An Entry Brand that has already scored a category for one Asian market sometimes assumes that work carries over when a second market comes into view. It doesn't — and treating it as if it does is its own kind of shortcut.
Regulatory complexity, competitive intensity, and commercial viability are all market-specific by nature — a category can be straightforward to register in one country and heavily restricted in the next, or dominant with local competitors in one market and wide open in another. A score built for Market A describes Market A. It carries no evidentiary weight for Market B, however tempting it is to reuse the earlier work to save time.
Carrying a category's prior score into a new market's decision means launching on the strength of research that was never actually done for that market. The category might genuinely deserve the same score again — but that has to be established fresh, not assumed from precedent.
Treat every new market as its own scoring exercise for the category in question, even when the category and the brand are unchanged. Familiarity with a category is not the same as evidence about a specific market.
This is why Samana Insights' Framework 02 — Category Prioritisation is run per Tier 1 market, following Framework 01, rather than once per category — each market's version of a category is treated as its own decision, scored on its own evidence.
Understand how Category Prioritisation structures category decisions market by market, not category by category.
