Introduction

Case studies usually focus on one client in a particular industry. We depart from this view to discuss something many clients have in common.

The approach to defining the total addressable market depends on multiple factors such as type of product or system, application areas, main competitors, presence of local manufacturers, comparative features and specific industry requirements. The combination of verified data and the decades of our partner business experience add value to our clients’ businesses.

Our Solution

When developing a sales strategy for a country or industry sector in Asia, or in any market for that matter, the first step should be to define the total addressable market(s) for at least the next three years. At first glance that metric seems easy to establish, since that is what trade statistics are for. Sadly, that is not the case. We have learnt from hundreds of assignments that most new clients and their sales channels have little or no real idea what the total addressable market for a given country or market is.

Why is it important to know the total addressable market with reasonable accuracy?

(a) Where to deploy a company’s resources, particularly where multi-country decisions are concerned
(b) To be included in the value proposition when evaluating new distributors
(c) A basis for annual budgeting
(d) One of the KPI for subsidiaries

Results

Our clients benefit from this service as a basis to enable decisions to proceed with further steps such as Test Drive, Channel Development / Review and Partner Search.