International Conference 2009
Products & Services Panel
Jim Gurowka, Institute of Management Accountants
Michael Michaud, CAE, American Society of Mechanical Engineers
Christina Hale, Kiwanis International
Howard Wallack, SHRM
Peter Turner, MCI Group (moderator)
Friday, March 6th 1115-1215pm
Connecting Great Ideas and Great People
Rapidly Expanding Middle Class
in Emerging Markets
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Panel Snapshot
Association Total ! Non-US International Target Offices Outside Key Products/Services for non-
Membership members Revenue Countries/ US US members
! # of (2008) Regions
Countries
! % of total
membership
ASME 127,000 ! 20,000 $70million Europe, Brussels, Belgium Codes and Standards,
(10 & 50% by China, Accreditation and Certification,
! 160 Beijing, China
product line); India Courses, Publications. And
! 15% New Delhi, India
no overall Journals
data
available
IMA 60, 000 ! 10,100 $4.2 million China Beijing, China Annual conference,
certification prep courses and
! 128 Middle Dubai, UAE
materials, chapters, seminars.
East
! 17%
N KIWANIS 260,000 ! 60,000 $2.4 million India Office: Ghent, Annual convention, regional
Belgium conventions (Europe and Asia-
! 90 UK
Pacific) regional governance
G Staff: Manila,
! 24%
support, literature, magazine
Philippines, and
(limited), district officer and
Ho Chi Minh City,
G growth education
Viet Nam
G SHRM 250,000 ! 4,528 $2.379 China Beijing, China Annual Conference, other
million conferences, seminars,
! 143 India Mumbai, India
certification prep materials and
G ! 1.8% Canada
courses, e-Learning,
membership
G
Topic Areas
! Sizing Market ! Portfolio
Opportunities Performance
! Product Development ! Marketing & Sales
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Sizing Market Opportunity
! How do you evaluate market potential of
a product for a given region?
! Regional Economic, Business, Social,
Technical Trends
! Local Adoption of Standards/Practices
! Country Analysis
! Non-US Member/Customer Need
! Competitive Analysis
! Product Audit
Portfolio Performance
! What types of products do you offer to
non-US audiences?
! Do you track product sales by region,
country, etc?
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Product Development
! When do you adapt product design to a
given region?
! How does this impact…
Localization of content
!
Internal process management
!
Product delivery
!
Product pricing
!
Marketing & Sales
! When you target a region how is your
product marketing campaign different?
! Localized value proposition
! Translation of promotions…
! What types of partnerships do you seek?
! What sales channels work best for you?
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Lessons from the Road
! Mistakes you learn from…
For More Information
! Economist Special Report
http://www.economist.com/specialreports/displayStory.cfm?story_id=13063298
!
! Pew “Global Middle Class” Study
http://pewglobal.org/commentary/display.php?AnalysisID=1051
!
! Roy Adler Fulbright professor marketing
at Pepperdine University
http://www.miller-mccune.com/article/counting-on-the-middle-class
!
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ASAE & The Center Study Mission
April 19-30, 2009
Singapore, Dubai, Abu Dhabi
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