Developing a Southeast Asia Go-to-Market Plan for a European Industrial Paint and Coating Solutions Provider

The client was a leading European provider of industrial paint and coating application solutions seeking to expand its presence in Southeast Asia.

While the company already had distributors in selected markets, performance was uneven and below potential. Management lacked a clear view of which countries offered the strongest commercial opportunity and where expansion would be most feasible from an operational and financial perspective.

The client faced several structural and strategic constraints:

• The client needed a practical market expansion strategy before committing resources
• The company required a decision framework covering opportunity, operational setup, partner options, and financial implications
• Multiple market entry scenarios needed to be evaluated in parallel
• The objective was to identify where to focus first and how to enter with lower execution risk

Accriona was engaged to develop a Southeast Asia go-to-market strategy and country prioritization framework.

Our role was to combine commercial and operational analysis into a practical expansion roadmap, assess feasibility by market, and support decision-making with financial models and on-the-ground partner intelligence.

Defined expansion objectives and evaluation criteria

We worked with the client to define market expansion objectives and establish an evaluation framework covering both commercial and operational dimensions, ensuring country prioritization would reflect practical execution realities as well as market attractiveness.

Assessed country opportunities across Southeast Asia

Accriona evaluated countries for sales potential, customer access, and overall market attractiveness, building a structured comparison of where the client was most likely to succeed.

Evaluated operational feasibility and execution requirements

We assessed operational feasibility by market, including business setup requirements, recruitment needs, and execution complexity, to identify what would be required to build an effective local presence.

Built country-level GTM plans with financial modelling

For priority markets, we developed country-level GTM plans supported by financial modelling, including worst-case, base-case, and best-case scenarios to help management evaluate risk and investment implications.

Identified and vetted local partners and market opportunities

Accriona identified and vetted potential distributors and strategic partners in prioritized markets, and mapped relevant industry exhibitions and other market opportunities to support in-market execution.

The engagement delivered measurable strategic and operational impact:

• A full Southeast Asia GTM strategy with country prioritization
• A clear decision framework combining commercial and operational analysis
• Financial models for multiple market entry scenarios by country
• A vetted list of distributors and strategic partners in priority markets
• A mapped set of relevant industry fairs and on-the-ground market opportunities