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ASEAN – The Fragmented Market

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Presentation on theme: "ASEAN – The Fragmented Market"— Presentation transcript:

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

2 Mega Trends to ASEAN Market Trends
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

3 FDI Growth Rate (no. times)
MEGA TREND 1 ASEAN in the world’s spotlight Investment attractiveness brings in expats x1 ASEAN GROWTH-GROWTH ANALYSIS (2002 – 2011) X2 x3 x4 x5 x6 x7 x8 FDI Growth Rate (no. times) Source: CIA World Factbook, ASEAN Business Intelligence ASEAN Average 3.6 folds 7 6 5 4 3 2 1 GDP Growth Rate (%) Vietnam Malaysia Philippines Thailand Indonesia Singapore ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

4 2 MEGA Technology Dominated, Anywhere, Anytime TREND
ASEAN’s Top 5 Online Activities (Conducted on at Least a Weekly Basis) Indonesia Social Networks Fanatics Indonesia Malaysia Philippines Singapore Thailand Vietnam 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% Private msgs via SN sites 74% IM 68% Updating SN profile 56% Search 79% IM 70% Gaming online 52% 51% IM 75% IM 78% Private msgs on SN sites 67% Sharing content 69% Streaming audio 47% Singapore The Info & Confidentials Philippines Online Share Bears Vietnam Online Whiz Kids Malaysia Information Jones Thailand News Radar & Gossip Girls ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

5 1/6 600 Facebook million user ASEAN Brunei pre-3G Cambodia 4G on trail
Indonesia 3G+ Laos Pre 4G Malaysia pre 4G Myanmar 2G Philippines 4G Singapore Thailand Vietnam 3G Facebook has over 600 million user 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 1/6 Of that population comes from ASEAN ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

6 3 MEGA Middle Class in ASEAN Rising ASEAN Middle Class TREND
World’s Middle Class Trend Thai 40 M Philippines 48 M Middle Class in ASEAN Indonesia 150 M In 2015, ASEAN will have over 300 million individuals with middle income, which will likely increase to 360 million in 2020 Vietnam 34 M Malaysia 28 M ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

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

10 4 MEGA World’s Aging Society TREND
PROPORTION OF ELDERLIES IN ASEAN MEMBER COUNTRIES 2000 2015 2030 2045 2060 Indonesia (29%) Myanmar (28%) Philippines (19%) Malaysia (24%) Cambodia (25%) Brunei, Laos (26%) Thailand (34%) Vietnam (35%) Singapore (40%) % ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

11 5 MEGA Power of Women TREND Better Education Better Opportunity
Better Job Financial Independent Maternity Guilt Marriage is an Option ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

12 Women Executive The Grant Thornton International 2011
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

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

14 6 MEGA Faces of the Future TREND
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

15 ASEAN KIDS’ DREAM CAREERS
Teacher Doctor/Physician Pilot Flight Attendant Artist Doctor/ Physician Pilot Police Lawyer Teacher Doctor/Physician Teacher Lawyer Chef Business Person Vet Doctor/ Physician Dentist Nurse Business Person Marketer Tourist Guide Teacher International Firm Employee Banker Business Person Business / Finance Tourism ICT Scientist Engineer ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

16 ASEAN Education Policy
LAOS Equality in Education CAMBODIA Develop foreign language skills: Chinese & English THAILAND 1 Tablet per Child Improve outcome of higher education Equality & Accessibility VIETNAM Overseas training hub Knowledge exchange between various nations PHILLIPINES Match domestic and global demand MALAYSIA Regional hub for higher education Academic & industry linkage Enhance research and development SINGAPORE TEACH LESS, LEARN MORE Policy Strengthen life-long learning Technology and design Become branch destination for renowned institutions BRUNEI Quality in higher education institutions INDONESIA Learning & knowledge-based society ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

17 ASEAN’s ORGANIZATION CHART
If all ASEAN kids were to start a company who will be the CEO? ASEAN’s ORGANIZATION CHART ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

18 CEO Chief Executive Officer ASEAN’s ORGANIZATION CHART CFO
Chief Financial Officer COO Chief Operating Officer CCO Chief Community Officer CGDO Chief Global Development & Trade Officer ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

19 ASEAN’s ORGANIZATION CHART
CIO Chief Innovation Officer - R&D CUSTOMERS RELATION MARKETING & PR International Affairs IT SUPPORT SERVICE ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

20 ASEAN is not ASEAN One Size only fits One
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

21 ASEAN is NOT ASEAN ASEAN in itself is a fragmented market.
Various Cultural Backgrounds & Languages Different Beliefs & Lifestyle Different Work Habits & Personality Different Education System & Children Development Scheme ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

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

23 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 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

24 Different Work Habits & Personality
SINGAPORE Rule Follower System. Critic. VIETNAM Learner Tough Cookie THAILAND The Creative Souls Rule Bender Philippines Fun Loving Global Connector ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

25 Very Socializing. Infrastructure on the Way
Places to Hangout Booming Property & Construction Decent Service & Products for Expats ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

26 Peaceful and Conservative but yet Open-Minded
Simple & Easy Going Family Oriented Friendly Society Growing City – More Construction ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

27 Urbanization in Ho Chi Min City
Urbanization and Materialistic Faces of The Future Anything for the Brighter Future ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

28 Social Country. Social Network Fanatic.
Fashion Products Convenience Seeker Growing City - Urbanization ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

29 Peaceful Lifestyle Excitement Seeker No Nightlife
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

30 Capturing Modern Consumers
Technology Dominated. Anywhere, Anytime Fast & Reliable Culture-Technology Integration Capturing Modern Consumers Convenience Seeker Green Lifestyle ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

31 Feature Quality Function Experience Customer Value
Economic Development ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

32 Next Move Branding in 3.0 era
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

33 Thank you karndee@tbs.tu.ac.th
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012


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