Automotive Glass Competitive Analysis in Thailand

29 Apr 2020   |  Thailand

icon our client CLIENT

Creating competitor benchmarking with main OEM carmakers for a leading global manufacturer of automotive glass.

icon issue ISSUE

Our client, a leading global manufacturer of automotive glass operating several factories in South East Asia, wanted to make competitor benchmarking with main OEM carmakers in Thailand to adapt sales strategy for future biddings.

automotive glass competitive analysis

icon solution SOLUTION

YCP Solidiance identified the strengths and weaknesses of the client’s current product offering compared to other players in the market. We also identified the strengths and weaknesses of each competitor, from product technicality, price, and commercial perspective. Our team made a list of requirements of each car OEM glass buyers when sourcing glass for a new model. We also recommended the necessary changes to make in its commercial approach to win the competition and future bids.

icon approach APPROACH

YCP Solidiance team conducted 30 interviews with glass buyers (OEM and aftermarket), glass distributors, and cutting machine makers. The project content included a market overview, competitor’s technical and commercial strengths, weaknesses assessment, and sales channels review. Our team made a detailed benchmark of client Vs. competition product offering with a detailed rating system for each car OEM. This allowed our client to fully understand how he is perceived by each of its clients, what he should improve, and how he should adapt its commercial approach depending on each purchasing manager selection criteria and competitors’ car segment target. Continuous communication, presentations, and feedback ensured alignment and buy-in from Thailand’s manufacturing team throughout the study.

icon engagement roi ENGAGEMENT ROI

The client needed strategic information in order to change its approach with some OEM car makers, to increase its chances to win the next biddings against the competition. Information about export strategy of its competitor was also crucial for him to aggressively target these markets and anticipate competitors’ moves.