
Food
Spire is proud to have delivered a substantial body of work in food & beverages products, ranging from market entry studies and market opportunity reports to full-blown marketing strategy audits for food export associations.
Our work in the food & beverages and agricultural commodities space has addressed categories ranging from primary produce, processed foods, alcoholic and non-alcoholic beverages to non-food agricultural products such as palm oil and wood.
Product categories we have studied include bottled water, organic food, sugar confectionaries, edible nuts, maltose syrup enzymes, wine, palm oil, jatropha and crop protection.
Issues & Opportunities
Specialty Maltose Syrup – Holistic Market Environment Research in China

A leading global biotechnology company producing enzymes and micro-organisms had observed growth in the specialty syrup market. It sought to obtain a deeper understanding of the market and customer demand trends.
The objectives of the study were to forecast the size of the overall market, gauge customer demand patterns (i.e. applications, functions and compositions of specialty maltose syrups), as well as understand available products and prices in the market and the strategies of competing specialty syrup producers.
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire held face-to-face in-depth interviews with major specialty syrup producers, importers, distributors and industry experts. Telephone interviews were also conducted with major end-users of functional maltose syrup, including confectioneries, beverage producers, dairy products manufacturers, pharmaceutical companies, etc. Secondary research were carried out as well.
The study suggested that the Chinese market lacked an understanding of specialty syrups and required education from our client for the growth opportunity to materialize.
Project deliverables included a report detailing:
- Current and forecasted market size for specialty syrup
- Local practices and government regulations
- Market segmentation by product categories, customer segments and geographic regions
- Current applications and functions of functional maltose syrup within each end customer segment
- Required functional maltose syrup composition for various applications and functions
- End-users’ awareness of other functions of functional maltose syrup not currently exploited and the degree of receptivity to these new functions and applications
- End-users’ purchase and usage patterns, decision making dynamics and satisfaction with current suppliers/brands, unmet needs
- Profile of key specialty syrup producers
Raisins – Market Environment Research, Strategy Audit and Consulting in Asia

A Western trade association of raisin producers had been losing market share to suppliers from low-cost export locations in Asia.
The objectives of the study were to:
- Assess the position of our client in Malaysia, the Philippines, Singapore and Thailand in the context of the local raisin market
- Assess the effectiveness of their current marketing strategies
- Recommend a road-map for growing export sales in the region
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 secondary research pertaining to the raisins market in ASEAN for hypothesis generation and to aid questionnaire design.
In-depth interviews were conducted with experts and trade customers, spanning importers, wholesalers, retailers, bakeries, confectionaries, food manufacturers and food-service providers. This was carried out in conjunction with retail observation at outlets selling raisins and raisin-containing products. On the basis of the research conducted, Spire then assessed the strategy and activities of the association’s appointed marketing consultant in Southeast Asia.
Our client used Spire’s report to evaluate its level of investment and adjust marketing and promotion activities accordingly for each market.
Project deliverables included a report that included:
- An analysis of salient features of the market landscape for the raisin trade, including prioritization of key vertical segments
- Recommendations for trade and consumer marketing activities that would yield the best return on investment (ROI)
Mixed Alcoholic Beverages – Market Entry Study for Premium Craft beer in China

A US association of craft beer producers sought to tap onto the growing westernization and affluence of the Chinese consumers and gain entry into the Chinese beer market.
The objective of the study were to assess the current size and potential of premium beer industry in China, with a focus on imported beer and western brands. The client aimed to gain insights on the profile of target customers, alcohol consumption patterns, decision making process and degree of acceptance towards the client’s new beverage.
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 in-depth face-to-face interviews with brewers and importers of local and international beers, trade development agencies as well as relevant food authorities across Tier 1 and Tier 2 parts of China. Interviews with channels including on-site consumption channels and retail outlets were also held to assess the pricing and receptivity of the products.
The client used our report to develop a business plan and an entry strategy for the Chinese market.
Project deliverables included a report detailing:
- Market size and forecast for international beer as well craft beer
- Assessment of the supply chain and channel strategy to distribute craft beer
- Competitor analysis including benchmarking activities of the top international beers in China
- Customer analysis to assess the value attributes and relevant messaging
- Assessment of CSIs and standards required in China
Infant nutrition – Competitor Benchmarking for Baby Food Products in Indonesia

A leading global baby food products manufacturer planned to restructure its sales force to compete more effectively, as well as increase its market share in Indonesia.
The objective of the study was to determine direct competitors’ sales force structure, remuneration bands, training and development programs and field strategies, so as to better equip our client to defend and increase its market share.
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 institutional customers (medical institutions and retail channels) to understand the client’s sales force performance versus the competitors’ across various modern and traditional channels. Our consultants also approached industry sales representatives, ranging from sales managers, supervisors and medical representatives to sales promotion staff, to elicit insights on best practices.
Our client used Spire’s report to implement improvements to its sales force organization structure and management in terms of new recruitment and deployment, remuneration principles and field strategies at hospitals and modern channels.
Project deliverables included:
- An analysis of overall infant nutrition market trends in Indonesia, competitor profiles, industry best practices
- Spire’s recommendations for competitor threat response
Edible nuts – Market Environment Research and Strategy Development for Edible Nuts in Southeast Asia

After seeing consistent growth in the US and European markets, an American trade association supporting the nut industry turned its attention to the burgeoning markets in Southeast Asia (SEA).Spire was tasked to support its development of a business plan to boost sales in Southeast Asia.
The objective of the study was to determine the position of the trade in SEA, so as to better equip our client to defend and increase volume sales and market share vis-à-vis substitute food products.
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

After gaining an overview of the nut industry in Asia through secondary research, Spire conducted in-depth interviews with participants involved in the edible nut value chain, including importers of raw nuts, food manufacturers, retailers and bakery store operators in the food service industry, as well as exporters outside the US. Simultaneously, consumer surveys were also conducted via street intercepts at major shopping centers or retail districts frequented mainly by middle and high income consumers, in Malaysia, Thailand, Singapore, Indonesia, Philippines and Vietnam.
Our client used Spire’s report to review its level of advertising and promotion investment in Southeast Asia and adjust marketing activities so as to optimally address opportunities in key segments.
Project deliverables included:
- An analysis of snack-food value chain characteristics in each country, competitive success factors in marketing to the trade (bakeries, manufacturers, etc.)
- Spire’s recommendations on marketing activities yielding the best return on investment (ROI)
Biscuits – Strategic Market Entry and Partner Selection Research in China

A leading Asian producer of sugar confectionery products had been exporting to the burgeoning China market and was considering launching biscuit products to expand its market presence.
The objectives of the study were to:
- Assess the potential of the biscuit industry in China to ensure a successful launch of the client’s products
- Identify and recommend suitable business partners in advertising, packaging and distribution
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire undertook secondary research to understand the overall market environment and trends for the snack food market in China, in particular, biscuits. Our consultants identified and screened potential partners for branding, packaging design, advertising and distribution.
Mystery shopping and retail observations further enabled a better understand of market pricing, promotional and placement strategies of incumbent competitors. Based on our client’s brief, focus group discussions were also conducted with middle-income consumers in Shanghai and Guangzhou to identify snack preferences and elicit feedback on the proposed product concept, packaging, prices and brand names.
Spire’s findings and recommendations enabled our client to decide on its positioning, pricing and preferred channels for market outreach. Spire’s recommendations for potential partners also enabled our client to implement a swift go-to-market execution.
Project deliverables included:
- Profiles of recommended business partners, assessment of consumer attitudes towards the new product vis-à-vis competing products
- An analysis of the strategies of successful brands.
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