Client's Needs and Challenges:

To identify the market opportunities and the product positioning message for a new product offering to be introduced in the Asia/Pacific Region for a global ICT MNC. The client also required IDC's expertise to provide a training workshop to the direct sales force.

IDC's Consulting & Custom Research Solution:

To achieve the client's objectives, IDC uses both qualitative and quantitative research methodologies, face-to-face interview, triangulated with IDC's existing syndicated research to paint the landscape from three perspectives:

a. Market Opportunity Assessment - The Sell-To Target Markets

b. Channel Partner Selection and Enablement -The Sell-Through

c. Go-To-Market deliverables - Whitepaper and custom events

Benefits:

IDC's comprehensive consulting and custom research approach provided a report to identify geographic and vertical target sectors, market access and channel dynamics which can assist the client to develop a clear strategy and allocation of resource for the region. In addition, IDC assisted the client to have specific go-to-market tactical activities with measurable results.

Client's Needs and Challenges:

With fierce competition and saturation in these traditional markets, the global technology leader who has in the past, mostly targeted large multinational enterprises to market its products and services re-oriented its focus to meet the needs of small and medium businesses (SMBs) in the Asia/Pacific region.

In targeting the SMB sector, it faced many key challenges:

• Understanding the psyche and the unique needs of SMB
• Developing strong and enduring working relationships with channel partners
• Competing effectively with smaller local players

IDC's Consulting & Custom Research Solution:

IDC Asia/Pacific addressed these issues through a custom designed research study. The key target segments consisted of channel partners and end-user SMB decision-makers. IDC used a three-pronged research instrument approach to fulfill the client's information needs - Focus Group Discussions, Face to face in-depth interviews, and the Telephone Survey. Each instrument serves a distinct purpose and taken together serve as a comprehensive research solution.

Benefits:

Through the Consulting & Custom Research, the global technology leader found solutions to the challenges and effectively exploited the enormous SMB opportunity in the Asia/Pacific region. The research helped them obtain a comprehensive understanding of the SMB market environment and customer needs. It also served as a guide for their channels partner strategy through both in-depth exploratory information as well as hard numerical data.

For more information or to learn about how IDC Consulting and Custom Research can do the same for you, please contact us.