Orissa International assisted a UK-based manufacturer of fire survival mineral insulated cables in revising their market strategy for Thailand. The client had been trying to break into the Thai market, but was facing challenges. We interviewed various distributors of fire-resistant cables, contractors and an end-user government agency to better understand the procurement process for the product, and to identify the key sectors that present viable opportunities for the client’s product. This was complemented with desktop research listing upcoming projects that the client could target and recommendations on important trade shows.