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: 20th of August 2020

Time: 9.00 am - 3.30 pm

Location: Wellington

Venue: Wellington Chamber of Commerce, JacksonStone House, 3-11 Hunter St, Level 7

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 Benjamin Fath - Senior Lecturer, University of Auckland

Ben teaches Research Methods on the MBA programme. He has facilitated workshops across New Zealand for practitioners on partner strategy in Asia in collaboration with the Asia New Zealand Foundation and ExportNZ.

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Dr Fandy Tjiptono - Senior lecturer, Victoria University of Wellington

Before joining Victoria University of Wellington, Fandy worked at Monash University Malaysia and Universitas Atma Jaya Yogyakarta (Indonesia). He has more than 23 years of marketing teaching experience at both undergraduate and graduate levels at several universities in Indonesia, Australia, and Malaysia. His main research interests are consumer behaviour and marketing practices in Southeast Asia, especially in Indonesia. His more than 12 years of consulting experience covers a wide range of industries, such as FMCG, publishing, telecommunication, and banking.

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