Research Objectives

The client was struggling to grow at a faster pace as compared to its competitors in the South East Asian markets (mainly ASEAN-6).

The client wanted to conduct a comprehensive market assessment, customer assessment, and route to market strategy in South East Asian countries to better understand the market dynamics, competition, value chain, and develop a strategic future roadmap to grow in ASEAN markets.

Research Methodology

Our research methodology was primarily focused on primary research and interviews to collect the information and insights from each of the 6 ASEAN countries such as Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam.

Approximately 20-30 interviews were conducted in each country across all stakeholders, including suppliers/manufacturers, distributors/wholesalers, and end customers to collect information and validate insights.

We have also interviewed and discussed with various industry experts, associations, and government authorities to understand the future potential and prospects.

Research Outcome

Market assessment of decorative paints in ASEAN – 6 countries (Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam)

Estimated size of the addressable decorative paints & coatings market by country Market segmentation such as residential, commercial, and industrial Segmentation by retail vs project business Market segment by product type
(emulsion, enamel, and others) .

Understand key customer segments with
respect to  their decision making, expectations, and satisfaction level from paints & coatings suppliers.

Channel strategy and key success factors of key competitors in each geography.

Develop a route to market growth roadmap.