Industrial Products & Services

Spire has worked with many of the world’s leading industrial vendors to develop country and product launch strategies, implement strategic reviews of sales and marketing, evaluate potential importers as well as benchmark competitor products and pricing.

Examples of industrial products and services categories we have studied include cranes, industrial compressors and pumps, warehouse ASRS solutions, ATM machines, environmental chambers, hand-held tools, diesel generators, industrial weighing equipment and clean room engineering.

Issues & Opportunities

Surge Protection Devices – Holistic Market Environment Research in 8 Asia-Pacific Countries

A global Fortune 500 manufacturer of electrical and electronics products sought to develop business plans for new markets in the Asia-Pacific region.

The objectives of the study were to:

Gain an understanding of the size and potential of each country markets, as well as the market dynamics in terms of regulations, customer segments, channels and competitors
Make recommendations to generate substantial growth in each market

The objectives of the study were to

Spire conducted interviews with electrical and electronics trade associations, as well as regulatory bodies. Besides interviewing the top three competitors in each market to extract current sales data, forecasts and opinions about the market, interviews were also held with value chain players (e.g. electrical system integrators, distributors and retailers), as well as large customers in each customer segment.

A detailed analysis of legal, regulatory and macro-environmental issues using secondary data sources were carried out as well.

Our client used Spire’s report to develop business plans and sales targets for each country market. Spire was also involved in the initial brainstorming with the client’s local offices in three country markets as these business plans were being drawn up.

Project deliverables included a report addressing:

Market size, forecasted market growth, breakdown of volumes sold by customer segments and channel categories
Company profiles and strategies of the top three competitors in each market
Recommendations for market positioning, channels, and target customers in each market
Recommendations on country and segment prioritization

Light-emitting Diode (LED) industry – Value Chain Analysis, Customer Decision-making Dynamics Analysis and Customer Database Formation for LED Street Lighting Market

A Fortune 500 company specializing in the adhesive industry wanted to develop its adhesive business in the LED street light, LED bulb, LED tube and LED flexible tube industries in Taiwan and China.

The objective of the study were to:

Understand the LED street lighting market in Taiwan and China
Ascertain the value chain of LED street lights
Map the adhesive purchase decision-making process for LED street lights
Identify the key influencers and decision-makers for adhesive purchases
Develop a key customer database to enhance sales efforts

The objectives of the study were to

Spire’s findings and recommendation enabled the client to further develop its footprint in the LED street light and LED bulb/ tube/ flexible tube industries.

Project deliverables included:

Value chain analysis
Map value chain for LED street lighting
Understand roles and relationships of all parties in the value chainIdentify who bids in LED street lighting projects
Understand the business model of system integrators who work only on overseas projects
Customer decision-making dynamics for adhesive purchase
Map decision-making process of adhesive purchases for LED street lights
Identify key influencers and decision makers
Assess key decision making criteria and importance rating for each
Analyze overall satisfaction level for each adhesive brand among current users and reasons for satisfaction/dissatisfaction
Potential customer database
Provide information per company such as key contact person, contact details and production volume

Industrial Weighing Systems – Holistic Market Environment Research in Australia and Thailand

A leading European manufacturer of industrial weighing and inspection systems intended to grow its existing business in Australia and Thailand.

The objective of the study was to understand the size and nature of each country’s market, so as to formulate a business plan for aggressive growth.

The objectives of the study were to

Spire conducted an analysis of secondary data to understand legal, regulatory and macro-environmental conditions, as well as to identify major customers and suppliers of industrial weighing systems. In-depth interviews were also conducted with large end-customers in each key customer segments, such as meat packing, processed food manufacturing and logistics services.

Our consultants subsequently approached leading suppliers, channels and systems integrators in each market to gain insights into market and industry conditions.

Our clients used Spire’s findings to develop sales targets and business plans for Australia and Thailand.

Project deliverables included:

A comprehensive report analyzing overall addressable market size, size and dynamics for each customer segment, as well as the value-chain structure (addressing the role played by regional distributors and system integrators)
Recommendations for market value proposition, channel and segment targeting

Diesel Generators – Market Environment Research in Malaysia and China

A leading manufacturer of industrial equipment sought to reposition its products in the diesel generator set markets in China and Malaysia to boost sales, market share and profitability.

The objective of the study was to analyze the China and Malaysia markets for diesel generator sets, in order to develop a successful market growth strategy for each country.

The objectives of the study were to

Spire performed secondary research to identify appropriate primary interview targets and develop initial hypotheses about the diesel generator market for primary validation. This was followed by interviews with diesel generator distributors and main contractors, to develop data for market size, forecast, trend and competitor analysis.

We also contacted customers of diesel generators to extract information on demand patterns. The interviews usually included a visit to one or more sites of installed generators to gain first-hand understanding.

Based on Spire’s recommendations, our client developed a new positioning and marketing strategy for its products. They also gained sales leads generated from the research.

Project deliverables included:

A holistic market environment report that addressed market sizing and the feasibility of market entry for the diesel generator market in China and Malaysia
Regulatory conditions, competitive environment analysis, product pricing, customer decision dynamics and recommended marketing strategies for each country

Crane Industry Study – Customer Satisfaction Index (CSI) Study in Asia Pacific

A world leading crane manufacturer would like to evaluate the customer satisfaction Index (CSI) of their customers, after four weeks of using the crane. Through this project, the client hoped to gather insights and improve the quality as well as service level in the Asia Pacific region.

The objective of the study was to measure and track dealer direct customer and end-user satisfaction levels on a monthly basis.

The objectives of the study were to

Clean Room Engineering – Strategic Research for Clean Room Construction in Singapore

A Fortune 500 Japanese engineering and construction firm wanted to allocate sales and marketing resources to the Singapore clean room market for business expansion. However, it had to first secure internal support from its relevant departments.

Spire was tasked to secure vital information to aid in our client’s proposal. The objectives of the study were to analyze the potential of the clean room market in Singapore and recommend strategies for the sales and marketing teams.

The objectives of the study were to

Spire conducted secondary data analysis to forecast growth prospects in Singapore’s clean room market in specific vertical sectors such as electronics, petro-chemicals, life sciences and food processing. Our consultants held interviews with the relevant public sector agencies, clean room engineering contractors and their customers, especially production engineers in pharmaceuticals, semiconductors and other manufacturing industries.

Our client used Spire’s report to develop a business proposal that succeeded in allocating sufficient budget for implementing marketing and sales strategies to expand its business in Singapore.

Project deliverables included:

Analysis of the market size and growth potential of the clean room engineering industry
Analysis of competitive success factors, customer decision dynamics and recommended marketing and sales strategies

Auto Assembly Line Tools – Market Validation Study in China

A leading auto assembly tool manufacturer faced a flat-line in sales. It sought to boost shipments and increase market share for hand-held tools used in automotive assembly in the China market – a critical geographic segment. The objectives of the study were to conduct an independent analysis on the auto assembly line tool market in China in order to confirm the company’s internal findings, obtain additional competitive intelligence and unlock insights for new growth possibilities.

The objectives of the study were to

Spire conducted secondary research on current market conditions to source for key local market players. Interviews with trade associations and relevant government bodies were carried out to support the analysis and to determine the top five competitors. Spire then researched these organizations and mapped their current infrastructure. Further information was extracted from direct customers and assembly tool integrators.

At the conclusion of the project, Spire was able to confirm some market suspicions as well as identify key competitive gaps that our client subsequently addressed in order to win market share.

Project deliverables included:

Determination of China’s potential market size
SWOT assessment of the client’s business vis-à-vis competitors
In-depth competitor analysis of the top five companies in the auto assembly industry

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