becamex presentation - full version 4
TRANSCRIPT
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2Agenda
Agenda
Project Definition
Market Characteristics
Value Proposition
Marketing Framework
Distribution Channels
Summary & Discussion
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3Project Definition
1. To offer a framework and strategic activity to successfullymarket Becamex to potential customers in UK and Europe(TBC 20 June)
2. Provide specific market intelligence that will include (TBC28 July):
a spectrum of companies that potentially invest inBecamex Industrial Parks
distribution channels sources of trend information
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4Marketing Framework
Value Proposition
Mission Statement
Brand Management
Communication and Go2 market Routes
Market Analysis
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5Market Characteristics
SMEs: turnover not exceeding $500Million or similar size operations of largercompanies
Mid to high tech firms
Potential to attract other business/suppliers
Planning to export significant % of production to Vietnamese/Asian market
Have existing operations in Asia
Expiring tax holiday period in other production countries
Operating in the emerging middle-class market
E.g. consumer electronics, pharmaceutical, agriculture and transportation
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European Customer Perspective
Source: EC Harris, Customer Interviews, Web sources
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Commercial law: ease of bureaucracy, ease of setup
Availability of selection of property
Risk sharing: financial
Reliable Infrastructures
Tax benefit
Intellectual property protection
Accessibility of highly skilled workforce
HR solution: training, recruiting
Low staff turnover
Modular solution approach
Logistics: easy access to transportation, airport, port
Political stability in the country
Supply Chain logistics
Low cost: salaries, land and utilities
Low inflation rate
Facilitation of business network
Potential domestic market
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7Marketing Framework
Value Proposition
Mission Statement
Brand Management
Communication and Go2 market Routes
Market Analysis
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Integrated Infrastructure
All utilities including international telecoms
Road systems
Developing transport links – Highway 13
24/7 security
30% less construction cost
Minimise ongoing costs
8Value Proposition
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Developing partnerships
Government / institutional / utilities relations
Network to suppliers
Customer network – 310 companies
Joint ventures
Transparency of terms
Access to markets – distribution channels
Residential proposition to attract and retain loyal employees
Onsite support Scale & Stability
9Value Proposition
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Customised Solutions
One stop shop
Basic to bespoke
Expedite licenses
Free consultancy services – HR, Financial, Legal and Taxation
Banking and customs services
Financing options / Risks sharing
Integrated residential / industrial developments
Customised recruitment and training support Flexible and low cost payment packages
10Value Proposition
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11Value Proposition
The Becamex
Value Proposition
Customer Perspective
D CI
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12Marketing Framework
Value Proposition
Mission Statement
Brand Management
Communication and Go2 market Routes
Market Analysis
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Mission Statement
Our mission is to provide integrated and innovativeinfrastructure solutions for businesses. Developingpartnerships with our customers and the community that aremutually beneficial to create sustainable and socially
responsible developments.
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14Marketing Framework
Value Proposition
Mission Statement
Brand Management
Communication and Go2 market Routes
Market Analysis
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Brand Value
Becamex is a trusted and recognised brand within Asia
Leverage the strong brand to maximise potential investment opportunitiesfrom Europe
Create brand awareness and associations
Competitive advantage – quality, trust, risk reduction
External Communication
− Printed material – brochures (single message - , consistency, accuracy)− Web
Importance of first impressions, communicates quality
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Domains
Register Trade Marks – to allow registration of country localdomains (like becamex.eu) and prevent domain hijacking
Email addresses – Consistency
[email protected] or [email protected]
Online marketing
Sponsor search engines (Google sponsored links for specifickeywords)
16Marketing Framework - Internet
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Current Becamex Web site
Clarity and content could be improved
Ease of navigation
Design & Content – European audience
Legal documents in English
Diluted brand and value proposition
Need for case studies
18Website Observations
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19Marketing Framework - Internet
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Word of Mouth – proactivity
Private Equity
Venture Capitals
Agents
Trade Bodies: Seminars
Trade Magazines
White Paper placement – FT country features, UK Trade andInvestment reports
Distribution Channels 20
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Embassy events
Investment Funds - Dragon Capital
International Law Firms - Reed Smith, Minter Ellison
International Consultancy / Financial Firms
Guerrilla marketing - Sponsoring debates on Social change
Distribution Channels 21
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22Distribution Channels
Context Key Description URL Trade Body BBGV (British Business Group
Vietnam)http://www.bbgv.org/UKTrade.asp
UK Trade andInvestment
UK Government Site for BritishBusinesses
https://www.uktradeinvest.gov.uk
Distribution Channel Business Portal http://www.allbusiness.com/ho-chi-minh-
city-vietnam/4969589-1.html Distribution Channel Business Portal http://www.business-in-
asia.com/vietnam.htm
Distribution Channel EMRG's 8th Annual GlobalSourcing Conference
http://www.emrgind.com/bpo2008.htm
Magazine Outsource Magazine http://www.outsourcemagazine.co.uk
Magazine Venture Outsource http://www.ventureoutsource.com Market Intelligence Organisation for Economic Co-
operation Developmenthttp://www.oecd.org/statsportal/0,3352,en_2825_293564_1_1_1_1_1,00.html
Market Intelligence World Trade Organization http://www.wto.org
Market Intelligence Thomson Intelligence Subscription
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Training
Meeting and Greeting
Email Etiquettes
Meetings
Marketing Brochure
Documents
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Next Steps
Further development and research based on company’s feedback
Indication of potential customers
Indication of suggested distribution partners
Submission of final report on July, 28th
Continuous active dialogue and update on progress
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Appendix
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26AGENDA
Introduction
Meeting and Greeting
Email Etiquettes
Meetings
Marketing Brochure
Documents
Discussion
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27MEETING AND GREETING
• A firm handshake is the norm.• People shake upon meeting and leaving.• Maintain eye contact during the greeting but avoid
anything prolonged.• Most people use the courtesy titles or Mr, Mrs or
Miss and their surname.• Wait until invited before moving to a first-name
basis.• Business cards are exchanged at the initial
introduction without formal ritual.
• The business card may be put away with only acursory glance so don’t be offended if not much
attention is paid to it.
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EMAILS
E-mail is now much more widespread, however the communicationstyle remains more formal, at least initially, than in many othercountries. Most British will not use slang or abbreviations and willthink negatively if your communication appears overly familiar.
Dear Sir / Madam (usually if no previous contact)
Dear Mr Modi (formal) Dear Rahul (first name - familiar)
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EMAILS
Dear Mr Modi
Please find attached as promised the spreadsheet from today's introduction to investmentappraisal course.
Thank you for your participation and also for your ideas for the course.If you have any investment appraisal related questions please let me know.
Best regards
Stuart
Stuart Warner Professional Development Division
1 Procter StreetLondonWC1V 6DW
Tel: +44 (0)20 7067 2828Fax: +44 (0)20 7067 2850Email: [email protected]
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BUSINESS MEETINGS
If you plan to use an agenda, be sure to forward it to your Britishcolleagues in sufficient time for them to review it and recommend anychanges.
Punctuality is important in business situations. In most cases, the
people you are meeting will be on time. Call if you will be even 5minutes later than agreed.
Having said that, punctuality is often a matter of personal style andemergencies do arise. If you are kept waiting a few minutes, do notmake an issue of it. Likewise, if you know that you will be late it is a
good idea to telephone and offer your apologies. Once in a meeting put your phone on silent and leave the room by
excusing yourself if you have to answer any urgent calls.
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BUSINESS MEETINGS
In general, meetings will be rather formal: Meetings always have a clearly defined purpose, which may include
an agenda.
There will be a brief amount of small talk before getting down to thebusiness at hand.
If you make a presentation, avoid making exaggerated claims. Make certain your presentation and any materials provided appear
professional and well thought out.
Be prepared to back up your claims with facts and figures. The Britishrely on facts, rather than emotions, to make decisions.
Maintain eye contact and a few feet of personal space.
After a meeting, send a letter summarizing what was decided and thenext steps to be taken.
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PRESENTATIONS
The 45 minute rule: Attention Span
Average time of a slide – 3 minutes
Slides are an aid and should not be detailed
Don’t forget to include an Agenda Slide
Summarise Key points / takeaway at the end
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MARKETING BROCHURE
Avoid too much information – Should be an introduction and a quick guide
Proof Read
Consistent Branding
No exaggerated claims
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GENERAL
Building Relationships
The British can be quite formal and sometimes prefer to work with people andcompanies they know or who are known to their associates.
The younger generation however is very different; they do not need long-standing personal relationships before they do business with people and donot require an intermediary to make business introductions. Nonetheless,
networking and relationship building are often key to long-term businesssuccess.
Most British look for long-term relationships with people they do business withand will be cautious if you appear to be going after a quick deal.
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