The document discusses strategies for implementing purposeful global internship programs (GIPs) in Asia Pacific. It recommends focusing GIPs on the tourism and skill development/education industries. For tourism, interns could help promote countries and increase inbound/outbound travel. For education, interns could teach languages/skills and help develop curricula. Implementing entities include developing countries in South/Southeast Asia. Training is needed to understand these markets and industries. Experiences would develop intercultural leadership as interns address real needs. The strategies aim to boost national economies and develop human capital through meaningful internships.

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

47. 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

48. 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

49. 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