Becamex European Marketing Strategy

Agenda

Agenda Project Definition Market Characteristics Value Proposition Marketing Framework Distribution Channels Summary & Discussion

Project Definition

1. To offer a framework and strategic activity to successfully market Becamex to potential customers in UK and Europe (TBC 20 June) 2. Provide specific market intelligence that will include (TBC 28 July): a spectrum of companies that potentially invest in Becamex Industrial Parks distribution channels sources of trend information

Marketing Framework

Market Analysis

Value Proposition

Mission Statement

Brand Management

Communication and Go2 market Routes

Market Characteristics
SMEs: turnover not exceeding $500Million or similar size operations of larger companies 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

European Customer Perspective

Potential domestic market Facilitation of business network Low inflation rate Low cost: salaries, land and utilities Supply Chain logistics Political stability in the country Logistics: easy access to transportation, airport, port Modular solution approach Low staff turnover HR solution: training, recruiting Accessibility of highly skilled workforce Intellectual property protection Tax benefit Reliable Infrastructures Risk sharing: financial Availability of selection of property Commercial law: ease of bureaucracy, ease of setup
0 1 2 3 4 5

Source: EC Harris, Customer Interviews, Web sources

Marketing Framework

Market Analysis

Value Proposition

Mission Statement

Brand Management

Communication and Go2 market Routes

Value Proposition
Integrated Infrastructure

All utilities including international telecoms Road systems Developing transport links Highway 13 24/7 security 30% less construction cost Minimise ongoing costs

Value Proposition
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

Value Proposition
Customised Solutions

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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

Value Proposition

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The Becamex Value Proposition

D
Customer Perspective

Marketing Framework

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Market Analysis

Value Proposition

Mission Statement

Brand Management

Communication and Go2 market Routes

Mission Statement

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Our mission is to provide integrated and innovative infrastructure solutions for businesses. Developing partnerships with our customers and the community that are mutually beneficial to create sustainable and socially responsible developments.

Marketing Framework

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Market Analysis

Value Proposition

Mission Statement

Brand Management

Communication and Go2 market Routes

Brand Value
Becamex is a trusted and recognised brand within Asia

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Leverage the strong brand to maximise potential investment opportunities from Europe
Create brand awareness and associations Competitive advantage quality, trust, risk reduction External Communication Printed material brochures (single message - , consistency, accuracy) Web Email Importance of first impressions, communicates quality

Marketing Framework - Internet

Domains

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Register Trade Marks to allow registration of country local domains (like becamex.eu) and prevent domain hijacking
Email Email addresses Consistency username@becamex.com or username@becamex.com.vn

Online marketing
Sponsor search engines (Google sponsored links for specific keywords)

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Website Observations
Current Becamex Web site

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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

Marketing Framework - Internet

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Distribution Channels

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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 and Investment reports

Distribution Channels

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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
Context Trade Body UK Trade and Investment Distribution Channel Distribution Channel Distribution Channel Magazine Key Description BBGV (British Business Group Vietnam) UK Government Site for British Businesses Business Portal Business Portal EMRG's 8th Annual Global Sourcing Conference Outsource Magazine URL http://www.bbgv.org/UKTrade.asp https://www.uktradeinvest.gov.uk http://www.allbusiness.com/ho-chi-minhcity-vietnam/4969589-1.html http://www.business-inasia.com/vietnam.htm http://www.emrgind.com/bpo2008.htm http://www.outsourcemagazine.co.uk

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Magazine
Market Intelligence Market Intelligence Market Intelligence

Venture Outsource
Organisation for Economic Cooperation Development World Trade Organization Thomson Intelligence

http://www.ventureoutsource.com
http://www.oecd.org/statsportal/0,3352,e n_2825_293564_1_1_1_1_1,00.html http://www.wto.org Subscription

Training Meeting and Greeting

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Email Etiquettes
Meetings

Marketing Brochure
Documents

Next Steps Further development and research based on companys feedback

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Indication of potential customers

Indication of suggested distribution partners

Submission of final report on July, 28th

Continuous active dialogue and update on progress

Appendix

AGENDA

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Introduction Meeting and Greeting Email Etiquettes Meetings Marketing Brochure Documents Discussion

MEETING AND GREETING

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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 a cursory glance so dont be offended if not much attention is paid to it.

EMAILS E-mail is now much more widespread, however the communication style remains more formal, at least initially, than in many other countries. Most British will not use slang or abbreviations and will think 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 investment appraisal 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

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Stuart Warner Professional Development Division 1 Procter Street London WC1V 6DW Tel: +44 (0)20 7067 2828 Fax: +44 (0)20 7067 2850 Email: stuartwarner@bpp.com

BUSINESS MEETINGS

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If you plan to use an agenda, be sure to forward it to your British colleagues in sufficient time for them to review it and recommend any changes. Punctuality is important in business situations. In most cases, the people you are meeting will be on time. Call if you will be even 5 minutes later than agreed. Having said that, punctuality is often a matter of personal style and emergencies do arise. If you are kept waiting a few minutes, do not make 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.

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 the business 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 British rely 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 the next steps to be taken.

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PRESENTATIONS The 45 minute rule: Attention Span

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Average time of a slide 3 minutes

Slides are an aid and should not be detailed

Dont forget to include an Agenda Slide

Summarise Key points / takeaway at the end

MARKETING BROCHURE
Avoid too much information Should be an introduction and a quick guide

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Proof Read
Consistent Branding No exaggerated claims

GENERAL

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Building Relationships The British can be quite formal and sometimes prefer to work with people and companies they know or who are known to their associates. The younger generation however is very different; they do not need longstanding personal relationships before they do business with people and do not require an intermediary to make business introductions. Nonetheless, networking and relationship building are often key to long-term business success. Most British look for long-term relationships with people they do business with and will be cautious if you appear to be going after a quick deal.