becamex presentation - full version 4

8/3/2019 Becamex Presentation - Full Version 4

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2Agenda

Agenda

Project Definition

Market Characteristics

Value Proposition

Marketing Framework

Distribution Channels

Summary & Discussion



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



4Marketing Framework

Value Proposition

Mission Statement

Brand Management

Communication and Go2 market Routes

Market Analysis



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



European Customer Perspective

Source: EC Harris, Customer Interviews, Web sources

0 1 2 3 4 5

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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Value Proposition

Mission Statement

Brand Management


Market Analysis



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



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



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



11Value Proposition

The Becamex

Value Proposition

Customer Perspective

D CI




Value Proposition

Mission Statement

Brand Management


Market Analysis



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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Value Proposition

Mission Statement

Brand Management


Market Analysis



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

− Email

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

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



19Marketing Framework - Internet



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



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



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

http://www.bbgv.org/UKTrade.asp

https://www.uktradeinvest.gov.uk/

http://www.allbusiness.com/ho-chi-minh-city-vietnam/4969589-1.html


http://www.business-in-asia.com/vietnam.htm



http://www.outsourcemagazine.co.uk/

http://www.ventureoutsource.com/

http://www.oecd.org/statsportal/0,3352,en_2825_293564_1_1_1_1_1,00.html


http://www.wto.org/

http://www.wto.org/



http://www.ventureoutsource.com/

http://www.outsourcemagazine.co.uk/


















https://www.uktradeinvest.gov.uk/

http://www.bbgv.org/UKTrade.asp



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



26AGENDA

Introduction

Meeting and Greeting

Email Etiquettes

Meetings

Marketing Brochure

Documents

Discussion



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.



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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mailto:[email protected]

mailto:[email protected]



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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