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Asia Market Entry, Regional

The Task

A well known organisation from the USA was seeking suitable partners for research cooperation projects in the major Asian economies, as well as to develop its own presence in the region, and required assistance with strategy formulation and implementation.

 

The Work

Strategic Planning/concept formulation: In order to minimise the time of US directors spent travelling to different countries, it was decided that it would be best to hold all meetings in the same location and invite all potential partners to travel there instead. To maximise on publicity, this would then be coupled with a workshop featuring high-profile speakers and the press, as well as the potential partners.

 

  • Due to it’s central location and convenient air travel connections, Thailand was deemed to be the most suitable location.
  • Dates were set and a suitably prestigious hotel was chosen as a venue for both the workshop and accommodation.

Identification of and telephone interviews with potential partners: Representatives from 12 organisations in 10 Asian economies (China, Hong Kong, Indonesia, Japan, Malaysia, Singapore, South Korea, Thailand, Vietnam and the Philippines) were invited for the workshop and meetings in Thailand.

Coordination of communication with all parties (client, potential partners, other workshop participants, venue), including organisation of meetings and workshop, contract negotiation with venue and travel arrangements of client and partners.

The Outcome

The client was highly satisfied with the outcome. While negotiations with 2 of the organisations were unfruitful, and attempt at cooperation with 2 others ultimately failed, the client was able to establish long term partnership agreements with 8 of the 12 organisations that remain in place to date.

 

The client has since repeated the concept of coupling individual meetings with a workshop in one country on an annual basis, using the opportunity to cement relations with existing partners, as well as bringing in potential new partners each time.

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