How Nextyn Helped an Industrial Manufacturer Expand into Southeast Asia & Africa Through Expert-Led Focus Groups

Executive Summary

A leading industrial equipment manufacturer wanted to expand into Southeast Asia and Africa but faced challenges in:

• Understanding local demand for its products.
• Assessing pricing sensitivity and competitive landscape.
• Identifying regional buyer expectations and distribution challenges.

To validate demand and optimize its go-to-market strategy, the company partnered with Nextyn’s Research & Consulting team. Over a four-month engagement, Nextyn conducted:

• Focus group discussions with procurement managers & distributors across key regions.
• Competitive analysis to benchmark pricing and service expectations.
• Insights on regional industrial growth & infrastructure development trends.
• Actionable market entry recommendations based on buyer feedback.

Outcome: The manufacturer successfully entered two new markets, secured distribution partnerships, and increased revenue by 30%.

Client Profile & Challenges

Client Profile:

• Industry: B2B Industrial Manufacturing
• Project Focus: Market Expansion into Southeast Asia & Africa
• Target Audience: Procurement managers, industrial buyers, distributors

Challenges Faced by the Manufacturer:

• Limited Market Intelligence: The company lacked insights into industrial demand trends & customer expectations.
• Competitive Barriers in New Markets: Unclear differentiation strategies against local & international rivals.
• Uncertainty in Distribution & After-Sales Expectations: Buyers had varied preferences for supplier relationships & service models.
• Pricing Sensitivity & Economic Constraints: Market dynamics varied significantly across emerging economies.

Without qualitative customer insights, the company risked pricing misalignment, failed distribution partnerships, and ineffective market entry strategies.

Nextyn’s Solution

Targeted Focus Groups with Procurement Managers & Industrial Buyers

Nextyn conducted B2B focus groups in:

• Indonesia, Vietnam, Nigeria, and Kenya (high-growth industrial markets).
• Segments included government buyers, private sector firms, and construction contractors.
• Discussions focused on procurement challenges, service expectations, and after-sales support.

Competitive Benchmarking & Pricing Sensitivity Analysis

• Analyzed pricing models of local & global competitors.
• Assessed willingness to pay for premium vs. cost-efficient solutions.
• Developed a price-performance positioning strategy for each region.

Distribution & Partnership Strategy Development

• Identified preferred distribution models (direct sales vs. third-party partnerships).
• Mapped regional distributor networks to evaluate potential partnerships.
• Provided insights on financing options & lease models for large equipment purchases.

Regulatory & Infrastructure Investment Trend Analysis

• Evaluated infrastructure & industrial development policies in each market.
• Mapped government-backed industrial expansion programs.
• Assessed ease of doing business & regulatory compliance factors.

Impact & Results

• Successful Entry into Two New Markets: Expanded into Vietnam & Nigeria with strong distributor support.
• 30% Increase in Revenue from New Markets: Optimized pricing & market-specific sales strategies drove higher adoption.
• Strategic Distributor Partnerships Secured: Built long-term alliances with key industrial suppliers.
• Reduced Market Entry Risks with Data-Backed Insights: Customized GTM strategy eliminated uncertainties in demand & pricing.

By leveraging Nextyn’s B2B research & focus group insights, the manufacturer expanded into high-growth markets with a validated demand-driven approach.

Why Nextyn?

• Expert-Led B2B Market Research & Industrial Buyer Insights
• Deep Understanding of Emerging Market Dynamics & Distribution Strategies
• Proven Success in Industrial Manufacturing Market Entry Consulting
• Qualitative & Quantitative Research Integration for Strategic Decisions

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