Xcellent Lighting - A new holistic corporate strategy for an Asian design furnishing manufacturer

BACKGROUND

​

Our Client, Xcellent Lighting, is a medium-sized manufacturing company based in Thailand, where it has both corporate offices and a production plant. The Client is part of a larger Taiwanese industrial group.

​

Among its business activities, our Client is designing in-house and the producing decorative lamps equipped with LED bulbs. The peculiarity of these lamps is that are made of an acrylic blade, which allows a high level of personalization, according to the preferences of Xcellent Lighting customers.

​

Xcellent Lighting is well established in Taiwan, China, and Thailand, where it benefits from its own sales network. However, our Client’s aim was to diversify the dependency on its main market, and to expand its business activities by going international.

​

Accordingly, ADVISINGASIA designed the most suitable corporate strategy, identifying promising overseas markets to enter first, as well as assessing the competitive environment and the successful way for entering such target markets.

​

After defining this long-term strategy, ADVISINGASIA helped Xcellent Lighting build from the very beginning a sales network both in Middle East and in the European Union. We got in touch with potential agents and distributors and participated to some world-class lighting and interior design exhibitions as well.

THE CHALLENGE

​

Our Client decided to completely review its commercial strategy with regard to both local and foreign markets.

​

Having a very good level of craftmanship and quality control, our Client was ready to boost its presence on the local and export markets.

​

The challenge for ADVISINGASIA was to establish a new network of dealers and distributors in main GCC (Gulf) nations and selected European countries, where Xcellent new product lines would have been most suitable.

OUR SOLUTION

​

After preliminary meetings and analysis, we proposed our Client the following strategy:

• Market analysis and data collection, to understand competitive environment, market potential, foreign customers’ behavior and preferences, etc.

• An in-depth detailed feasibility study, to shortlist suitable dealers and distributors in each and every chosen country.

• A specific business plan, including as well market entry strategy, marketing plan, and financial plan.

Convinced by the results of our studies and plans, our Client decided to start its export operations towards some selected GCC and European countries.