Supported a biofertilizer company’s rapid entry into the Thai and Vietnamese markets through rigorous partner evaluation

Overview

An innovative biofertilizer manufacturer aimed to launch commercial operations in Southeast Asia. The company engaged Tractus to support its market entry by identifying and evaluating potential distribution partners in Thailand and Vietnam.

Approach

Tractus conducted a rigorous, multi-stage evaluation process over eight weeks to identify and assess potential distribution partners in Thailand and Vietnam. The research covered six business categories related to the rice value chain, including fertilizer, agrochemical, and seed wholesalers and manufacturers.

• Thailand: Created a longlist of 3,582 companies across six business categories
• Vietnam: Similarly created a longlist of 5,475 companies

Through discussions with the client, we developed **10 Critical Selection Factors (CSFs)** to assess company suitability. These included:

• Financial capability
• Product relevance
• Distribution network and market coverage
• Government registration status
• Marketing capabilities
• Interest in partnership

We then applied these CSFs across the entire longlist, narrowing down candidates in stages based on criteria such as data availability, business relevance, and revenue scale.

We also conducted primary research to confirm:

• Distribution model and coverage
• Willingness to partner
• Readiness for regulatory compliance and registration procedures

To compare the final candidates, we used the Kepner-Tregoe (K-T) analysis model, evaluating them against weighted criteria such as revenue, CAGR (compound annual growth rate), distributor network, registration capability, and interest in partnership.

Results

As a result of the evaluation, the following companies met all CSF criteria:

• Thailand: 41 companies
• Vietnam: 38 companies

In addition, the top 10 companies in each market were ranked using the K-T model.

This project enabled the client to prioritize local partners capable of effectively handling product registration, marketing, and distribution, building a strong foundation for rapid market entry and long-term business growth for its environmentally friendly biofertilizer products in Thailand and Vietnam.