Strategic Expansion of Floor Coatings in the MEIA Region

Client Background 

A leading global coatings manufacturer specializing in floor coating solutions sought to expand its footprint across the Middle East, India, and Africa (MEIA). The client serves industrial, commercial, and residential sectors with a diverse range of high-performance coating products. Building on its global success, the company aimed to capture emerging growth opportunities in the MEIA region, where rapid infrastructure development and industrialization were driving strong demand for advanced coating solutions.

Client's Challenge 

The client wanted to establish a strong market presence for its floor coatings division across the MEIA region but faced significant knowledge gaps around market structure, regional dynamics, and competitive intensity. 

They needed to understand how market potential, technology adoption, and pricing trends varied by country, while identifying high-growth subsegments and viable entry strategies. At the same time, competition from established regional players and varying regulatory conditions created uncertainty in defining a profitable and scalable entry approach.  

To navigate these challenges, the client engaged Mordor Intelligence to provide comprehensive market intelligence and a data-driven roadmap for strategic expansion. 

How Mordor Intelligence Helped 

Mordor Intelligence deployed a multi-pronged approach to address the client’s challenges: 

• Market Sizing & Segmentation: We conducted a detailed analysis of the floor coatings market across MEIA, segmenting it by country, application type (industrial, commercial, residential), and coating technology. 
• Competitive Analysis: We mapped key competitors, assessing their market positioning, strengths, pricing strategies, and distribution networks. 
• Market Entry Insights: We identified market entry barriers and opportunities in untapped regions, offering actionable insights for expansion. 
• Pricing Study: A thorough pricing study was conducted, comparing competitor floor coating products across various MEIA countries. 
• Technology Evaluation: We evaluated different coating types (e.g., epoxy, polyurethane, and acrylic) and coating technologies (e.g., water-based, solvent-based, and powder coatings). 

The customized approach ensured a deep understanding of both market dynamics and competitive forces, directly addressing the client's need for informed decision-making. 

Key Findings 

Our Industry Coverage 

Mordor Intelligence has an extensive track record of delivering customized research in the paints and coatings industry, including: 

• Market Entry Strategy: Helping companies assess potential markets and devise effective entry strategies in complex regions like MEIA. 
• Competitor Assessment: Providing in-depth analyses of competitors’ strategies, market positioning, and distribution networks. 
• Pricing & Product Valuation: Conducting comprehensive pricing studies and product assessments to help clients remain competitive in their pricing and market approach. 
• Market Segmentation & Growth Strategy: Offering detailed market segmentation insights to help clients target specific industry verticals and regions for growth. 
• Technology Scouting: Identifying emerging technological trends, including innovations in coating technologies, to drive product development and market leadership. 

With deep expertise in the paints and coatings industry, Mordor Intelligence helps global manufacturers identify high-growth markets, refine pricing and positioning strategies, and make informed decisions for sustainable expansion across emerging regions.