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Final Purposeful iGIP Strategies for Asia Pacific

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  • 1. iGIP Market Research team
  • 2. What is Happening with iGIP in Asia Pacific? 6000 5000 4000 3000 2000 1000 0 TNs Raised 2009 2010 2011 2012 2013
  • 3. Organisational Value Market Value Individual Value
  • 4. Our Value in the Market Long-term leadership pipeline and impact on the world Competitive talent advantage for tomorrow Short-term talent gap solution
  • 5. Our Value for the EPs and Our Members
  • 6. Organizational Value: A young person witnesses and contributes to responsible and entrepreneurial leadership overcoming the environment Market Value: Individual Value: Entrepreneurs can sell their A young member learns sales products in international and delivery, and learns how markets, survive, and support to contribute to society Spain’s economy through market solutions
  • 7. The Story of AIESEC in Spain
  • 8. 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?
  • 9. 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.
  • 10. Market Segmentation Process 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 Do we have the EP supply to fill this need? Where are the EPs from, and how can we match with them? BO Alignment How do we align our marketing and TC to sell and deliver these experiences on a major scale?
  • 11. Incoming GIP Market Research GST Output for AP GN
  • 12. • 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 Talent Value • Finding a connect between these key markets and the value that global interns can bring to their organization • Understanding key talent shortage in these sectors to provide maximum value Sub-Product Identification
  • 13. 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.
  • 14. Strategy 1 Asia Pacific GN Tourism
  • 15. 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 Identification By providing the industry with management and marketing solutions we can increase inbound and outbound tourism helping create a world with no boundaries.
  • 16. 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.
  • 17. 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
  • 18. The Sector The Tourism product is an amalgam Depending upon the nature or the purpose of travel various sectors come together to facilitate tourism Tourism Industry •Inbound Tourism •Outbound Tourism •Medical Tourism •Educational Tourism Sub-Sectors •The •The •The •The •The Attraction Sector Accommodation Sector Transport Sector Travel Organizer Sector Destination Organization Sector http://v5.books.elsevier.com/bookscat/samples/9780750666374/9780750666374.PDF
  • 19. The Connection Tourism can help a country’s economic state and cultural reputation in various ways: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
  • 20. The Value The Tourism Industry finds Global Perspective, Mindset and Talent extremely valuable . 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
  • 21. Examples Application in different sub-industries / sectors By providing interns to By providing interns to By providing interns to hospitals we can help travel agents and tour international them increase their operators we can overall universities we can help medical tourism business increase the inbound and increase the no. of and promote the benefits outbound travel for the foreign applicants. of traveling for such country in question. reasons.
  • 22. Statistics 2011 India Inbound tourism expenditure (% GDP) Outbound tourism expenditure (% GDP) 1 0.7 Pakistan 0.6 1 Nepal 2.5 2.5 0 0 China 0.9 1.3 Sri Lanka 2.6 1.7 Afghanistan
  • 23. 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
  • 24. What entities would you recommend implementing this strategy? • • • • • • • • • • • Sri Lanka Mainland of China Pakistan Afghanistan Nepal India Thailand Malaysia Indonesia Vietnam Cambodia
  • 25. 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
  • 26. 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.
  • 27. Strategy 2 Asia Pacific GN Skill Development and Education
  • 28. 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.
  • 29. 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.
  • 30. The Reality Countries:- 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.
  • 31. Human Capital Index & Elements 120 100 80 60 40 20 0 India Sri Lanka Pakistan China Thailand Malaysia Vietnam 22 Indonesi a 53 70 Cambodi a 96 Human Capital Index (Rank/122) 78 50 112 43 44 Education (rank/122) 63 51 111 58 Workforce and Employment (Rank/122) 49 62 104 26 79 34 61 73 99 27 18 32 57 42
  • 32. LITERACY RATE % Literacy Rate % 95.1 91.2 93.5 93.1 92.8 93.4 73.9 62.8 54.9 India Srilanka Pakistan China Thailand Malaysia Indonesia Vietnam Cambodia
  • 33. UNEMPLOYMENT RATE % (RANK /122) Unemployment Rate % (Rank /122) 80 70 60 50 40 30 20 10 0 INDIA SRILANKA PAKISTAN CHINA THAILAND MALAYSIA INDONESIA VIETNAM CAMBODIA
  • 34. GDP Per employed person (USD $) 30,000 25,000 20,000 15,000 GDP Per employed person (USD $) 10,000 5,000 0 India Srilanka Pakistan China Thailand Malaysia Indonesia Vietnam Cambodia
  • 35. The Solution The Education/Skill Development Industry is an amalgam Various markets come together to provide education opportunities. 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
  • 36. The Sector` The Education Industry finds Global Perspective, Mindset and Talent extremely valuable . Intern JD Contribution • 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. • Educating students in various different markets.
  • 37. What entities would you recommend implementing this strategy? • Sri Lanka • Pakistan • Afghanistan • Nepal • India • Indonesia • Vietnam • Cambodia • Malaysia
  • 38. 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.
  • 39. 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 interpersonal 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.
  • 40. 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 nonprofits, schools, and hospitals
  • 41. Make specific changes to what we’re doing now Start doing new things to build a purposeful GIP program
  • 42. 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
  • 43. 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
  • 44. 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
  • 45. 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
  • 46. What Do We Do in Q1? Activity Choose what market segments you want to sell in based on “If you could bring 1000 EPs to your country . . .” Message purpose of GIP to LCs in all channels Add purposeful elements to JDs of current market-product strategy Share CoW of GIP with TN-takers and help them plan to codeliver leadership experiences Embed purpose of GIP in all marketing, talent capacity, and showcasing for iGIP Integrate 1 new market segment from GST research Tier 1 Tier 2 Tier 3 X X X X X X X X X X X X X X X X X
  • 47. What Do We Do in Q1? Activity Create a new market – product strategy based on purposeful GIP Test new market – product strategy on national level Tier 1 Tier 2 X X Raises that create leaders Tier 3
  • 48. Why Do This Now, and Not Next Year? 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