1 Case Study – Diesel Generators Market Environment Research in Malaysia and China The challenge A leading manufacturer of industrial equipment sought to reposition its products in the diesel generator set markets in China and Malaysia to boost sales, market share and profitability. The objective of the study was to analyze the China and Malaysia markets for diesel generator sets, in order to develop a successful market growth strategy for each country. The process Spire performed secondary research to identify appropriate primary interview targets and develop initial hypotheses about the diesel generator market for primary validation. This was followed by interviews with diesel generator distributors and main contractors, to develop data for market size, forecast, trend an

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