1 Case Study – Signage Media Strategic Research in Southeast Asia The challenge A Fortune 500 chemical producer aimed to expand its outdoor signage media business to the burgeoning ASEAN markets – Indonesia, Malaysia, Thailand, Vietnam and Singapore. The objectives of the study were to provide an overview of the outdoor signage media business in the five countries and assist our client in securing reliable distributors in each market. 2 Case Study – Signage Media Strategic Research in Southeast Asia The process Spire began the study with secondary research on macro-environmental conditions, followed by interviews with trade associations and government bodies to derive initial hypotheses about the market. We also conducted interviews with material distributors and wholesale

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