Driving new growth in SE Asia

Challenge:

The UK business was already successful in exporting premium beauty products across most global markets, which included high value systems as well as creams and retail related product. The company had consistently failed to gain market penetration in key Far East markets, as the models used elsewhere were having no effect in generating volume sales in the region. The challenge was to drive substantial new sales in at least one major market in SE Asia and to gain a foothold in the region.

Approach: 

The key approach was to turn the existing model on its head and identify the real reason why there had been no substantial business growth in the past. Although very competant, the region was being managed by a junior sales manager with no gravitas at CEO or business owner level. The approach adopted was therefore to build close relationships at a senior level with targeted businesses in each major market. This involved intensive field work on the territory over 3 months, whilst harnessing the local experience of the regional sales manager.

Achievement: 

Within 3 months, several potential distributors had not only been identified, but key strategic relationships formed with senior decision makers in each business. A recommendation was made to the UK Board to build a close joint venture relationship with a large business operating out of Hong Kong, to provide the springboard into other markets in the region.

The result was a rapid expansion in both Hong Kong and mainland China as well into Singapore and Taiwan, resulting in new orders of over 1.5 million pounds in the first 6 months.

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