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Market Entry

The Market Opportunity

South East Asia, in fact Asia overall is bursting with opportunities: With an estimated growth rate of anything between 4 to 8% it leaves regions such as the Euro Zone or the United States for example far behind. The continuous development of the ASEAN Economic Community (AEC) zone continues to facilitate business, manufacturing and distribution in the region by easing import, export and aligning taxation. At the same time, entering a new market comes with its specific challenges and risks.

Consumers

Unlike other regions, South East Asia does not face the challenge of aging population – just on the contrary, the average age in the region ranges from early twenties to just over thirty years. Additionally to the purchasing power which lies within this age group which is investing in family, education, etc. SEA is also estimated to benefit from a strongly growing middle class. According to Nielsen, the middle class will be more than doubling until 2020. SEA is then expected to have a force of 400m middle class consumers; third after China and India.

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Regional Variety

South East Asia is not only encompassing ten countries, but also has highest levels of variety within each of the countries (see infographic). Despite the big differences in development stage or GDP for example consumers’ needs and aspirations are more and more growing closer and more similar. This development is expected to continue over the foreseeable future; the ever-increasing consumer base is keen to enjoy and choose from a more varied consumption offer and thus creating even bigger opportunities to tap into.

Strategies

Entering new markets for consumer goods companies requires a mix of entrepreneurial start-up experience as much as the classical go-to-market, sales strategies, and know-how; a skill-set which usually is rare within corporate structures. Depending on the business model the ability to guide and steer the distribution partner in the respective country is crucial. Further, a continuous presence in the region, “the eyes and ears on the ground” significantly boosts the ability to understand and adapt to the local needs.

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Expertise

Expertise

“All growth depends upon activity. There is no development physically or intellectually without effort, and effort means work.” (Calvin Coolidge, 30th president of the United States)

We help companies develop, negotiate and execute the right Marketing and Sales Strategy for the launch and ongoing management of their brands in South East Asia:

For and with our clients we identify market opportunities through market intelligence, in-market research, and local consumer insights. From there we assist the client to decide on the relevant assortment, distribution channels, and pricing in line with the relevant market, country and client aspirations. Importantly, we do not leave the client alone at the crucial step of strategy execution. On the contrary, we execute the strategy; from helping to identify the best suitable distributor, through supporting the negotiation process, to developing or adapting compelling, high-quality POS and sales force communications; we ensure full execution of the strategy from project commencement to when the products are on shelf. Furthermore, to ensure a sustainable high level of brand performance, we offer our clients on-going local brand- and distributor management through monitoring, steering, and control. Our clients often say that Emerge Partners is their “eyes and ears” in the region.

Team

We are an international team with significant experience of living and working both in Europe and Asia. A number of our team have worked at senior management levels in multinational FMCG organisations such as Henkel, Remington and Nestle. Additionally we combine cross-industry experience with other members of the team having worked at companies such as BBC, Edelman PR and Vodafone. The team brings together a wealth of marketing, strategy, brand management and commercial expertise. We have first hand experience of launching international brands into the region – we have been there, done it, “bought the T-Shirt” and are now delighted to offer our expertise to companies looking to enter SEA markets.
Aida Rizvo
Aida Rizvo
Executive Director
Beatriz Pena
Beatriz Pena
Regional Consultant
Suraya Intan
Suraya Intan
Accountant
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Huong Nguyen
Regional Consultant
Rachel Ayscough
Rachel Ayscough
Regional Consultant - special projects
Christin
Christin
Personal Assistant
Lisa End
Lisa End
Regional Analyst
Annika Maucher
Annika Maucher
Regional Analyst

Clients

Our clients are from New Zealand, Europe or the USA, they are active in a variety of FMCG categories; and they all have 2 things in common: they don’t have their own organisation in South East Asia and they wish to support and manage their brands more directly, and thus use Emerge Partners as their “extended arm” into the region.

What can we do for you?

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