1. Spire Research and Consulting
Case study – Outboard Motor
Market entry study in Thailand, Indonesia, Philippines and Vietnam
Client: A Japan-based Global Fortune 500
manufacturer
Situation: The client 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
Project objectives: To develop market sizing,
forecast, end-user purchasing evaluation, channel
structure and competitor analysis (including
products and pricing) for OBMs
Methodology:
Expert interviews with trade associations and
government bodies
In-depth interviews with distributors/importers,
intermediate and final-tier channels and
manufacturers of OBMs
End-user interviews with fishing and passenger
transport boat owners in sea and river port
towns, eg Phuket, Chonburi,
Nakornsithamarat, Suratthanee, Camau, Vinh
Long, Samarinda, Manado, Bali, Iloilo

2. Case study – Outboard Motor (cont’d)
Market entry study in Thailand, Indonesia, Philippines and Vietnam
Report deliverables: A report addressing –
(A) Market size (historic and forecast) and population for OBM in four
countries
(B) Market breakdown by product category (eg engine horsepower
range), customer segment and geographic region in each country
(C)Competitor analysis – strategy, targeted segment and key selling
points for each major competitor
(D) Customer decision dynamics – profile, usage of engine (eg
replacement cycle), income and demographic characteristics,
brand perception, purchase decision factors, price sensitivity
(E) Macro-environmental assessment including import duties,
environmental standards, quality and safety certification required,
etc
(F) Recommendations for segment/geographic prioritization, product
specs, pricing, marketing activities and distribution/go-to-market
model
Outcome: Our client used Spire’s report to develop a business plan
and allocate investment for a new product launch.

3. Tel: (65) 6838 5355
Fax: (65) 6838 5855
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Singapore 079120
sg.info@spireresearch.com
www.spireresearch.com