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ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน.

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Presentation on theme: "ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน."— Presentation transcript:

1 ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved เรียนรู้ความแตกต่างในตลาดอาเซียน ผศ. ดร. การดี เลียวไพโรจน์ Thammasat Business School

2 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved MEGA TRENDS TO ASEAN MARKET TRENDS

3 Investment attractiveness brings in expats MEGA TREND 1 ASEAN in the world’s spotlight x1 ASEAN GROWTH-GROWTH ANALYSIS (2002 – 2011) X2x3x3x4x4x5x5x6x6x7x7x8x8 FDI Growth Rate (no. times) Source: CIA World Factbook, ASEAN Business Intelligence ASEAN Average 3.6 folds GDP Growth Rate (%) Vietnam Malaysia Philippines Thailand Indonesia ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Singapore

4 IndonesiaMalaysia Philippines SingaporeThailandVietnam Private msgs on SN sites 71% 92% 90% 96% 85%News 90% Public comments on SN sites 61% Private msgs on SN sites 83% News 86%News 79% Search 81% Browsing people’s profiles 59% News 82% Wall posts, status update, grp msgs via SN sites 81% Search 81% Private msgs via SN sites 74% IM 68% Updating SN profile 56% Search 79% News 79%IM 70% Private msgs via SN sites 74% Gaming online 52% 51%IM 75%IM 78% Private msgs on SN sites 67% Sharing content 69% Streaming audio 47% ASEAN’s Top 5 Online Activities (Conducted on at Least a Weekly Basis) MEGA TREND 2 Technology Dominated, Anywhere, Anytime ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 Indonesia Social Networks Fanatics Malaysia Information Jones Philippines Online Share Bears Singapore The Info & Confidentials Thailand News Radar & Gossip Girls Vietnam Online Whiz Kids 4

5 Brunei pre-3G Cambodia 4G on trail Indonesia 3G+ Laos Pre 4G Malaysia pre 4G Myanmar 2G Philippines 4G Singapore 4G Thailand pre-3G Vietnam 3G Facebook has over Of that population comes from ASEAN 600 million user 1/6 Indonesia 40.4 M Philippines 26.7 M Thailand 12.4 M Malaysia 11.7 M Singapore 2.6 M Vietnam 2.5 M Cambodia 401 K Brunei 221 K Lao PDR 96.5 K Source: ASEAN 100 Leadership Forum ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

6 MEGA TREND 3 Rising ASEAN Middle Class World’s Middle Class Trend Middle Class in ASEAN Indonesia 150 M Philippines 48 M Thai 40 M Vietnam 34 M Malay sia 28 M In 2015, ASEAN will have over 300 million individuals with middle income, which will likely increase to 360 million in 2020 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

7 7 The Rise of ASEAN Middle Class Economic Growth Engine Educated Unique Life Style and Taste Technology Oriented Environmental Conscious Spending than Saving ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

8 8 1 Brand Name 2 Unique Taste & Style 4 Healthy Life 3 Environmental Friendly 5 Spiritual New Definition of Luxury ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

9 Gross National Income GNI per Capita Source: World Bank (2010) 9

10 MEGA TREND 4 World’s Aging Society Indonesia (29%) Myanmar (28%) Philippines (19%) Malaysia (24%) Cambodia (25%) Brunei, Laos (26%) Thailand (34%) Vietnam (35%) Singapore (40%) PROPORTION OF ELDERLIES IN ASEAN MEMBER COUNTRIES % ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

11 MEGA TREND 5 Power of Women ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Better Education Better Opportunity Better Job Financial Independent Maternity Guilt Marriage is an Option

12 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved The Grant Thornton International 2011 Women Executive

13 Master Card Worldwide Index of Women’s Advancement 2012 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

14 MEGA TREND 6 Faces of the Future ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

15 ASEAN KIDS’ DREAM CAREERS Teacher Doctor/Physici an Pilot Flight Attendant Artist Doctor/ Physician PilotPoliceLawyerTeacher Doctor/Phy sician TeacherLawyerChef Business Person Vet Doctor/ Physician DentistNurse Business Person Marketer Tourist GuideTeacher International Firm Employee Banker Business Person Business / Finance TourismICTScientistEngineer ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

16 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved BRUNEI Quality in higher education institutions CAMBODIA Develop foreign language skills: Chinese & English INDONESIA Learning & knowledge-based society LAOS Equality in Education MALAYSIA Regional hub for higher education Academic & industry linkage Enhance research and development PHILLIPINES Match domestic and global demand SINGAPORE TEACH LESS, LEARN MORE Policy Strengthen life-long learning Technology and design Become branch destination for renowned institutions THAILAND 1 Tablet per Child Improve outcome of higher education Equality & Accessibility VIETNAM Overseas training hub Knowledge exchange between various nations ASEAN Education Policy

17 ASEAN’s ORGANIZATION CHART If all ASEAN kids were to start a company who will be the CEO? ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

18 COO Chief Operating Officer CEO Chief Executive Officer CFO Chief Financial Officer CCO Chief Community Officer CGDO Chief Global Development & Trade Officer ASEAN’s ORGANIZATION CHART ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

19 MARKETING & PR ASEAN’s ORGANIZATION CHART IT SUPPORT SERVICE CIO Chief Innovation Officer - R&D International Affairs CUSTOMERS RELATION ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

20 ASEAN IS NOT ASEAN One Size only fits One ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

21 ASEAN is NOT ASEAN Various Cultural Backgrounds & Languages Different Education System & Children Development Scheme Different Beliefs & Lifestyle ASEAN in itself is a fragmented market. Different Work Habits & Personality ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

22 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 Source: Central Intelligence Agency, The World Fact Book (2009) ASEAN Heterogeneity Ethnicity Various Cultural Backgrounds & Languages 22

23 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Different Beliefs & Lifestyle Black Wedding Dress in Indonesia & Malaysia 8 meals a day in Brunei Push up bra for Vietnamese Body Cover for Myanmar Singaporean Lady – Materialistic & Finance Concerned

24 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Different Work Habits & Personality THAILAND The Creative Souls Rule Bender VIETNAM Learner Tough Cookie SINGAPORE Rule Follower System. Critic. Philippines Fun Loving Global Connector

25 Very Socializing. Infrastructure on the Way ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Places to Hangout Booming Property & Construction Decent Service & Products for Expats

26 Peaceful and Conservative but yet Open-Minded ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Simple & Easy Going Family Oriented Friendly Society Growing City – More Construction

27 Urbanization in Ho Chi Min City ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Faces of The Future Anything for the Brighter Future Urbanization and Materialistic

28 Social Country. Social Network Fanatic. ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Convenience Seeker Fashion Products Growing City - Urbanization

29 Peaceful Lifestyle ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Excitement Seeker No Nightlife

30 Capturing Modern Consumers ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Technology Dominated. Anywhere, Anytime Green Lifestyle Culture- Technology Integration Convenience Seeker Fast & Reliable

31 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved Function Quality Experience Feature Economic Development Customer Value

32 BRANDING IN 3.0 ERA Next Move ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved

33 THANK YOU ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved


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