Target market and product strategy for auto manufacturer

50+
Marketplace discussions.
1500+
Computer assisted web interviews.
10+
Competitors benchmarked.

Client

Leading global device manufacturer based in South East Asia with 10 manufacturing plants.

OPPORTUNITY

The client had plans to launch a telematics product in the Chinese market and wanted to conduct a consumer survey to gauge consumers’ awareness on telematics, their smartphone usage trends, likelihood toward telematics insurance, and willingness to adopt the telematics technology in China.

SOLUTION

Based on a detailed understanding of the problem, SG Analytics adopted the following approach to design a customized solution for the client:
  • Our team conducted exhaustive secondary research to understand the Chinese telematics market, including market size, product trends, growth drivers, entry barriers, regulatory framework, and key players to prepare the consumer survey.
  • The team held over 50 marketplace discussions with distributors, manufacturers and industry experts to understand the industry value chain and the potential market for the new player.
  • We conducted product benchmarking for 10+ competitors to find the most relevant target market and age group where the client could gain competitive advantage.
  • To gain insights into customer preferences and buying behavior, we conducted 1,500+ computer-assisted web interviews (CAWI) across Shanghai, Beijing, Guangzhou, Shenzhen, and Tianjin.
  • Finally, we developed a product strategy for the client based on product features, pricing, target market, and collaborations for product manufacturing.

VALUE DELIVERED

►
1
Identified a well-defined target market for growth where the client could implement the product strategy.
►
2
Developed a product strategy that enabled the client have first mover-advantage in the market.
 

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