Professional Documents
Culture Documents
Economic Integration
Economic
Union
Common
Market
Customs
Union
Free
Trade
Preferential
Trade
Arrangements
Supplier
Presence
Mode 3:
Commerci
al
presence
Mode 4:
Presence
of a
natural
person
Service
supplier
present
within the
territory of
the
Member
GATT
1947
23 countries
To revive economies from recession before
world war II.
Objectives: To raise standard of living, full
employment, develop full use of resources
of the world, expand production and
international trade.
Several rounds of negotiations held during
1947 to 1960.
Uruguay Round
1.
2.
3.
.
Cont.
Results of Uruguay round
strengthen the world economy and
lead to more trade, investment,
employment and income growth
throughout the world.
The World Trade Organization (WTO)
was established on January 1, 1995
to implement the final act of Uruguay
round agreement of GATT.
Membership 153(2011)
WTO
Permanent institution
Established to serve
its own purpose.
Cont
Rules are applicable
to trade in
merchandise goods
Rules applicable to
trade in merchandise,
services and
intellectual property.
Agreements
multilateral
Originally
multilateral, but
plurilateral
agreements added
Dispute settlement
Dispute settlement
system not faster and system fast and
automatic
automatic.
WTO GENESIS
WTO Came into existence on 1995 with the
conclusion of Uruguay Round Multilateral Trade
Negotiations at Marrakesh on 15th April 1994.
One of the youngest of the international
organizations, the WTO is the successor to the
General Agreement on Tariffs and Trade (GATT)
established in the wake of the Second World
War.
The WTOs overriding objective is to help trade
flow smoothly, freely, fairly and predictably.
Contd.
Structure
The WTO has nearly 153 members, accounting for over 97% of world
trade. Around 30 others are negotiating membership.
Decisions are made by the entire membership. This is typically by
consensus.
The WTOs top level decision-making body is the Ministerial
Conference which meets at least once every two years.
Below this is the General Council (normally ambassadors and heads
of delegation in Geneva, but sometimes officials sent from members
capitals) which meets several times a year in the Geneva
headquarters. The General Council also meets as the Trade Policy
Review Body and the Dispute Settlement Body.
At the next level, the Goods Council, Services Council and
Intellectual Property (TRIPS) Council report to the General
Council.
WTO
Basic purpose is to promote international trade
without any discrimination.
Designed to play the role of a watchdog in the
spheres of trade in goods, services, foreign
investment, intellectual property rights etc.
Member countries should give equal treatment to
the products imported from any other member
countries.
A member country should treat the foreign
products once they enter their country exactly
equal to those of similar domestic products.
Since 1995, WTO has become the engine as well
as the vehicle to promote globalization in all
spheres of economic life.
Functions of WTO
1.
2.
3.
4.
Cont
WTO related issues
Dispute settlement mechanism of
WTO
WTO and Anti-dumping measures
WTO-The Third Pillar in Global
Business
Functions of WTO
Contents
Why ASEAN?
ASEAN Community 2015
ASEAN Regional Marketing
26
Why ASEAN?
ASEAN Community 2015
ASEAN Regional Marketing
27
28
Globalization
Regionalization
Localization
Source:
Wikipedia.com
30
Regionalization of Asia
31
32
The formation resembled flying geese, headed by Japan, while the rest of the group
followed. Countries toward the front tend to transfer older industries to countries at
the back.
Note:
Flying Geese is a concept developed by Kaname Akamasu that best describes the economic structure of Asia before the
crisis.
33
Asian Crisis
But the crisis put an end of flying geese.
Source:
BBC
34
SAARC
Squadron
China
Squadron
Korea
Squadron
Japan
Squadron
ASEAN
35
India
Weaknesses
Weaknesses
Strengths
Strengths
37
38
Opportunity
Threat
Individual countries in
ASEAN are nothing
compared to Chindia
ASEAN
Integrati
on
* ASEAN is the first to seat ASEAN countries together with China, India,
Japan, South Korea, Australia, and New Zealand, as well as Russia (as an
observer) in one table during the first East Asia Summit.
39
(Observ
er)
40
High
Bargaining
Power
Neutral
Position
ASEAN is not
considered a threat to
China, India, Japan,
South Korea, Australia,
and New Zealand
Attractive
Single
Regional
Market
Huge market
High
consumption
Less
competitive
Competitive
Regional
Production
Base
Smooth flow of
goods, services,
and people
under FTA
Abundance of
natural
41
Why ASEAN?
ASEAN Community 2015
ASEAN Regional Marketing
42
ASEAN
Economic
Community
(AEC)
ASEAN SocioCultural
Community
(ASCC)
43
Rigorous Focus on
High-Impact
Sectors
Workable
Institutions
Continued Support
by ASEAN Leaders
More Effective
Public-Private
Collaboration
45
MNCs are not only seeking large consumer markets but also
regional sites where they can establish efficient production
networks
46
47
Benefits to Local
Companies
More export
opportunities to ASEAN
market
ASEAN-wide expansion
opportunity for
corporate growth
strategy
Technology and
financial support
opportunities from
MNCs
ASEAN-wide pool of
talent
A Balanced Approach
48
Why ASEAN?
ASEAN Community 2015
ASEAN Regional Marketing
49
50
What is Marketing?
Differentiation
Core Tactic
Being Strategy
d
an
Br
y
tit
en
Id
Brand
BRAND
Value Indicator
Br
an
dI
ma
ge
Positioning
Brand
Integrity
51
(market-share)
STRATEGY
Explore
Positioning
TACTIC
Engage
Differentia
tion
'BEING'
STRATEGY
'CORE' TACTIC
7
8
9
Process
VALUE
'ENABLER'
Execute
VALUE
(heart-share)
V
52
ASEAN
LOCALS
LOCALS
53
Local Champions
54
Local Champio
Malaysias largest
and most
innovative and
issuer of niche
cards
Brand
Integrity
Differentiation
Selection of cards
suited to niche
segments
Early adoption of
new card
technologies
d
an
Br
Brand
y
tit
en
Id
BRAND
BRAND
MBF Cards
Br
an
dI
ma
ge
Positioning
55
Local Champio
Brand
Integrity
Differentia
tion
Varieties of
Philippines original
bakery products and
cuisine
Understanding of
Pinoy values and
sentiments
d
an
Br
y
tit
en
Id
Bran
d
BRAND
BRAND
Goldilocks
Br
an
dI
ma
ge
Positioni
ng
56
Local Champio
The convenient
gift and souvenir
options of handmade premium
cakes, kueh, and
cookies
Brand
Integrity
d
an
Br
Brand
Differentiation
High quality handmade products with
attractive and
exclusive packaging
Convenience for
order, delivery, and
collection
Gift voucher
packages
y
tit
en
Id
BRAND
BRAND
Bengawan Solo
Br
an
dI
ma
ge
Positioning
57
S
Translate the regional positioning to local context
58
Differentia
tion
In sachets, not in
d
an
Br
en
Id
Bran
d
BRAND
BRAND
tit
y
Extra Joss
ge
bottles
Generation Biang
(core generation)
Large retail
distribution networks
Im
a
The affordable
core essence of
energy drink for
core generation
Brand
Integrity
Br
an
d
Positioni
ng
59
Positioni
ng
Brand
Integrity
Differentia
tion Western
Extensive
tit
y
Black Canyon
ge
Im
a
en
Id
BRAND
BRAND
Br
an
d
d
an
Br
Brand
60
AirAsia of Malaysia
Locals Going Regional
Positioni
ng
ASEAN no-frills
and fun low-cost
carrier
Brand
Integrity
Differentiat
ion
Low-cost structure
tit
y
AirAsia
ge
Im
a
en
Id
BRAND
BRAND
Br
an
d
d
an
Br
Brand
61
62
Global
Office
(Conceptor)
Global
Office
(Composer)
Regional
Office
(Supervisor)
Regional
Office
(Conductor)
Local
Office
(Operator)
Local
Office
(Improviser)
Global
Value
Coordinated
Regional
Strategy
Customized
Local
Tactic
63
Yamaha Motor
Consistent
Global Value
Coordinated
Regional
Strategy
Customized
Local Tactic
Toyota Kijang
Consistent
Global Value
Coordinated
Regional
Strategy
Customized
Local Tactic
65
Conclusions
ASEAN is a regional bloc of 550 million
customers with rich resources.
ASEAN is sure to get attention from MNCs
and investors both as a source of products
and a market for products.
ASEAN will bring benefits to the companies
in all 10 ASEAN countries because it will
lower their costs and provide larger
opportunities .
66