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When a global industrial automation pioneer set out to sharpen its go-to-market and pricing strategies across key Asian markets, Everest Group provided deep competitive and commercial intelligence, helping the enterprise better align with local buyer priorities and outmaneuver entrenched rivals across the region.

Client challenge

Competing in complex, price-sensitive markets

A global leader in industrial automation technologies sought to deepen its footprint in Asia’s highly contested Distributed Control Systems (DCS) platform market. Despite its robust DCS offerings and global credibility, the client faced several challenges in these markets, including:

  • Aggressive pricing from regional and global competitors
  • Complex buyer environments
  • Evolving customer expectations, with a growing focus on cybersecurity, lifecycle support, and integration simplicity
  • Local compliance mandates

To succeed, the client needed more than just internal confidence in its solutions. It required external validation of its positioning, a nuanced understanding of local market dynamics, and concrete insights into how its offering stacked up against key competitors not just technically, but commercially and operationally.

Everest Group solution

Turning market ambiguity into strategic clarity

Everest Group led a comprehensive, region-specific intelligence initiative that blended deep market research with primary expert insights to delivery targeted recommendations customized to each geography.

Key elements of engagement included:

  • Customer voice analysis

    Capturing perceptions of the client’s manufacturing platform offerings compared to competitors across usability, integration, support, responsiveness, and cybersecurity maturity

  • Go-to-market benchmarking

    Mapping how leading players structured their GTM teams and pursued opportunities, with clear implications for the client’s sales strategy

  • Commerical playbook development

    Highlighting pricing tactics, discount structures, and post-sales monetization strategies used by competitors, and identifying areas where the client could refine its value articulation or adopt alternative pricing models

  • Differentiator deep-dive

    Identifying specific technical and operational areas where the client was viewed favorably and where gaps remained

Everest Group contextualized these insights within the unique regulatory, procurement, and infrastructure environments of each marketing – ensuring practical and actionable outcomes. 

Results and impact

Stronger positioning and market confidence

Armed with Everest Group’s insights, the client was able to:

  • Reframe its go-to-market narrative to resonate with local buyers – emphasizing integration simplicity, upfront affordability, and long-term reliability
  • Pinpoint commercial improvement areas, particularly around post-deployment support, training flexibility, and cybersecurity roadmap alignment
  • Sharpen pricing and discounting strategies to align with industry norms while protecting margin opportunities in brownfield and sole-sourced deals

Why Everest Group?

The client chose Everest Group for its deep manufacturing coverage, expertise in industrial automation, market intelligence, and pricing strategy. By combining global best practices with localized insights, Everest Group enabled the client to make strategic and data-driven decisions across Asia’s most competitive markets.

This engagement demonstrates Everest Group’s unique capability to empower global firms to compete confidently in unfamiliar territories by delivering the intelligence needed to refine positioning, pricing, and engagement strategies, all grounded in the voice of real-world buyers.

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