Building & Construction

Spire has worked with clients in the construction and materials sector to support go-to-market plans in categories such as building materials, electrical distribution systems, surveillance and access control solutions, building transport solutions as well as construction services.

Our work in the building space has addressed product categories ranging from silicone sealants, structural wood and cement to lifts, escalators, automatic doors, car park systems, surge protection devices and large-scale digital CCTV systems.

Issues & Opportunities

Silicone sealants – Holistic Market Environment Research in Vietnam

A leading global manufacturer of construction chemicals wanted to understand current and future market opportunities in Vietnam so as to formulate a business expansion strategy.

The objectives of the study were to:

Estimate the size and potential of the silicone sealant market in Vietnam
Define the optimal path to market and customer segments
Map the competitive landscape
Profile three major competitors
Recommend business expansion strategy

The objectives of the study were to

Spire began with secondary research using Vietnamese language sources to grasp macroenvironmental issues and industry-specific trends for the silicone sealants market. This was followed by conducting in-depth interviews with prominent importers/manufacturers, distributors and fabricators to define market conditions and purchasing patterns in detail. Interviews with decision influencers (main contractors and architects) were also carried out.

Security fixtures – Customer and distributor research in six Asia-Pacific countries

A leading global manufacturer in the hardware and home improvement industry planned to introduce a new security fixture product in the Asia-Pacific. It sought to understand both customer and channel attitudes and behaviors, so as to develop the optimal engagement strategy for both groups.

The objective of the study was to analyze six markets in the region to produce a comprehensive regional market entry strategy for our client.

The objectives of the study were to

Our client used Spire’s findings to evaluate the market potential in Asia-Pacific as a region as well as for the individual countries. In particular, our client used Spire’s report to gain an understanding of the differences between countries so as to determine priorities and strategy localization by country.

Project deliverables included:

Cross market comparisons of customer dynamics
Benchmarking of manufacturer support to local importers, distributor and customer receptiveness to our client’s proposed product
Conjoint analysis of pricing trade-offs for various key product feature

Hand-held power tools – Market environment research on power tools in Thailand and Indonesia

A leading global manufacturer of power tools was developing a business plan to boost sales and market share for power tools in Thailand and Indonesia.

The objectives of the study were to analyze the market for power tools to enable our client to formulate and execute the most successful growth plan possible.

The objectives of the study were to

Spire began the research process by conducting expert interviews with trade associations and government bodies to aid in hypothesis formulation, as well as to forecast growth in various vertical segments like construction, wood-working, automotive production and do-it-yourself (DIY).

This was followed by in-depth interviews with power tool distributors and key end-customers (large construction companies and manufacturers) to define purchasing patterns and competitor activity in more detail.

Our client used Spire’s report to develop a new positioning and marketing strategy for its products in Indonesia, which involved reviewing distribution arrangements, pricing and positioning.

Our project report addressed:

Market sizing and forecasting
Pricing
Customer decision dynamics
Competitor shares
A review of competitor strategies/best practices
The overview of legal/regulatory issues (compliance, import duties)
Value-chain analysis – distribution structure, mark-ups and channel-principal relationships

Electrical distribution products – Holistic market environment research in eight Australasian countries

A leading global supplier in the electrical solutions space sought to develop an aggressive new business plan for eight markets in the Asia-Pacific region.

The objectives of the study were to understand the size and potential of each country market, grasp the market dynamics in terms of regulations, customers, channels and competitors, and recommend the broad business plan for each country.

The objectives of the study were to

Spire conducted secondary research to define the major competitors and large-scale customers in each country as well as to grasp legal, regulatory and macro-environmental issues.

Interviews were also conducted with electrical and electronics trade associations, regulatory bodies as well as major suppliers in each market.

Our consultants also held interviews with supply chain players (e.g. electrical system integrators, distributors, retailers )and large end-customers (e.g. developers, telecom operators and electrical authorities).

Our client used Spire’s analysis to develop business plans and sales targets for each country market.

Our consulting team was closely involved in the initial brainstorming with our client’s local offices in some of these markets.

Project deliverables included recommendations on product positioning and market entry strategies that were customized to each vertical segment in each country – e.g. telecommunications carriers, property developers and public sector bodies.

Electrical Discharge Machines (EDMs) – Holistic Market Environment Research in 5 Asia-Pacific countries

A global Japanese manufacturer sought to understand the market for Electrical Discharge Machines (EDMs) in India, Indonesia, Malaysia, Thailand and Vietnam.

The client wanted to restrategize for existing markets and identify niche areas for entry in new markets.

The objectives of the study were to:

Gauge the market size (units and values)
Obtain actionable intelligence on distribution channels, competitor profiling and customer decision dynamics so support business planning, quota-setting and budgeting

The objectives of the study were to

Spire conducted in-depth interviews with EDM manufacturers and dealers, as well as telephone interviews with customers across a representative range of end-user industries.

The client used Spire’s report to develop a new strategy based on EDM competitor insights relating to market pricing and precision levels.

Spire’s project deliverables included a report that presented specific recommendations on positioning, channels, and target customers in each market.

Cement – Distribution network and channel development study in Indonesia

One of the largest cement manufacturers in Southeast Asia sought to develop and strengthen its distribution network to all customer segments in Indonesia.

The objectives of the study were to:

Understand the structure of channels in the cement market, from distributors to wholesalers and retailers

The objectives of the study were to

Spire conducted groundwork study to formulate a hypothesis about the distribution network. These included interviews with industry experts (including associations, staff of company), as well as field observation and mystery shopping made by contractor companies (including visits to cement dealers, wholesalers and retailers).

In-depth face-to-face interviews were also held with key manufacturer’s staff; targeting staff that had full understanding of the products, pricing, channel and distribution, as well as staff specializing in distribution or supply chain management. Spire also conducted in-depth interviews in the Greater Jakarta, West Java and East Java areas with fabricators, distributors, dealer/wholesalers and retailers.

Our report provided critical conclusions relating to Indonesian channel characteristics and trends, enabling our client to expand its presence in the Indonesian market.

Project deliverables included:

Deep-dive profiling of the four largest cement manufacturers in Indonesia, including sales trend and cost and pricing structure
Analysis of channel types and characteristics
Sales transaction and business background for each retail shop category
Mapping of Distribution Flow and Channel Margin Structure for cement channels
Recommendations for channel entry strategy
Recommendations for improving and strengthening the client’s existing distribution channel management system to better address market 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

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

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.

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

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

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

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

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