market strategy

A global industrial automation leader sought to expand its presence in Asia’s Distributed Control Systems (DCS) platform market. Operating in a highly competitive and rapidly evolving landscape, the company needed to refine its go-to-market (GTM) strategy to better align with local market dynamics and buyer expectations.

Everest Group partnered with the client to deliver market-specific intelligence across key Asian markets. By combining buyer insights with competitive analysis, Everest Group helped the organization sharpen its pricing and GTM strategy.

The engagement enabled the client to realign its market approach, refine pricing strategies, and strengthen its competitive positioning. As a result, the organization improved its ability to address local buyer needs and compete effectively in one of the most dynamic and price-sensitive regions globally.

Client Challenge

Navigating complex and competitive Asian markets

The client aimed to accelerate growth in Asia’s DCS platform market, a segment characterized by aggressive pricing, diverse buyer requirements, and increasing expectations around cybersecurity and system integration. While the company had a strong global presence, its existing GTM strategy required localization to succeed in these markets.

One of the primary challenges was understanding the nuances of buyer expectations across different Asian markets. Customers demanded not only competitive pricing but also simplicity, reliability, and strong post-sale support. Additionally, expectations around cybersecurity and seamless integration with existing systems were rising, adding complexity to product positioning and value communication.

The organization also faced intense competitive pressure from both global players and regional providers, many of whom had already adapted their pricing and sales strategies to local conditions. Without a clear understanding of how its offerings compared, the client risked losing market share or engaging in pricing strategies that could erode margins.

Internally, the company needed external validation of its positioning and a clearer view of how to balance affordability with value differentiation. Leadership required actionable insights to refine pricing models, align sales approaches, and strengthen its overall GTM strategy.

To address these challenges, the client engaged Everest Group to provide localized, data-driven insights and strategic recommendations tailored to the Asian market landscape.

Everest Group Solution

Localized intelligence and actionable GTM strategy

Everest Group delivered a comprehensive, market-specific analysis designed to help the client refine its GTM strategy and strengthen its positioning across Asia.

The engagement began with gathering the voice of the customer across key Asian markets. Everest Group analyzed customer feedback on critical factors such as usability, support, system integration, and cybersecurity capabilities. These insights provided a clear understanding of buyer priorities and expectations in different regions.

In parallel, Everest Group conducted a detailed benchmarking of the client’s GTM approach, including sales structures and pursuit models. This analysis compared the client’s practices against competitors and leading market approaches, identifying gaps and opportunities for improvement.

Everest Group also developed a commercial playbook outlining pricing strategies, discounting approaches, and monetization tactics. This playbook was tailored to reflect regional market dynamics and competitive pressures, enabling the client to adjust its pricing without compromising profitability.

To further refine positioning, Everest Group performed differentiator mapping to highlight the client’s strengths and identify areas requiring enhancement. This helped the organization clarify its value proposition and communicate it more effectively to target buyers.

All recommendations were tailored to local market conditions, ensuring relevance and practicality. The result was a set of actionable strategies that enabled the client to align its GTM approach with buyer expectations while maintaining a strong competitive stance.

Results

Refined strategy and stronger competitive positioning

Everest Group’s insights enabled the client to reframe its GTM strategy to better align with the realities of the Asian market.

The organization refined its pricing strategy to reflect local market norms while protecting margins. This balance allowed the client to remain competitive without compromising profitability. The GTM approach was also simplified, making it easier for customers to understand the value proposition and engage with the offering.

In addition, the client identified targeted improvements across support, training, and cybersecurity capabilities, addressing key buyer concerns and strengthening its overall offering.

These changes led to improved competitiveness across key Asian markets. The organization was better positioned to respond to customer needs, differentiate itself from competitors, and pursue growth opportunities with greater confidence.

“Everest Group helped us decode complex local buyer needs and provided the actionable insight we needed to sharpen our pricing and GTM strategy in highly competitive markets.”

Why Everest Group?

The client selected Everest Group for its deep expertise in market intelligence and its ability to deliver actionable, localized insights.

Through a structured approach combining buyer feedback, competitive benchmarking, and commercial strategy development, Everest Group enabled the client to refine its GTM strategy for Asia. The engagement demonstrated Everest Group’s ability to translate complex market dynamics into clear, practical recommendations.

By aligning pricing, positioning, and sales strategies with regional expectations, the client is now better equipped to drive sustainable growth and strengthen its presence in Asia’s competitive automation market.

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