South East Asia – Market Readiness Programme

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 Southeast Asia Centre of Asia-Pacific Excellence (SEA CAPE) is introducing the SEA CAPE Southeast Asia Market Readiness Programme, in partnership with ExportNZ.

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.

There is no fee to participate in the programme.

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.

Dr. Michelle Renton – Senior Lecturer, Victoria University of Wellington

Michelle’s research interests include marketing innovation, strategic marketing, brand management and branding in SMEs. Michelle teaches undergraduate courses in marketing principles, marketing communications and business to business marketing. She was named Wellington School of Business and Government’s Top Lecturer by VUW’s Student Association in 2018.

Dr. Antje Fiedler – Senior Lecturer, University of Auckland

Antje Fiedler is a Senior Lecturer at the Graduate School of Management. Antje teaches on the MBA and Masters program in the area of international business and strategy. She has undertaken extensive research on growth, innovation and internationalization of NZ SMEs. Her research has been published in international journals as well as informed courses at the Business School (University of Auckland) and practitioner workshops around New Zealand (hosted at Export NZ). She is the Director of the China Studies Centre of the University of Auckland and an academic advisor of the South East Asia CAPE.

ExportNZ has partnered with the Southeast Asia Centre of Asia-Pacific Excellence and ASB  to bring you this event.

Hawke’s Bay
Hawke’s Bay Business Hub, Ahuriri