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

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.

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.)

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.

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.

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