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: 26th of August 2020

Time: 9.00 am - 12.30 pm

Location: Online

Cost: Complimentary

Register

Programme structure

The SEA MRP will involve a one-day workshop, in two segments.

Segment 1: Which market is right for me?
This segment highlights the key aspects of what is needed for assessing a country’s business environment from a practitioner perspective, with Southeast Asian countries as examples. Building on design thinking tools, it aims to capture the constant state of flux of Southeast Asian markets as they undergo deep social, economic, and technological transformations. The segment will also involve helping participants identify how Southeast Asian markets are different from the New Zealand context, with a focus on both the business environment and customer/consumer demographics and expectations.

Segment 2: Path to market
This segment will focus on deepening participants’ understanding of the potential of Southeast Asian markets in light of their own industry. Potential touchpoints for reaching out to customers in these markets will be offered. Market experts will be there to share their first-hand experience in the market and also the know-how on identifying local partnerships. Participants will then engage in synthesising the insights of the day to formulate a strategy for communicating their value proposition.

Value for you

  • Gain culture-specific insights into current or potential overseas market(s) in Southeast Asia.
  • Extend your professional knowledge through the workshops delivered by market experts.
  • Network with other businesses participating in the programme.
  • Connect with the SEA CAPE (as alumni) and build further networks.
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Dr Eldrede Kahiya – Senior Lecturer, Victoria University of Wellington 

Eldrede is a Senior Lecturer in International Business at Victoria University of Wellington. Prior to joining academia Eldrede spent a combined eight years as a practitioner in international logistics (imports/exports operations) and retail management. This work experience is spread across diverse environments which include Zimbabwe, USA, and New Zealand. 

Yuanindita Ingardya Profile.jpg

Dr. Yuanindita Ingardya (Ardya) - Teaching Fellow at the School of Marketing and International Business at Victoria University of Wellington. 

Ardya holds a PhD in Marketing and a Masters in Finance and Accounting. She teaches undergraduate and postgraduate courses in Marketing Management, Contemporary Marketing, Consumer Behaviour and Pricing Management. Before joining Victoria University, she worked with Kantar Millward Brown as a Senior Research Executive in Jakarta, Indonesia, providing consultations on brand strategy, advertising development and optimisation and media effectiveness. Ardya is also an avid yoga instructor and the Marketing Manager of a Hot Yoga brand in Wellington. 

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