for them to improve.
Spire’s report addressed shoppers’ assessment of the customer service quality at the dealers after each sales visit. Our report also set out practical, inexpensive and feasible recommendations for improvement.
Automotive parts logistics – Automotive supply chain management improvement consulting in Indonesia

A leading global motorcycle manufacturer in Japan intended to give a face-lift to its Indonesian arm’s supply chain management, so as to lower costs and increase customer satisfaction as well as scalability.
The objectives of the study were to:
- Analyze the current supply chain
- Benchmark against industry role models
- Recommend a plan for improving efficiency
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire conducted interviews with logistics service providers and our client’s own local offices to extract information on industry trends and best practices in auto parts supply chain management (SCM).
Our client used Spire’s report to develop a joint plan for SCM improvement. The plan had been successful in meeting demand and containing costs in the explosively growing motorcycle market in Indonesia.
Project deliverables included a report that:
- Mapped the supply chain for bikes and parts
- Benchmarked global auto industry SCM leaders to identify gaps in our client’s performance
- Included Spire’s recommendation of a three-year plan to introduce new practices, technology and processes to improve our client’s SCM