How Market Research Helped a Canadian
Manufacturer Make the Right India Entry Decision
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Industrial Manufacturing | Market Sizing | Go-to-Market Strategy
The Business Challenge
A leading Canadian manufacturer of specialized control room consoles and technical furniture was exploring opportunities to expand its presence in India.
The company already served the Indian market but wanted to evaluate whether establishing a local manufacturing facility would improve its competitiveness, market reach and profitability.
Before committing to a substantial investment, management needed answers to several strategic questions: How large was the addressable Indian market? What were customers' product requirements and price expectations? How strong was the competitive landscape? Would local manufacturing deliver better returns than an import-and-distribution model?
Our Research Approach
eMpulse undertook a comprehensive market assessment combining primary and secondary research.
The study included:
- 1. Market sizing, growth projections and competitive analysis.
- 2. In-depth interviews with decision-makers across utilities, telecommunications, financial institutions,
transportation and mission-critical control room operations. - 3. Quantitative research to assess market potential.
- 4. Evaluation of pricing, purchasing preferences and distribution models.
- 5. Development and comparison of alternative market-entry strategies.
The findings were translated into practical business scenarios and evaluated using a structured decision-making framework.
Key Insights
The research identified opportunities for the manufacturer's products in India but also highlighted significant challenges associated with local production.
Establishing a manufacturing facility would require substantial investment, while the expected returns were limited. Import duties and local levies also affected the economics of sourcing components.
A distributor-led approach offered a more practical route for developing the Indian business without immediately committing to manufacturing infrastructure.
Business Outcome
A major investment decision informed by research
The company decided against establishing a local manufacturing facility and instead pursued a dealer-based market-entry strategy.
The company subsequently established distributor partnerships in northern and southern India. As sales volumes developed, it also appointed a country manager to support its Indian operations.
Business Lesson
Market research is not only about identifying opportunities. It can also help businesses avoid investments that are commercially unattractive and select more suitable growth strategies.
