Markets for Corporate Training in ASEAN

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Markets for Corporate Training in ASEAN
Janice Aw Team Leader / Senior Business
Development Manager Services Consumer
Team AUSTRADE Singapore
2
Agenda

• Snapshots of Potential Markets in ASEAN
• India
• Malaysia
• Thailand
• Vietnam
• Singapore (and Singapore HR Congress 2008)
• How attractive is the market?
• What are the challenges?
• Who to contact in Austrade?

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INDIA - How attractive is the market ?

• India is 4th largest (in PPP terms) and second
  fastest growing economy (9.0) in the world
• India's growing employment market presents an
  opportunity for the budding training industry in
  the country
• Exponential growth in few sectors leading to huge
  skill shortage (e.g 10 million jobs in IT
  services sector by 2009)
• Improving corporate balance sheets and
  strengthening Rupee makes the market attractive
• Increased spending by both Indian Govt private
  sector in training consultancy sectors

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INDIA - Corporate Training Market

• Training industry size is estimated at AUD 1.7
  billion
• Estimated healthy spending by Indian companies on
  training ranging from 0.5 - 5
• Your prime targets are MNCs, Large Indian
  Corporate, IT ITES CoYs, Public Sector Units
  Government are prime targets
• Existing key players are NIS Sparta, DB, IIMs,
  NIIT, Aptech, Educomp, Dale Carnegie, etc

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INDIA - Opportunities for Australia

• Behavioural soft skills across sectors
• IT ITES
• Retail
• Automobile
• Sales Service
• Banking Financial services
• Telecom
• Manufacturing
• Hospitality
• Healthcare

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MALAYSIA - How attractive is the market ?

• Services currently comprise 50 of economy
  Government vision to
• achieve developed nation status by 2020
  massive growth in services
• sector required
• A market of extremes well-educated but with
  many tertiary educated
• unemployed because they lack practical skills
• Seeks to be a centre for overseas
  investment/regional head offices
• Government increased allocation to HRD fund in
  2006 - 9th Malaysia Plan
• Key opportunities
• Entrepreneurial skills
• Coaching
• Advanced/executive leadership
• Public policy (particularly the measurement of
  past programs)

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THAILAND - How attractive is the market?

• 2nd largest economy in ASEAN strong consistent
  growth
• USD700 million sector
• Opportunities in training and consultancy in
  human resources, tourism, healthcare, management
  training and consultancy
• Govt Policies incentives for training
• Increasing numbers of MNCs and Thai MNCs

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THAILAND - Forthcoming event

• Austrade Pavilion at Personnel Management
  Association of
• Thailand (PMAT) HR Forum, June 26 27, 2008
  details are yet to be finalised
• For HR related corporate trainers and
  consultants to raise
• awareness in Thai market in presence of over
  400 HR
• persons
• For more information queries, please contact
• Navin Pawa
• Business Development Manager, Services,
  Austrade Thailand
• Email navin_at_austrade.gov.au

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VIETNAM - How attractive is the market ?

• Strongly growing market with large shortages of
  experienced managers and professional
• Urgent need in middle and high-level managers 10
  000 by 2010
• 40 corporate training imported from foreign
  providers
• 35 country workforce need vocational training
  est 40m people
• Australia enjoys good reputation as a strong
  training provider and has achieved success
  through firms such as RMIT, GHD and EIC Growth

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VIETNAM - How attractive is the market ?

• Training opportunities on both industry and
  functionality level
• Regulatory drive VN govt has mandated
  corporations to allocate USD 500 in training
  funds for each mid-level employee per year
• Hot industries Financial services Engineering
  Govt IT Oil Gas
• Hot topics Customer Service Management skills
  PR Media Skills OHS and IT training

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SINGAPORE - How attractive is the market ?

• Singapores economy grew 7.7 in 2007 with
  lowest unemployment
• rate at average 2.1 in 2007
• Singapore Government continues to inculcate
  lifelong learning for employability
• as people is Singapores KEY asset
• Corporate training sector is part of new Global
  Schoolhouse
• target 100,000 overseas executive trainees
  over 10 yrs
• Base to 7,000 multinationals, 50 with regional
  HR responsibilities
• Human capital development becomes competitive
  differentiator
• talent recruitment, management and retention
  are key challenges

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SINGAPORE - How attractive is the market ?

• Sophisticated and competitive market but on-going
  demand from private multinational companies,
  local MNCs and Govt
• Ongoing demand for both leading edge management /
  soft skills and industry focused training eg
  retail, healthcare, PE, hospitality tourism
• The Continuing Education Training Masterplan
  recently announced
• To provide high quality training to all
  employees for next 10 years
• skilled and professionals
• Increasing training places from 20,000 to 80,000
  catered to adult workers
• Govts at least SGP200 million spend on this
  sector
• Plans to work with both national and private
  education providers

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CORPORATE TRAINING EXPORT - What are the key
challenges?

• Culture and Language
• Know your competition - GLOBAL US / UK and
  local
• PITFALL - you think you are the BEST
• Unique point of differentiation eg innovative
  delivery mode leading edge content impressive
• professional promotional collaterals and
  website
• Majority of markets are price sensitive
• Finding the key decision maker - Rapport
  relationship building are IMPORTANT
• Maintaining your pipeline of potential customers
  for the next job
• Strong track records and testimonials help
• On-going stay-in-touch and Follow up, follow up,
  follow up must be prepared for the long haul
• time, time and financial resources
• Protect your intellectual property as appropriate
• Government linked projects can be risky long
  lead time / cancelled with little warning /
  adhere to local requirements

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AUSTRADE CONTACTS IN ASEAN
THAILAND Navin Pawa Business Development
Manager, Services Austrade Bangkok T 66 2 344
6322 navin.pawa_at_austrade.gov.au VIETNAM Huy Pham
(Mr) Business Development Manager Austrade No
Chi Minh City T 84 8 8299387 huy.pham_at_austrade.
gov.au

• INDIA
• Vijay Subramanian
• Business Development Manager
• Austrade, Chennai, India
• T 91 99400 97181
• vijay.subramanian_at_austrade.gov.au
• MALAYSIA
• Juliana Badli (Julie)
• Business Development Manager
• Austrade Kuala Lumpur
• T 60 3 2146 5669
• juliana.badli_at_austrade.gov.au
• SINGAPORE
• Janice Aw
• Senior Bus Development Manager
• Austrade Singapore
• T 65 6418 8448

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SINGAPORE HR CONGRESS 20085-6 May
(www.shri.org.sg/hrcongress)

• One of 2 key HR events in Singapore (the other is
  HR Summit)
• Organised annually by the Singapore Human
  Resources Institute
• Conference-cum-display concept in hotel setting
• Congress 2007 attracted about 1000 attendees
• Austrade collaborates to profile Australian
  participants at HR Australia Showcase with dual
  exposure
• Exhibition with display table individual or
  shared option
• Seminar presentation opportunity HR Australia
  Seminar first come first served
• Joint marketing efforts Austrades HR database
  (approx 500) PLUS SHRIs database of approx 2000
  members and general public

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SINGAPORE HR CONGRESS 20085-6 May
(www.shri.org.sg/hrcongress)

• 24 Exhibitors to date (majority are sponsors)
• Cartus
• Mercer Human Resources Consulting
• Sirva Relocation
• John Wiley
• UCARA
• Delegates from local and surrounding countries
  across various industries
• Marketing via EDM to SHRI database, ads in HC mag
  sponsors to market to their database
• Should consider if you are
• HR consultants
• Professional executive development
• HR related products services eg profiling
  tools

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Singapore HR Congress 2008 Floor PlanCopthorne
Waterfront Hotel
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SINGAPORE HR CONGRESS 20085-6 May
(www.shri.org.sg/hrcongress)

• Participation Options
• To apply on www.austrade.gov.au/HRCongress08

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SINGAPORE HR CONGRESS 20085-6 May
(www.shri.org.sg/hrcongress)

• Who to contact
• Sydney Singapore
• Peter Mackey Janice Aw
• Senior Export Advisor, Education
  Training Senior Business Development Manager
• T 02 9390 2926 Austrade Singapore
• peter.mackay_at_austrade.gov.au T 65 9177 7032
• janice.aw_at_austrade.gov.au
• Anna Lin
• Export Advisor, Education Training
• T 02 9390 2913
• Anna.lin_at_austrade.gov.au