Chemicals & Materials

Spire’s work in the chemicals and materials space has addressed subjects ranging from sales and marketing problems to competitor benchmarking and threat response.

We are well versed in a broad spectrum of product categories. Our experience ranges across a broad spectrum of chemical and material products ranging from inorganic to organic chemistry and from resins and additives to industrial gases, from materials such as cement and structural wood, to glass and ceramic.

Issues & Opportunities

Signage media – Strategic Research in Southeast Asia

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.

The objectives of the study were to

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:

Market sizing and forecasts for the signage media business in ASEAN;
Breakdowns of key application segments for signage and their demand characteristics, pricing, competitor shares, competitor strategies, legal/regulatory issues (compliance, import duties), value-chain analysis (distribution structure, mark-ups and channel-principal relationships); and
Analysis of competitive success factors and recommendations for marketing and sales strategies.

Organo-silanes – Partner Research in China

A US-based chemical producer sought to reduce global production costs by outsourcing organo-silanes manufacturing to China, where business costs, such as labor and land were relatively low.

The objective of the study was to identify potential joint-venture or contract manufacturing partners for the production of organo-silanes in China.

The objectives of the study were to

Spire conducted secondary research to determine appropriate experts and industry players. This was followed by interviews with experts to understand the broad organo-silanes industry landscape.

Our consultants then held interviews with downstream dealers and end-users to identify leading manufacturers of organo-silanes with the largest volume of production located in China. Direct interviews and plant visits were carried out with the top ten manufacturers to determine the companies’ capabilities and fit with our client.

Forestry products – Market potential assessment for Spruce-Pine-Fir lumber in China

A non-governmental organization based in Canada was seeking to promote products from its forestry sector to international markets. Significant volumes of Canadian Spruce-Pine-Fir (SPF) wood products were being imported into China to be used in non-appearance applications. However, there was a lack in understanding of the product usage and characteristics most valued by customers in this market segment.

The objectives of the study were to understand wood products manufacturers’ requirements for non-appearance lumber and the characteristics of their ideal material, which would assist Canadian sawmills in targeting this market.

The objectives of the study were to

Spire’s report provided estimates of likely demand for SPF wood of varying parameters, which were used as inputs by Canadian sawmills to determine if they should modify their production processes to address this potential.

Project deliverables included:

Current and future industry growth trends and government regulations relating to softwood logs and lumber in China
Current and forecasted market size potential for softwood lumber which may be substituted by SPF
Market segmentation by product uses, customer segments, usage parameters and wood species
Major species of wood used and purchased by wood products manufacturers and the major end uses for each specie
Common requirements and parameters for lumber used in the production of each end product among wood products manufacturers
Procurement requirements and decision making process of wood products manufacturers
Key supplier selection criteria and the importance of each criterion

Commodity plastics – Strategic research in Asia

The objectives of the study were to

Project deliverables included:

Current and future industry growth trends and government regulations relating to softwood logs and lumber in China
Current and forecasted market size potential for softwood lumber which may be substituted by SPF
Market segmentation by product uses, customer segments, usage parameters and wood species
Major species of wood used and purchased by wood products manufacturers and the major end uses for each specie
Common requirements and parameters for lumber used in the production of each end product among wood products manufacturers
Procurement requirements and decision making process of wood products manufacturers
Key supplier selection criteria and the importance of each criterion

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.

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