SEA CAPE Market Readiness Programme ASEAN

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SEA CAPE Market Readiness Programme ASEAN

15 Oct | Waikato

Event Name:

SEA CAPE Market Readiness Programme ASEAN

Event Date:

15th Oct 2019 9:00am-3:30pm




BNZ Building, Level 1, 354 Victoria Street, Hamilton


The Southeast Asia Centre of Asia-Pacific Excellence (SEA CAPE) and ExportNZ cordially invite you to attend this great one day workshop. The SEA Market Readiness Programme aims to provide your business with the mind-set, assessment tools and strategizing preparation work needed for engaging in Southeast Asian markets.

You will have the opportunity to tap into the knowledge provided by experts and share experiences with other participants and network with subject matter experts, SEA CAPE network and each other.

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.


Dr. Benjamin Fath, Senior Lecturer at the University of Auckland Business School. Ben teaches Research Methods on the MBA programme. He has facilitated workshops across New Zealand for practitioners on partner strategy in Asia in collaboration with the Asia New Zealand Foundation and ExportNZ

Eldrede Kahiya. Eldrede is a Senior Lecturer in International Business at Victoria University of Wellington. Prior to joining academia Eldrede spent a combined eight years as a practitioner in international logistics (imports/exports operations) and retail management. This work experience is spread across diverse environments which include Zimbabwe, USA, and New Zealand

Cost (Members):


Cost (Non-Members):