asean – the fragmented market asean is not asean | karndee leopairote, phd | thammasat business...
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ASEAN – The Fragmented Market
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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เรี�ยนรี� �ความแตกต�างในตลาดอาเซี�ยน
ผศ.ดรี. การีด� เล�ยวไพโรีจน�Thammasat Business [email protected]
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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MEGA TRENDS TO ASEAN MARKET TRENDS
Investment attractiveness brings in expats
MEGA TREND1ASEAN in the world’s
spotlight
1x
- 2002ASEAN GROWTH GROWTH ANALYSIS ( – 2011
X2 x3 x4 x5 x6 x7 x8
FDI Growth Rate (no. times)
Source: CIA World Factbook, ASEAN Busin ess Intelligence
ASEAN Average3 6. folds
GDPGrowthRate(%
)
Vietnam
Malaysia
Philippines
Thailand
Indonesia
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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Singapore
Indonesia
Malaysia
Philippines
Singapore
Thailand Vietnam
Private msgs on SN sites
71%
Email 92% Email 90% Email 96% Email 85% News 90%
Public comments
on SN sites 61%
Private msgs on SN sites
83%
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%
Email 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 TREND2Technology Dominated,
Anywhere, Anytime
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
IndonesiaSocial Networks
Fanatics
MalaysiaInformation Jones
PhilippinesOnline Share
Bears
SingaporeThe Info &
Confidentials
ThailandNews Radar & Go
ssip Girls
VietnamOnline Whiz Kids
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Bruneipre-3G
Cambodia4G on trail
Indonesia3G+
LaosPre 4G
Malaysiapre 4G
Myanmar2G
Philippines4G
Singapore4G
Thailandpre-3G
Vietnam3G
has over
Of that population comes
from
ASEAN
600 million user
16/Indonesia 40.4 M
Philippines 26.7 M
Thailand 12.4 M
Malaysia 11.7 M
Singapore 2.6 M
Vietnam2.5 M
Cambodia 401 K
Brunei 221 K
Lao PDR96.5 K
Source: ASEAN 100 Leadership Forum
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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MEGA TREND3Rising ASEAN
Middle ClassWorld’s Middle Class Trend
Middle Class in ASEAN
Indonesia150 M
Philippines
48 M
Thai40 M
Vietnam
34 M Malaysia
28 M
2015In , ASEAN will have m mmmmmm 3 0 0
mmmmmmmmmmm m mmm middle income, which will likely
m mmmmmm mm3 6 02020
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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The Rise of ASEAN Middle ClassEconomic 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
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1 Brand Name
2 Unique Taste & Style
4 Healthy Life
3 Environmental Friendly5 Spiritual
New Definition of Luxury
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
Gross National IncomeGNI per Capita
Source: World Bank (2010)
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2000 2015 2030 2045 2060
MEGA TREND4World’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 2012
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MEGA TREND5Power of
Women
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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Better EducationBetter OpportunityBetter JobFinancial IndependentMaternity GuiltMarriage is an Option
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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The Grant Thornton International 2011
Women Executive
Master Card Worldwide Index of Women’s Advancement 2012
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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MEGA TREND6Faces of
the Future
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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ASEAN KIDS ’ DREAM CAREERS
TeacherDoctor/
PhysicianPilot
Flight Attendant
Artist
Doctor/ Physician
Pilot Police Lawyer Teacher
Doctor/Physician
Teacher Lawyer ChefBusiness Person
Vet
Doctor/ Physician
Dentist Nurse Busi ness Per
sonMar ket er
TouristGuide TeacherI nternati ona
l Fi r mEmpl oyee
BankerBusiness Person
Business / Finance
Tourism ICT Scientist Engineer
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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BRUNEIQuality in higher education institutions
CAMBODIADevelop foreign language skills: Chinese & English
INDONESIALearning & knowledge-based society
LAOSEquality in Education
MALAYSIA•Regional hub for higher education•Academic & industry linkage•Enhance research and development
PHILLIPINESMatch 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
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 2012
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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 2012
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MARKETING & PR
ASEAN’s ORGANIZATION CHART
ITSUPPORT SERVICE
CIO
Chief Innovation
Officer- R&D
International Affairs
CUSTOMERS RELATION
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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ASEAN IS NOT ASEANOne Size only fits One
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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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 2012
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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
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ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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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
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Different Work Habits & Personality
THAILANDmmm mmmmmmmm mmmmmRule Bender
VIETNAMLearnerTough Cookie
SINGAPORERule FollowerSystem. Critic.
PhilippinesFun LovingGlobal Connector
Very Socializing. Infrastructure on the Way
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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Places to Hangout
Booming Property & Construction
Decent Service & Products for Expats
Peaceful and Conservative but yet Open-Minded
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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Simple & Easy Going
Family Oriented
Friendly Society
Growing City – More Construction
Urbanization in Ho Chi Min City
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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Faces of The FutureAnything for the Brighter Future
Urbanization and Materialistic
Social Country. Social Network Fanatic.
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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Convenience Seeker
Fashion Products
Growing City - Urbanization
Peaceful Lifestyle
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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Excitement Seeker
No Nightlife
Capturing Modern Consumers
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
30Technology Dominated.Anywhere, Anytime
Green Lifestyle
Culture-Technology IntegrationConvenience Seeker
Fast & Reliable
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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Function
Quality
Experience
Feature
Economic Development
Cust
omer
Val
ue
BRANDING IN 3.0 ERA
Next Move
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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THANK [email protected]
ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012
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