Business Abroad
marketplace – don’t assume an existing model will work.
While Steps is just beginning its journey in Asia,
Birmingham-based
Delcam has firmly established its presence across the region, now doing business in 17 markets. It also has a raft of Queen’s Awards under its belt, including in 2011 the Queen’s Award of Enterprise in International Trade to prove its success.
As one of the world’s leading suppliers of CADCAM solutions, Asia is crucial to its business as this is where most the global manufacturing powerhouses are based, reflected in the fact that nearly a quarter (23%) of its total business in 2011 was driven out of Asia.
Getting such a strong foothold in Asia has required flexibility; finding the right business model for each market, and most importantly, an associate or partner who is passionate about the product and who has the right connections.
In Japan, China, India, Thailand,
Malaysia, Indonesia, Singapore and Vietnam Delcam has wholly-
Getting such a strong foothold in Asia
requires finding the
right business model for each market and a partner who is
passionate about the product and who has the right connections.
owned subsidiaries in place. While in countries such as Korea, Taiwan and Hong Kong it has gone down the joint venture route and in the Philippines it relies on resellers. Because of the size of the markets, subsidiaries in Japan, China and India also use resellers to support their own activities and it has become vital for the industry.
Peter Dickin, marketing manager for Delcam encourages UK businesses to realise the importance of face-to- face meetings in developing personal relationships across Asia. Pivotal to its success has also been establishing its brand and maintaining relationships through exhibitions across
Asia.
Recently at a show in South Korea, it had over 2000 visitors on its stand in just five days.
For any business thinking of Asia, Peter has some good news. “There’s definitely a positive attitude towards British companies right now throughout Asia and plenty of opportunities for any companies offering advanced technology and brand leading products or services.
With Asian markets forecast to invest hundreds of billions of pounds in their infrastructure over the next decade, UKTI is currently also working with companies to help them capitalise on potential new business in these areas. Earlier this year, UKTI published its report, ‘Smart Cities of the Future in Asia’, which highlights over 100
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