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 1 เเเเเเเเเเเเเเเเเเเเเเเเเเเเเเเเ เเ.เเ. เเเเเ เเเเเเเเเเเเ Thammasat Business School [email protected]

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Page 1: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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]

Page 2: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

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MEGA TRENDS TO ASEAN MARKET TRENDS

Page 3: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

Page 4: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

4

Page 5: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

Bruneipre-3G

Cambodia4G on trail

Indonesia3G+

LaosPre 4G

Malaysiapre 4G

Myanmar2G

Philippines4G

Singapore4G

Thailandpre-3G

Vietnam3G

Facebook

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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Page 6: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 7: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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

Page 8: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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

Page 9: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 10: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 11: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

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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

Page 13: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 14: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

MEGA TREND6Faces of

the Future

ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

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Page 15: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 16: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

Page 17: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 18: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 19: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 20: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 21: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 22: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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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Page 23: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

Page 24: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

Page 25: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

Page 26: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

Page 27: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

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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

Page 29: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

Peaceful Lifestyle

ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

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Excitement Seeker

No Nightlife

Page 30: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

Page 31: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

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

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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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Page 33: ASEAN – The Fragmented Market ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012 1 เรียนรู้ความแตกต่างในตลาดอาเซียน

THANK [email protected]

ASEAN is NOT ASEAN | Karndee Leopairote, PhD | Thammasat Business School | All Right Reserved 2012

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