Enabling Market Entry Through Evidence-Based Partner Selection in Southeast Asia

Client Background

A leading global OTC pharmaceutical company was preparing to enter Southeast Asia with a portfolio of wellness and self-care products. With consumer demand for affordable and accessible healthcare rising across the region, the client recognized strong growth potential but understood that success depended on identifying partners capable of supporting both regulatory and commercial execution.

Client’s Challenge

The client needed local partners who could navigate complex regulatory pathways, manage distribution across modern and traditional trade channels, and extend reach into rural retail networks. Their existing relationships in the region were outdated, providing no reliable foundation for partner selection. To ensure a smooth market entry, the client required a structured, evidence-based evaluation of distributors and strategic partners across multiple countries.

How Mordor Intelligence Helped

Comprehensive Partner Mapping: Identified potential partners across four Southeast Asian markets using filters such as scale, regulatory compliance history, digital capability, and distribution reach.
Ground-Level Validation: Conducted interviews with retail buyers, former employees, and category specialists to validate reputations and verify actual operating capabilities.
Detailed Profiling: Created partner profiles covering geographic reach, licensing coverage, category experience, brand portfolio history, and market credibility.
Fit Scoring: Assessed alignment with the client’s go-to-market priorities, operational readiness, and cultural fit to ensure sustainability and trust in long-term collaboration.

Key Findings

Several distributors with strong reach lacked adequate regulatory sophistication for OTC categories.
Partners that excelled in modern trade often lacked influence in traditional retail where category growth was strongest.
Digital readiness varied widely, affecting potential for e-commerce and telehealth collaborations.
Reputation checks revealed capability gaps that were not visible in formal proposals or company documentation.

Impact Created

Shortlisted High-Fit Partners: Delivered a vetted list of pre-qualified partners in each market, with clear flags around capability gaps and risk areas.
Supported Rapid Market Entry: Enabled the client to secure preferred distributor agreements in three markets within two quarters.
Strengthened Negotiation Outcomes: Provided cultural insight and channel norms that improved negotiation confidence and alignment.
Reduced Partnership Risk: Ground-level validations helped the client avoid distributors who appeared strong on paper but carried operational or compliance vulnerabilities.

Our Industry Coverage

Mordor Intelligence has supported partner identification and evaluation across more than 20 sectors, from selecting distributors for medical devices and agriculture inputs to vetting system integrators for SaaS and telecom companies. Our work spans:

Market entry supported by exclusive or multi-brand distribution partners.
Strategic alliance evaluation in fintech, insurance, mobility, and consumer ecosystems.
Due diligence for joint venture candidates and acquisition targets.
Expansion of reseller, franchise, VAR, and technical partner networks in emerging and mature markets.