iGIP Market Research team

What is Happening with iGIP in Asia Pacific?

TNs Raised0

1000

2000

3000

4000

5000

6000

2009 2010 2011 2012 2013

Organisational Value

Market Value Individual Value

Our Value in the Market

Long-term leadership pipeline and impact on the world

Competitive talent advantage for tomorrow

Short-term talent gap solution

Our Value for the EPs and Our Members

Organizational Value:A young person witnesses and contributes to

responsible and entrepreneurial

leadership overcoming the environment

Market Value:Entrepreneurs can sell

their products in international markets, survive, and support

Spain’s economy

Individual Value:A young member learns sales and delivery, and

learns how to contribute to society through market solutions

The Story of AIESEC in Spain

To grow our product and develop leadership in every experience we have to raise TNs in

meaningful industries where the EP has an impact on the world.

How do we do that?

If you had 1000 AIESEC trainees coming to your country, in which industries would you want to place them?

Because their experience would develop leadership.

Because they would make an impact on society.

Because our members would see their contribution to society.

Relevant Market Segment

In what industry can you develop leaders who will have a positive impact on society?

Industry Talent Needs

What are the talent needs in that industry?

JD that Develops Leadership

What can the EP do that will develop leadership and serve the industry’s talent needs?

Supply

BO AlignmentDo we have the EP supply to fill this need? Where are the EPs from, and how can we match with them?

How do we align our marketing and TC to sell and deliver these experiences on a major scale?

Market Segmentation Process

Incoming GIP Market Research

GST Output for AP GN

• Building a connect between the key economic, social and cultural problems in developing societies with markets and industries that are the most valuable in solving those problems

Market Identification

Needs Identification

By growing our tourism industry we can increase the no. of people who travel to and from Asia. This will help increase in consumption of goods and services, increased investment and consumption in

the region leading to economic growth.

A very small Population in developing economies contribute to a large share of GDP . This is because of the unskilled people which

can be supported by the Skill Development and Education Industry.

Strategy 1Asia Pacific GN

Tourism

What purposeful GIP strategies am I recommending?

Market Identification Partner with various sub-sectors in the Tourism Industry

to increase Outbound and Inbound Travel from the countries contributing to the nations economic state and

cultural reputation.

Sub-Product IdentificationBy providing the industry with management and marketing solutions we can increase inbound and outbound tourism helping create a world with no

boundaries.

Features of this Strategy

• Capitalization on the industry boosts the Tourism Sector leading to cultural exchange of people/ideas and thoughts completely aligning the sector to AIESEC Values.• The Sector contributes directly in contributing to the national economies of these developing countries• The Sector finds international interns extremely valuable as it gives the Industry direct access to an international market.• Sector provides extreme flexibility with the intern background with a concrete job role however.

The Reality

Countries:- Developing Economies in South Asia and East Asia.

Economical•High Development Opportunity•Goods and Services Trade can be improved.•High FDI Potential•Low Currency Value

Cultural•Cultural Stereotyping South Asia•Lack of Cultural Awareness •Lack of knowledge of the future opportunities

The Sector

Tourism Industry

•Inbound Tourism•Outbound Tourism•Medical Tourism•Educational Tourism

Sub-Sectors

•The Attraction Sector•The Accommodation Sector•The Transport Sector•The Travel Organizer Sector•The Destination Organization Sector

http://v5.books.elsevier.com/bookscat/samples/9780750666374/9780750666374.PDF

The Tourism product is an amalgam Depending upon the nature or the purpose of travel various sectors come together to facilitate tourism

The Connection

The Reality•High opportunity of Development •Goods and Services Trade can be improved•High FDI Potential•Low Currency Value•Cultural Stereotyping South Asia•Lack of Cultural Awareness •Lack of knowledge of the future opportunities

Solution•Source of hard currency, purchasing of national currency•Increase business activities in retail•Increase the net services•Creates a ripple effect•Encourages investment in the country•Creates social and cultural awareness about the country

Tourism can help a country’s economic state and cultural reputation in various ways:-

The Value

Intern JD

• Promoting Host Country tourism in the Intern’s country.

• Helping create Promotional Package suiting the preference of a particular country.

• Helping develop new products suiting international market preference.

• Manage Social Media Marketing for the organization.

• Help Generate partner leads from tourism Industry abroad.

Contribution

• Sales• New Partners• More Revenue• Better Visibility

The Tourism Industry finds Global Perspective, Mindset and Talent extremely valuable .

Examples

Application in different sub-industries / sectors

By providing interns to international

universities we can help increase the no. of

foreign applicants.

By providing interns to hospitals we can help them increase their

medical tourism business and promote

the benefits of traveling for such

reasons.

By providing interns to travel agents and tour

operators we can overall increase the

inbound and outbound travel for the country in

question.

Statistics

 2011Inbound tourism expenditure (% GDP)

Outbound tourism expenditure (% GDP)

India 1 0.7

Pakistan 0.6 1

Nepal 2.5 2.5

Afghanistan 0 0

China 0.9 1.3

Sri Lanka 2.6 1.7

what was my market research process?

Primary Research:-

• Research Validation by interviewing Company Heads from the Industry.

Secondary Research:-

• Online Research with PATA, UNESCAP and other web sources

What entities would you recommend implementing this strategy?

• Sri Lanka• Mainland of China• Pakistan• Afghanistan • Nepal• India• Thailand• Malaysia• Indonesia• Vietnam• Cambodia

Training required for members

• Study different trends connected to tourism including timelines and popular destinations in the country.• Find out the largest markets that contribute to tourism in

the country and the prospects of partnering with them.• Speak to your Local Boards/ Existing Partners and Clients

on the prospects of tapping into those industry.• Meeting a few organizations that can help you understand

the value of global talent and the need for a leadership pipeline in the sector better. • Create Target Market Value and Pilot it in the country

Leadership Experience for the ep

• The EP will go through a very challenging leadership journey as he/she will be responsible for packaging a cultural product (tourism) which will take a lot of understanding and stepping out of the comfort zone.

• The EP will be packaging the product for another culture altogether which will also require strong understanding.

• Th EP will be end responsible for the project providing a high quality intense experience.

Strategy 2Asia Pacific GN

Skill Development and Education

What purposeful GIP strategies am I recommending?

Market Identification

Partner with various organizations that lead to skill development and education contributing to key issues

like unemployment rate, unskilled labor, and illiteracy rate.

Sub-Product Identification

By providing the industry with teaching and marketing solutions we can help skill thousands of people in

organizations to help our countries grow.

Features of this Strategy

• Capitalization on the industry boosts the Education/Skill Development Sector leading to skill development and education reaching to more and more people around the continent.• The Sector contributes directly in contributing to the

national economies of these developing countries• This Sector helps bring innovative teaching and training

methodologies that are otherwise absent in the country.• The Interns are a great value to the sector because of

their culture and language speaking skills.

The RealityCountries:- Developing Economies like India, Sri Lanka, Pakistan, Nepal, Vietnam and Indonesia.

Economical

• Contribution of the GDP is majorly by a fraction of the population.

• Raid population growth and not enough growth in the education sector is increasing the gap.

• No. of unemployed and illiterate people is alarming.

Cultural

• Lack of understanding of various cultures and liberal arts.

• Lack of language training• Lack of foreign language training.

India Sri Lanka Pakistan China Thailand Malaysia Indonesia Vietnam Cambodia

Human Capital Index (Rank/122) 78 50 112 43 44 22 53 70 96

Education (rank/122) 63 51 111 58 79 34 61 73 99

Workforce and Employment (Rank/122) 49 62 104 26 27 18 32 57 42

10

30

50

70

90

110

Human Capital Index & Elements

India Srilanka Pakistan China Thailand Malaysia Indonesia Vietnam Cambodia

62.8

91.2

54.9

95.1 93.5 93.1 92.8 93.4

73.9

Literacy Rate % Literacy Rate %

I ndi a Sr i l a nka Pa k i s ta n C hi na T ha i l a nd M a l a ys i a I ndone s i a V i e tna m C a m bodi a

0

10

20

30

40

50

60

70

80

Unemployment Rate % (Rank /122)Unemployment Rate % (Rank /122)

India Srilanka Pakistan China Thailand Malaysia Indonesia Vietnam Cambodia0

5,000

10,000

15,000

20,000

25,000

30,000

GDP Per employed person (USD $)

GDP Per employed person (USD $)

The Solution

Vocational Training

•Language Institutes•Personality Training Institutes•Specific Skills Training Institutes ( IT, Finances, etc)

Education•Public Schools•Private Schools•IB / Global Schools•Private Universities•Public Universities

http://v5.books.elsevier.com/bookscat/samples/9780750666374/9780750666374.PDF

The Education/Skill Development Industry is an amalgam

Various markets come together to provide education opportunities.

The Sector`

Intern JD•By teaching various languages to students the intern helps making people more employable. •By teaching various specific skills to students the intern helps make people more employable.•By designing curriculum and bring learning resources. •By introducing new subjects, topics and raising awareness about the same.•By sensitizing teachers and other stakeholders in the education industry about the key changes required through needs assessment in the form of consultancy.

Contribution

•Educating students in various different markets.

The Education Industry finds Global Perspective, Mind-set and Talent extremely valuable .

What entities would you recommend implementing this strategy?

• Sri Lanka• Pakistan• Afghanistan •Nepal• India• Indonesia• Vietnam• Cambodia•Malaysia

Training required for members

1) To check the viability of the intern provision in each of the sectors mentioned previously.

2) To validate the intern value with organizations from the sector/market.

3) To research on the top-skills required in the local reality align demand-supply according to it.

4) Find other working areas where organizations in the sector fing it hard to fill jobs.

Leadership Experience for the ep

• The EP will be responsible for a huge impact region and will be working on a huge project making the internship project very intense.

• The EP will be required to develop inter-cultural and inter-personal skills to effectively create the impact required.

• The EP will have to adapt to the demographics of the society, their social, cultural and economic backgrounds, their learning and living habits and accordingly develop teaching style.

Do we have to change everything??

No, don’t stop raising TNs

No, you don’t have to drop your current market – product strategy

No, we don’t have to raise with only non-profits, schools, and hospitals

Make specific changes to what we’re doing now

Start doing new things to

build a purposeful

GIP program

How to Change What You’re Doing Now Choose which of these market – product strategies you want to

implement in Q1

In the JDs your EPs are currently doing, add activities that develop leadership

Ensure TN-takers understand and want to co-deliver leadership experiences

Embed purpose into your sales member education, your marketing, and your sales process

Market – Product Process

1. Research trends in business, education, government, social issues, IGOs, NGOs, etc

2. Choose relevant needs of society and the industries that address these needs

3. Interview with industry leaders and experts, use research to understand talent needs and create hypothesis of sub-product solution for the industry

4. Test sub-product solutions and choose top market – product combinations

5. Make a targeting list of companies to sell these products to

6. Align marketing an talent capacity to be able to reach these markets, sell the right product, deliver it, and showcase it

Will This Solve All My Problems?

Still need to train people

Still need to market, sell, and deliver well

In Colombia sales members see the impact so clearly it’s difficult to move their focus to other sub-products

In Russia the sales members were so successful they didn’t feel as much pressure to perform anymore

What Will Be the Impact When We Do This? More sales intensity because members understand

the why

Better leadership experiences for EPs and members as they contribute to society’s needs

More TN raises with better customers for our purpose

BIG AIESEC

What Do We Do in Q1?Activity Tier 1 Tier 2 Tier 3

Choose what market segments you want to sell in based on “If you could bring 1000 EPs to your country . . .” X X X

Message purpose of GIP to LCs in all channels X X X

Add purposeful elements to JDs of current market-product strategy X X X

Share CoW of GIP with TN-takers and help them plan to co-deliver leadership experiences X X X

Embed purpose of GIP in all marketing, talent capacity, and showcasing for iGIP X X X

Integrate 1 new market segment from GST research X X

What Do We Do in Q1?

Activity Tier 1 Tier 2 Tier 3Create a new market – product strategy based on purposeful GIP X

Test new market – product strategy on national levelX

Raises that create leaders

What are we trying

to achieve?

Be the leader who confronts

the fundamental problem

Make an organization

whose purpose and actions are

aligned

Create purposeful leaders

Why Do This Now, and Not Next Year?