1 Case Study – Outboard Motor Market Entry Study in Thailand, Indonesia, Philippines and Vietnam The challenge A Japan-based Global Fortune 500 manufacturer sought to launch a new outboard motor engine product to replace crude multi-purpose engines adapted for use in unorganized fishing and passenger transport boats. The objectives of the study was to develop market sizing, forecast, end-user purchasing evaluation, channel structure and competitor analysis (including products and pricing) for outboard motors. 2 Case Study – Outboard Motor Market Entry Study in Thailand, Indonesia, Philippines and Vietnam The process Spire conducted expert interviews with trade associations and government bodies, in-depth interviews with distributors/importers, intermediate, final-tier chan

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