Objective and Scope:

The client, a leading multinational professional services firm, was working for a renowned two-wheeler (2W) manufacturer in India. For this, it sought Benori’s assistance in conducting a feasibility analysis of eight South East Asian (SEA) countries to set up a 2W manufacturing plant. The study is divided into two broad phases: 

• Phase 1: Feasibility analysis of countries and selection of the market
• Phase 2: Location selection for the shortlisted countries

Approach:

In phase 1, we conducted extensive secondary research to understand and collect information on the eight SEA countries. Data was collected on macro-economic, critical, and sector-specific factors to select the top two favorable countries for 2W production.

In phase 2, extensive secondary research was followed by in-depth interviews with senior-level executives to collect information on the two selected countries. We evaluated various parameters, including automotive, infrastructure, utilities, manpower, and country-specific factors, and benchmarked them against a scorecard to arrive at the location preferences for a new 2W plant.

Impact:

The research helped shape the client’s strategy for operating in the SEA 2W automotive sector by:

• Gaining a deep understanding of the market for 2W manufacturing in SEA countries
• Providing a detailed attractiveness matrix to narrow down to a particular country and then to a specific location where they could potentially set up the 2W manufacturing unit