1. Spire Research and Consulting
Case study – Signage Media
Strategic research in Southeast Asia
Client: A Fortune 500 chemical producer
Situation: The client was developing a business plan for successful market
entry in Southeast Asia (ASEAN)
Project objectives: To analyze the outdoor signage materials market in
Indonesia, Malaysia, Thailand, Vietnam and Singapore, to enable our
client to develop & execute a viable market entry plan. This included
securing good distributors in each market
Methodology:
Interviews with material distributors supplying to factories that
produce printed or un-printed material for outdoor signage, bill-
boards and posters
Analysis of secondary data on legal, regulatory and macro-
environmental issues
Expert interviews with trade associations and government bodies

2. Case study – Signage Media (cont’d)
Strategic research in Southeast Asia
Report deliverables: A report addressing –
(A) Market size and demand forecast
(B) Key application segments for signage and their demand
characteristics
(C) Pricing, competitor shares, competitor strategies
(D) Legal/regulatory issues (compliance, import duties)
(E) Value-chain analysis – distribution structure, mark-ups and channel-
principal relationships
(E) Analysis of competitive success factors
(F) Recommendations for marketing and sales strategies
Outcome: Our client used Spire’s report to begin selling its products to
distributors in the ASEAN market, exporting from Korea and China

3. Tel: (65) 6838 5355
Fax: (65) 6838 5855
78 Shenton Way #20-01
Singapore 079120
sg.info@spireresearch.com
www.spireresearch.com