Marketing Transport Technology Products & Services in Asia-Pacific
One Day Short Course - 24 September 2002
Customs House, Brisbane, Australia

The Short Course has now been held, however we still have some Handbooks and CD-ROMs of resources available for purchase. Please email us if you are interested.

Testimonials

"Some interesting and indeed informative examples.... The lessons
learnt from failed attempts or problems incurred in conducting business
in foreign countries is particularly of interest to someone who, shall I
say, has had a reasonably smooth ride." Tim Jennings, Principle -
Systems & Communications Parsons Brinckerhoff Australia Pty Limited

"Thanks for a useful day." Andre Michau, Manager Marketing Strategy
Queensland Railways, Strategy Unit

"Very comprehensive coverage in a relatively short period."

"A lot of pertinent information and good introduction to Asian marketing
of ITS products."

"Structure appropriate. Speakers knowledgeable & interesting.
Fascinating anecdotes. Content and information included was
comprehensive given the available time."

About the Course

With global economies in turmoil, the present relative stability and modest forecast growth in the Asia–Pacific region is again attracting the attention of international technology companies and consultants. The transport sector is a key component of these economies and there is a high demand for transport infrastructure, technology products and services.

But the Asia–Pacific region consists of a diverse mix of countries each with their own unique features. What are the characteristics of these markets? How can these markets be accessed? How can individual companies considering entering these markets determine what is the appropriate market-entry strategy for them?

This practical one day course featured presentations from leading consultants, trade experts and a leading technology company with "hands on" experience in the marketing of transport technology products including intelligent transport systems (ITS) and consulting services throughout the Asia–Pacific region.

A feature of the course was a series of real life case studies backed up by appropriate theory relevant to the nature of Australian businesses. The course was also highly relevant to non-transport technology companies and consultants.

Particpants learnt how to:
§ Understand the nature of Asian transport technology and transport consulting services markets
§ Understand the key factors affecting the adoption of transport technologies in country markets
§ Identify options for market entry and their attributes, prepare market assessments
§ Identify individual opportunities, prepare a marketing plan and sources of funding
§ Understand practical issues affecting marketing in the region
§ Assess your organisation’s readiness to export
§ Know where to turn for more information

Who attended?
Marketing managers and staff interested in commercialisation of their products and services and export to Asia–Pacific
§ technology companies
§ consultants
§ government organisations

Course materials
All participants received a detailed course handbook and CD-ROM of resources which included Part 3 of Transport Roundtable Australasia’s detailed Asian ITS Market Study—Intelligent Transport Systems in Asia: Market Trends and Prospects to 2010. The Course Handbook and CD-ROM of resources can be purchased separately. Please email us if you are interested.

For more information
Contact: Philip Sayeg Phone: 61 7 3844 5266
Email: phil.sayeg @ transportroundtable.com.au
Click here to download the brochure/registration form.

Venue
The heritage listed Customs House is located on the river in Brisbane's CBD.
Customs House
399 Queens Street
Brisbane Queensland
http://www.customshouse.com.au

Course outline
8:30 Session 1: The export opportunity
§ Why products and services?
§ Brief overview of global transport technology or intelligent transport systems (ITS) trends
§ Asian regional problems, issues and policies – many markets not one single one. Summary of characteristics of government and approach to ITS implementation
§ Overview of key international trends; sensitivities; risks etc

9:30 Session 2: Asia – Pacific Marketing
§ Overview of consulting & ITS markets – size, stage of development, capability, funding, client types
§ ITS adoption factors
§ Market entry strategies and attributes
§ Case studies for technology product marketing and consulting

10:30 break

11:00 Session 3: Planning for the market
§ Developing a marketing plan – market estimates, opportunities, reliability of information
§ Prioritisation of markets
§ Influence of Australian environment

Session 4: Challenges of doing business in Asia–Pacific
§ Nature of country risk
§ Importance of relationships, cultural aspects
§ Key success factors
§ Assessment of your readiness to export
§ Case studies

12:30 lunch

1:30 Session 5: Commercial Issues
§ Contractual expectations - incomplete contracts
§ Payment, foreign exchange risk, delays, hidden costs
§ Bonds & bank guarantees
§ Product standards, quality systems
§ Non transparency
§ Dealing with corruption
§ Identifying funding sources for marketing efforts
§ Taxation and accounting issues
§ Where to get more information

Session 6: ITS Product Development
§ What is a product?
§ What are your competitive products and services?

2:30 Session 7: Overview of Selected Country Markets – PR China
§ A series of markets; view of firms on China market
§ Hong Kong’s changing role as entry point
§ Restrictions on companies
§ ITS market estimates and transport consulting estimates
§ Case studies – product suppliers perspective

3:30 break

4:00 Session 8: Overview of Selected Country Markets
§ Snapshot of Thailand and Singapore markets for ITS products and transport consulting
§ Doing business in India
§ Summary of markets - including our market estimates for ITS products by country

4:45 Wrap Up – discussion and evaluation of course

5:15 close

Course leader
Philip Sayeg, Director, Transport Roundtable Australasia Pty Ltd, Brisbane
Philip has specialised in transport planning, policy and related management issues for over 27 years, with clients from all levels of government in Australia, foreign governments, international organisations and private companies. He has held advisory positions to senior public officials in Asia and has lived and worked in 12 Asia countries for 10 of the past 20 years.

He managed the Thailand operations of a large Australian consulting company for three years after which he established his own firm in Bangkok and subsequently in Brisbane, Australia. He maintains close connections with his Asian colleagues, works part-time with the World Bank as a staff consultant in several Asian countries, and works with numerous other international clients.

Phil has specialised in studies relating to Asia's transport infrastructure, commercial fleet operations and the market for intelligent transportation systems. He is also the Asia-Pacific correspondent for the UK-based global transport technology magazine Traffic Technology International.

In his capacity as director of Transport Roundtable Australasia Pty Ltd he is committed to expanding domestic knowledge of the Asia - Pacific region's potential but also the realities of doing business in the region.

Other Presenters
§ Geoff Upton, Manager, AusTrade, Adelaide — has extensive private and public sector marketing experience in several Asian countries
§ Professor Phil Charles, University of Queensland and Transport Roundtable Australasia, Brisbane
§ Gary Linton, Chief Executive, Saab ITS Pty Ltd, Brisbane
§ other Industry practitioners and experts to present real-world case studies

Click here to download the brochure/registration form.