Regional competitive intelligence study on the trade fairs and exhibitions market for a government agency in Asia
The client, a government-backed convention bureau in an Asia Pacific country, needed to evaluate the regional competitive environment and to size the market for trade fairs and exhibitions in order to support the construction of a new exhibition facility, across 26 industries of manufactured goods such as textile and garment, food processing and manufacturing, electric equipment and machinery, electronic and telecom equipment, plastic, paper, rubber etc.
Synovate utilized a macro-economic approach to analyze secondary research information such as export / import statistics, industrial output, and number of enterprises in order to estimate the market potential and to identify the key industries most likely to organize trade fairs and exhibitions. Regional exhibition facilities were also identified to understand the competitive environment. In-depth executive interviews were further conducted with key industry experts and trade associations to substantiate the study by identifying key industry patterns and trends.
Synovate's analysis supported the government agency in its industry-targeting strategy, and to better position and market its new facility against regional alternatives.