IT & CONSUMER ELECTRONICS SECTOR
For HEWLETT PACKARD (HP): 9 ASIA COUNTRY BRAND AUDIT
Client had always thought that they were first in every media area but had wanted to check media pulse across 10 Asian countries (Australia, China, Hong Kong, Indonesia, Malaysia, Thailand, Taiwan, Singapore, South Korea) . Our consultant assessed media perception of imaging products (laser, inkjet printers, multi-format printers, consumables) in terms of communications input from Asian IT journalists for HP, Canon, Epson and other competing brands.
Result? Client was initially shocked with unbelief to discover that they did not fare well in 3 critical areas (value, quality, friendly. Its former arrogant and proud Number 1 culture had blind-spotted itself to its internal weak areas.
Client Benefits? Client’s Marketing and Corp Comms Depts collaborated with R&D to repair media damage.
For Thomson Consumer Electronics: ASIA MARKETING STRATEGY
Client was facing issues of declining profitability caused by eroding market shares. Our consultant formulated client’s Asia strategy by analyzing markets and modeling of competitor and product market share and profitability. Product portfolios included color television sets (CTV), decoders (DVD), and digital-television (DTV). Our analysis compared competitors’ historical sales growth rates on a product line and country basis with the market rates.
Result? Client followed our strategic recommendations to discontinue several obsolete and low-demand product lines, thus saving millions from divesting poorly-performing products. Client also followed our advice to re-locate manufacturing operations to India and China, leaving a minimal marketing presence in Singapore.
Client Benefits? Client’s brand emerged better positioned, re-focusing on its relevant core products.
For Daikin: ASIA AIRCON COMPETITIVE INTELLIGENCE & COMPETITOR PROFILING (SINGAPORE, MALAYSIA, THAILAND, PHILIPPINES)
Client wanted us to compile competitive intelligence on their strongest Western competitor as well as several second-tier competitors.
- Competitor’s corporate structure and ownership
- Mission and culture
- Global and regional HQ influence
- Chiller aircon success factors
- Competitor’s success factors.
- Reasons why they’re market leadership position
- Current & Future sales and marketing strategies
- Channel strategy: Distributors and dealer network structure
- Regional distribution strategy
- Examples of Competitor’s expansion
Result? Client was able to better understand their top competitor in Asia
Client Benefits? From this study, we developed strategic recommendations to enable Client to better compete against its market leader competitor and market follower competitors and to capture a bigger market share.
For Daikin: SINGAPORE RESIDENTIAL AIR CON MARKET ANALYSIS
Client wished to assess the domestic residential air-conditioner market in terms of market sizing, product positioning, competitive dynamics and market outlook as part of its ongoing efforts to build industry knowledge on selected industries. Tasks:
- Assess the current economic/business environment and its implications on the air-conditioner market.
- Assess the property market and construction industry and its implications on the air-conditioner market.
- Determine air-conditioner market and segment sizes, characteristics, trends and future potential.
- Identify customer segments, applications, requirements and future dynamics.
- Identify the top five competitive brands in the market, and estimate competitive market shares and their success within each product segment
Result? Client was able to understand the attractiveness of the market.
Client Benefits? Client was able to better market to its target market segments and compete more effectively against its competitor brands.
For Reuters: 4 ASIAN COUNTRY FISHING TRADING PORTAL INCUBATOR FEASIBILITY STUDY
Client was considering investing US$2 million in a real-time trading portal for fishing industry across South Korea, Thailand, Singapore and Malaysia. The website offered a spot price for each type of fish, and much news about catches and different markets around the world. There would be links offering access to shipping and refrigeration. Market sizing and segmentation, analysis of legal and regulatory environment, profiled major online players and their market penetration, competitive intelligence and analysis of their critical success factors, fishermen trading patterns and language translation costs for real-time 24/7 help line.
Result? Recommended client a ‘no immediate market entry’ until they fixed technical startup problems. Language translation costs were very high and PC penetration rate was low among traditional entrepreneurs fishermen traders. Links had to be made with major fish suppliers, and the site had to be translated into Korean, Thai and Chinese.
Client Benefits? Twelve months later, the portal was born.
For M2B (Mobile to Broadband): ASIA BROADBAND MARKET FEASIBILITY STUDY
Client operates Singapore’s first broadband TV which is an IPTV media broadcaster that brings news and entertainment over the Internet to the TVs of its subscribers through custom set-top boxes. Digital business is big business. The global ICT digital industry was worth approximately US$3 trillion during the study. The broadband industry was projected to have 216 million fixed and 61 mobile subscribers. Asia Pacific broadband has boomed. In 2006, global broadband subscriber size was about 216 million fixed line (and 61 million mobile) subscribers. Asia Pacific then had about 68 million subscribers in 2006. The figure was expected to grow to about 156 million subscribers by 2010.
Analysing Forces at Work: In this section, we analysed the key market and technological forces that would potentially disrupt existing industry value-chains and market structures. These forces were loosely grouped under:
- Broadband Network Access
- Broadband Customer Demand
- Broadband Supply Chain Inter-dependencies
- Linkages Online Business Models
- Market Size, Drivers and Trends
- Competitive Analysis
- Other indicators of Singapore broadband market data
- Our strategic recommendations included a Marketing Plan
Result? Client struck partnerships with a retail chain and karaoke equipment retailer to distribute its set-top boxes. Client also announced a partnership with a Singapore media company to launch a first-ever video news on-demand channel.
Client Benefits? It expanded its broadband TV service, increasing its 40 TV channels delivered live over the Internet to 55 channels.
For UNEXT, a US E-Learning Company: SOUTH KOREA E-LEARNING MARKET ENTRY FEASIBILITY STUDY
Client’s online university members composed of Columbia Business School, Stanford University, University of Chicago Graduate School of Business, Carnegie Mellon University and London School of Economics and Political Science. They were considering entering the Asian market starting with South Korea as a pilot study. We conducted an assessment of South Korea’s e-learning market (B2B and B2C) in terms of an environmental scan, competitive dynamics and market outlook, and to develop strategic recommendations for Client. Issues analysed included superiority of technology platform or partner, top-quality educational content or partner, branding and foreign language translation requirements.
Result? Recommended client that this market was attractive to enter and to commit to invest over the next 3 years to enter. As a new entrant into Korea, we recommended that Client adopt an aggressive differentiating strategy in order to fulfil its objective to be the leader in Asia. This was to be a composite of product offering, price, promotion, distribution channel selection, customer understanding and tactics.
Client Benefits? Client subsequently formed a joint venture with a former Samsung CEO.
For Motorola’s Systems Integration Division: JAPAN SYSTEMS INTEGRATION (SI) MARKET ENTRY STRATEGY
Client from US HQ’s Illinois Schamburg office specifically requested for our CEO Lawrence Yeo to handle this strategy project. They had wanted a detailed understanding of the Japanese business landscape and competitive intelligence (CI) of the main systems integrator competitors.
Tasks: Also conducted CI on big and medium sized Japanese SI players in terms of hardware, software and solutions segments. Analysed target’s organizational structure, alliances, joint ventures, acquisitions, financial performance, sales and marketing strategy, business dynamics, our client’s ability to replicate its competitor’s key success factors and core competencies to capture market share leadership and analysed players’ SWOTs and critical success factors. Market sizing and segmentation, analysis of legal and regulatory environment, Interviewed several Japanese corporate customers of systems integration and their willingness to partner with client and obtained their terms of trade and alliance wish-list.
Result? Recommended client an alliance strategy with 3 optimum medium-sized Japanese SI partners. Arranged meetings between client and these partners. Formulated a Japanese market entry strategy involving an alliance strategy.
Client Benefits? Client successfully entered Japanese SI market based on our marketing research and strategic recommendations