Q&A with Shiraz Engineer, Associate Director Strategy and Capability, Asialink Business

16 November: Shiraz Engineer, Associate Director Strategy and Capability at Asialink Business shares his insights on the need for Australian businesses to develop Asia capability to position your organisation for success in Asia.

Winning in Asia: Creating long-term value involved analysis of more than 300,000 data points and 250 consultations. What are some of the key learnings Winning in Asia identified for Australian businesses?

I had the privilege of project managing Winning in Asia: Creating long-term value, which is a critical new piece of thought leadership developed in partnership between Asialink Business, the Commonwealth Bank of Australia (CBA), the Australian Institute of Company Directors (AICD), Chartered Accountants Australia and New Zealand (CA ANZ) and The Sid and Fiona Myer Family Foundation. This report was developed with leading authorities and experts who understand what it takes to conduct business in Asia, including the Boston Consulting Group, Ellerston Capital and Cooper Investors.

This report presents new insights. Several knowledge partners and stakeholders were consulted during this two-year project, with more than 300,000 fresh data points analysed. 22 case studies of leading businesses engaged in Asia were developed as part of this project.

I was in the enviable position to undertake and be involved in all the interviews. Key reflections based on my discussions included:

  • Employee and customer relationships need to be stronger than ever.
  • We need to start focusing on people and relationships and stop focusing on the transactional elements of doing business in Asia. What you focus on, grows.
  • Continue to embrace digital and be agile, which is all about being prepared to bring forward and implement some of the longer-term strategies.
  • Engaging with Asia is no longer optional, but essential for Australia's long-term sustainability.
  • Patience really is a virtue, and build this in as part of your organisation's DNA. It seems to be a foundational value of successful business people and successful organisations with a presence in Asia.
  • The advantages of globalisation outweigh some of the disadvantages that we have experienced during this pandemic and we need to consider the long-term goals (10 to 20 years into the future).

What are we seeing as emerging trends and expectations from our clients who engage in capability development services?

The focus on e-Commerce will be, and is, big. An intense focus this year has been on export-readiness programs, using e-Commerce as a channel to market. At Asialink Business, we tailor our capability development sessions to the relevant sector.  For example, we have worked closely with our founding partners, the Department of Industry, Science, Energy and Resources (DISER) through their Entrepreneurs' Programme. I am responsible for facilitating the e-Commerce sessions which concentrates on the agribusiness sector. We have delivered sessions online to companies in New South Wales, Victoria (both regional and metro), Tasmania, Western Australia and the Northern Territory, with more sessions planned for delivery in late 2020 and 2021.

The sessions build knowledge and capability on e-Commerce across multiple markets in Asia. We educate businesses on what it means to engage in e-Commerce and how to avoid the traps. My top four insights for companies looking to explore e-Commerce as a channel are:

  • do your research on what is the right model for you (marketplace, website or distributor) and be focused on a single market at a time as it can be resource and time-intensive;
  • don't underestimate the complexity that is involved as it is much more than just about putting up images of your product on a store or website; and
  • nuance your marketing and promotion strategy for your customer, know their tastes and preferences and cater to it.

Building knowledge and Asia-capabilities are essential for successful outcomes in Asia as is understanding how e-Commerce can be a part of your overall strategy.

Can you share with our readers an overview of the e-Commerce program which Asialink Business developed in partnership with DISER?

Asialink Business designed a program to provide an outline on the e-Commerce landscape that existed in Asia. We presented an overview of different e-Commerce models to establish an online presence, discussed the multiple costs involved (which is more than just setting up a website or hosting products with an online marketplace) and using an e-Commerce channel. We also highlighted the popular marketplaces within specific markets/countries in Asia. 

Considerations around specific logistics and supply chain models involved in getting the products into specific markets and considerations were also provided. We used examples of how to tailor products and approaches to marketing, including key cultural considerations when targeting Asian consumers and how it would be critical for success in building a strong brand and social media presence.

The sessions also covered the consideration of risks of using e-Commerce, including the use and misuse of intellectual property (I.P.) and evolving regulations. The final element of the program covered what support mechanisms may need to be addressed to implement an e-Commerce strategy.

"Asialink presented engaging content that provided both strategic and tactical information to the audience. Shiraz Engineer and Jack Lu were very knowledgeable in the content, which was very well received by participants through positive feedback in the post-event survey. Due to COVID-19 restrictions, Asialink was willing and able to adapt the delivery from a single face-to-face workshop to two online modules. This revised format was still engaging for participants and ensured the learning objectives of the workshop were still achieved." – Kelly Roberts, Senior Programme and Events Officer, Entrepreneurs' Programme, Learning Events, the Department of Industry, Science, Energy and Resources