BRANCH and SHOWROOM LAUNCH

BRANCH & RETAIL SHOWROOM LAUNCH

Many Western brands already selling to Asian markets for years decide to set up brand showrooms and/or sales offices in key locations, typically large cities and wealth spots. This phase usually follows after being already well integrated in the target consumer market with domestic partners (importers, distributors). With setting up own local facilities in Asia the brand / manufacturer aims to get closer to local consumers and enhance brand image / awareness in the market place.

MARKET EXPANSION ASIA screen the target market and analyse all opportunities & risks associated for the manufacturer to operate own showrooms / offices here. Then, we manage all tasks related to the set up locally and organise every detail until launch on client's behalf. Asian distribution systems and retail structures (of consumer products) still differ much to Western market characteristics. Therefore, a market-specific approach has to be found and installed. Project Term: usually 6-18 months, depending on type of products, industry, and retail environment.

project methodology

# 1. Identification of opportunities and risks: "feasibility study"
To begin, we define goals of setting up the brand showroom or sales branch, and analyse the target market environment. Most important is to understand what market drivers are in place and to what extend the manufacturer will benefit by setting up and running its own local facilities. We submit a full and in-depth investigation report to the client which enables the company to make basic decisions, and plan for future steps in the respective market place.

# 2. Development of launch plans and task definitions
Once the client has decided to pursue we are developing a launch plan and road map together in order to define main tasks, expected results, and scheduling of task execution. This stage is very import as it must be in line with country-specific customs, i.e. recruiting seasons, retail space negotiation periods, and various other important rules to watch out for when launching a branch or showroom. We also give legal advice to fully comply with domestic regulations and avoid running into difficulties or delays during the whole set up procedure.

# 3. Management of all set up tasks prior launch
After having developed detailed launch management plans and legal confirmation we execute all tasks accordingly. Following tasks may be included: 1) marketing strategy & branding concept 2) staff recruiting including top management and labour contract negotiations 3) scouting of suitable office/retail locations 4) lease negotiations with landlords, real-estate agents 5) company registration including all documentation and legal advisory 6) development of domestic websites, brochures, catalogues. Please note there may be additional tasks involved in the procedure not listed above. The whole project usually takes 6-18 months depending on target location, brand/products, and individual project settings.

# 4. Launch and transition to local team
Usually there is a launch event held at the newly set up location as kick-off for operations. Most of our showroom/branch projects include G&S ASIA training the newly hired team until they are able to manage operations without any external support.

Related CLIENT PROJECT REFERENCE

Mr M. Gill, Head of Global Retail
POGGENPOHL, German premium kitchen brand:

"Working with MEA has been an absolute pleasure ... acting as our ground unit they have been able to adapt and deliver a number of challenging requests over 18 months, managing the set-up and launch of the Poggenpohl subsidiary and showroom in Japan. I would not hesitate using their services again in the future."

... many more references upon request. Contact - MARKET EXPANSION ASIA