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ASEAN – The Fragmented Market

ASEAN – The Fragmented Market

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ASEAN – The Fragmented Market

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  1. ASEAN – The Fragmented Market เรียนรู้ความแตกต่างในตลาดอาเซียน ผศ.ดร. การดี เลียวไพโรจน์ Thammasat Business School karndee@tbs.tu.ac.th ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  2. Mega Trends to ASEAN Market Trends ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  3. Investment attractiveness brings in expats 7 MEGA TREND 6 ASEAN in the world’s spotlight 1 5 ASEAN GROWTH-GROWTH ANALYSIS (2002 – 2011) 4 ASEAN Average 3.6 folds X2 x3 x4 x5 x6 x7 x8 x1 3 2 1 GDP Growth Rate (%) Singapore Vietnam Indonesia Malaysia Source: CIA World Factbook, ASEAN Business Intelligence Philippines FDI Growth Rate (no. times) Thailand ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  4. Indonesia Malaysia Philippines Singapore Thailand Vietnam Private msgs on SN sites71% Email 92% Email 90% Email 96% Email 85% News 90% ASEAN’s Top 5 OnlineActivities (Conducted on at Least a WeeklyBasis) MEGA TREND Technology Dominated, Anywhere, Anytime 2 Public comments on SN sites 61% Private msgs on SN sites 83% Private msgs on SN sites 83% News 86% News 79% Search 81% Indonesia Social Networks Fanatics Browsing people’s profiles 59% News 82% Wall posts, status update,grpmsgs via SN sites 81% Search 81% Private msgs via SN sites 74% IM 68% Singapore The Info & Confidentials Search 79% Updating SN profile 56% News 79% IM 70% Private msgs via SN sites 74% Gaming online 52% Philippines Online Share Bears Email 51% IM 75% IM 78% Private msgs on SN sites 67% Sharing content 69% Streaming audio 47% Vietnam Online WhizKids Malaysia Information Jones Thailand News Radar & Gossip Girls ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  5. Facebook has over 600 million user 1/6 Singapore 2.6 M Cambodia 401 K Of that population comes from ASEAN Lao PDR 96.5 K Brunei pre-3G Cambodia 4G on trail Indonesia 3G+ Laos Pre 4G Malaysia pre 4G Myanmar 2G Philippines 4G Singapore 4G Thailand pre-3G Vietnam 3G Indonesia 40.4 M ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 Philippines 26.7 M Brunei 221 K Thailand 12.4 M Vietnam 2.5 M Malaysia 11.7 M Source: ASEAN 100 Leadership Forum

  6. MEGA TREND Rising ASEAN Middle Class 3 World’s Middle Class Trend Thai 40 M Philippines 48 M Middle Class in ASEAN Indonesia 150 M In 2015, ASEAN will have over 300 million individuals with middle income, which will likely increase to 360 million in 2020 Vietnam 34 M Malaysia 28 M ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  7. The Rise of ASEAN Middle Class Economic 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

  8. New Definition of Luxury 5 Spiritual 3 Environmental Friendly 4 Healthy Life 1 Brand Name 2 Unique Taste & Style ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  9. Gross National Income GNI per Capita Source: World Bank (2010) ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  10. MEGA TREND World’s Aging Society 4 PROPORTION OF ELDERLIES IN ASEAN MEMBER COUNTRIES Singapore (40%) Vietnam (35%) 2000 2015 2030 2045 2060 Thailand (34%) Indonesia (29%) Myanmar (28%) Brunei, Laos (26%) Cambodia (25%) Malaysia (24%) % Philippines (19%) ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  11. MEGA TREND Power of Women 5 Better Education Better Opportunity Better Job Financial Independent Maternity Guilt Marriage is an Option ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  12. Women Executive The Grant Thornton International 2011 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  13. Master Card Worldwide Index of Women’s Advancement 2012 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  14. MEGA TREND Faces of the Future 6 ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  15. ASEAN KIDS’ DREAM CAREERS Teacher Doctor/Physician Pilot Flight Attendant Artist Doctor/ Physician Doctor/ Physician Pilot Dentist Business Person Lawyer Nurse Police Teacher Marketer Tourist Guide Doctor/Physician Teacher Teacher International Firm Employee Lawyer Banker Chef Business Person Business Person Vet Business / Finance Tourism ICT Scientist Engineer ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  16. ASEAN Education Policy CAMBODIA Develop foreign language skills: Chinese & English BRUNEI Quality in higher education institutions • VIETNAM • Overseas training hub • Knowledge exchange between various nations INDONESIA Learning & knowledge-based society • MALAYSIA • Regional hub for higher education • Academic & industry linkage • Enhance research and development LAOS Equality in Education PHILLIPINES Match domestic and global demand • THAILAND • 1 Tablet per Child • Improve outcome of higher education • Equality & Accessibility • SINGAPORE • TEACH LESS, LEARN MORE Policy • Strengthen life-long learning • Technology and design • Become branch destination for renowned institutions ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  17. 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

  18. ASEAN’s ORGANIZATION CHART CEO Chief Executive Officer CFO Chief Financial Officer COO Chief Operating Officer CCO Chief Community Officer CGDO Chief Global Development & Trade Officer ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  19. ASEAN’s ORGANIZATION CHART IT SUPPORT SERVICE CIO Chief Innovation Officer - R&D CUSTOMERS RELATION MARKETING & PR International Affairs ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  20. One Size only fits One ASEAN is not ASEAN ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  21. ASEAN is NOT ASEAN ASEAN in itself is a fragmented market. Various Cultural Backgrounds & Languages Different Beliefs & Lifestyle Different Education System & Children Development Scheme Different Work Habits & Personality ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  22. ASEAN Heterogeneity Ethnicity Various Cultural Backgrounds & Languages Source: Central Intelligence Agency, The World Fact Book (2009) ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  23. 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

  24. Different Work Habits & Personality SINGAPORE Rule Follower System. Critic. VIETNAM Learner Tough Cookie THAILAND The Creative Souls Rule Bender Philippines Fun Loving Global Connector ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  25. Very Socializing. Infrastructure on the Way Places to Hangout Booming Property & Construction Decent Service & Products for Expats ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  26. Peaceful and Conservative but yet Open-Minded Simple & Easy Going Family Oriented Friendly Society Growing City – More Construction ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  27. Urbanization in Ho Chi Min City Urbanization and Materialistic Faces of The Future Anything for the Brighter Future ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  28. Social Country. Social Network Fanatic. Fashion Products Convenience Seeker Growing City - Urbanization ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  29. Peaceful Lifestyle Excitement Seeker No Nightlife ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  30. Fast & Reliable Capturing Modern Consumers Technology Dominated. Anywhere, Anytime Culture-Technology Integration Convenience Seeker Green Lifestyle ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  31. Experience Feature Quality Customer Value Function Economic Development ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  32. Next Move Branding in 3.0 era ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

  33. karndee@tbs.tu.ac.th Thank you ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012