How an Indian Automotive Leader Addressed Challenges in Expanding its Agricultural Equipment Business in Southeast Asia
Ken Research guided a leading Indian automotive company to overcome barriers and successfully enter the Southeast Asia Agricultural Equipment Market with actionable growth strategies.
Client Background
A leading Indian multinational automotive manufacturing corporation, established in 1945 and headquartered in Mumbai, Maharashtra, approached Ken Research to unlock potential in the agricultural equipment market. The client is one of the largest vehicle manufacturers in India, known for its expansive product portfolio and strong operational capabilities.
Situation
The client recognized an emerging opportunity in the agricultural equipment market, driven by rising income levels, transformation of food consumption habits, and increasing demand for organic and healthy produce. They sought to expand their footprint into Southeast Asia, focusing on tractors, harvesters, and transplanters. However, they faced challenges in understanding the overall market opportunity and conducting a dealership analysis exercise at the South East Asia level.
Complication
The lack of granular market insights created bottlenecks for the client:
- Limited understanding of untapped opportunities and competition in key regions.
- Difficulty in identifying customer cohorts and determining operational feasibility for new dealerships.
- Need for a strategic framework to evaluate and prioritize expansion into multiple countries, including the Philippines, Indonesia, and Thailand.
These gaps hindered the client’s ability to make informed decisions and set up an exponential go-to-market strategy.
Question
How can the client effectively evaluate market potential, overcome competition, and establish a strong dealership presence in Southeast Asia’s agricultural equipment market?
Answer
Ken Research partnered with the client to provide actionable insights and a data-driven roadmap to address their challenges. The engagement was executed in three phases:
Phase 1: Market Study and Industry Insights
- Conducted an in-depth market assessment, showcasing potential across product categories such as tractors, harvesters, and transplanters.
- Held detailed discussions with top decision-makers to uncover the positioning of the agricultural equipment industry in Southeast Asia.
- Delivered insights that enabled the client to align their business strategy with the unique market dynamics of the region.
Phase 2: Segment Analysis and Competition Framework
- Mapped major catchment areas and untapped regions within key cities.
- Performed geo-mapping exercises to understand customer cohorts and living standards.
- Benchmarked competitors across operational and financial metrics to provide a clear understanding of market positioning.
Phase 3: Recommendations and Advisory
- Provided a comprehensive roadmap for entering the Southeast Asian market, supported by a detailed analysis of dealership opportunities.
- Identified high-priority regions in the Philippines, Indonesia, and Thailand for expansion.
- Enabled the client to evaluate white space opportunities and develop a robust dealer network strategy.
Results
The client achieved remarkable milestones through Ken Research’s expertise:
- 50+ cities successfully assessed for market entry opportunities and dealership potential.
- 30% growth in market penetration within the first year of expansion.
- Developed a strategic framework that improved decision-making efficiency by 40%, enabling swift execution of dealership agreements in new regions.
Ken Research’s advisory empowered the client to navigate complexities, capitalize on emerging opportunities, and achieve sustainable growth in the agricultural equipment market.
