What is the SEA CAPE Southeast Asia Market Readiness Programme?

Is your business engaged with any of the Southeast Asian markets? Or is your business considering an internationalisation strategy that may include one of these markets?

The SEA Market Readiness Programme (MRP) aims to provide participating businesses with the mind-set, assessment tools and strategising preparation work needed for engaging in Southeast Asian markets.

As a participating business, you will have an opportunity to tap into the knowledge provided by experts and share experiences with other participants. This is also an opportunity for networking with subject matter experts, other participating businesses and the SEA CAPE networks.


Date: 15th of September 2020

Time: 9.00 am - 12.30 pm

Location: Online via zoom

Cost: Complimentary




Is your business looking to realise its growth potential by engaging with Southeast Asia? Do you want to strengthen your knowledge about doing business in and with Southeast Asia?

The Southeast Asia Centre of Asia-Pacific Excellence (SEA CAPE) has partnered with ExportNZ to offer the Market Readiness Programme (MRP) to businesses across New Zealand.

The MRP is a free, half-day workshop, offered online through zoom. In this workshop, you will learn how to assess the business environment in Southeast Asia and how these markets differ from the New Zealand context. The workshop also looks at customer and consumer demographics and expectations. The MRP helps you tap into the expert knowledge provided by international business experts and industry professionals.

Topics covered include:

  • Common challenges in competing in Southeast Asia
  • The compression of economic development
  • Learning about a market by studying your competitors
Michelle Renton.jpg (1)

Dr Michelle Renton - Lecturer at the School of Marketing and International Business at Victoria University of Wellington
Michelle’s research interests include marketing innovation, strategic marketing, brand management and branding in SMEs. Michelle teaches undergraduate courses in marketing principles, marketing communications and business to business marketing. She was named Victoria Business School’s Top Lecturer by VUW’s Student Association in 2018. 


Dr Matevz (Matt) Raskovic – Senior Lecturer at the School of Marketing and International Business at Victoria University of Wellington 

Matt’s research lies at the intersection of international business, economic sociology and social identity. He also publishes comparative research between East Asia (China, Japan, South Korea) and Central and Eastern Europe. Prior to joining Victoria University, he worked as Assistant Professor of international business at the University of Ljubljana, Slovenia. In 2019 he was the recipient of the Victoria University Teaching Excellence Award.

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