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Pegasus Business and Market Advisory is an independent firm offering services in business consulting and market research on Asia-Pacific.

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Case Study - Market Scenario Analysis

Increasing Markets for Exported Fruits to Thailand, Malaysia and Singapore



(c) Pegasus Business and Market Advisory Sdn Bhd, Malaysia, 2002-2006                                      
30 June, 2006
The Client. The Client is an established exporter of fruits with export markets concentrated in Asia-Pacific.

Business and Market Scenario. The main markets for the Client's fruits in Southeast Asia were Thailand, Malaysia and Singapore. Though exporting to these countries for many years, the Client was unsure of the market potential and depended on local importers who also imported fruits from competing countries.

Business and Marketing Challenge. The Client wanted to know which fruits currently exported to Thailand, Malaysia and Singapore had strong export potentials, major competiing countries, major consumer segments for its fruits and subsequently develop recommendations to increase exports to these countries.

Approach by Pegasus. Information and data were gathered through desk research, retail observation, interviews with local retailers and importers and consumer surveys.


















































Market Findings.  The markets for each fruit exported by the Client  to Thailand, Malaysia and Singapore were categorised as those having mass and niche markets. Findings also indicated that the Client depended on a few local importers and (contrary to the Client's belief) did not have a strong business relationshio with the local importers

Business and Marketing Solution. Recommended to the Client to increase the number of local importers and develop a stronger business relationship. Also identified major consumer segments for each of the Client's fruit and recommended pricing strategies and targeted retail outlets to increase market penetration.








Pegasus Business and Market Advisory (PBMA) provides business and marketing research and advisory services focussing on Southeast Asia namely Malaysia, Singapore, Thailand, Indonesia, Philippines, Vietnam and Brunei. Contact corporate@pegasus-asia.com for further information.