Market Development Strategy for China & Korea

Market Development Strategy for China & Korea 394 273 ASPIRO

Narrative description of the supervised Project:

ESET is one of the global leaders in the antivirus software market. The Bratislava-based company, has its offices in Prague, Czech Rep.; San Diego, USA; Buenos Aires, Argentina; it is represented in more than 180 countries in the world. ESET has been one of the fastest growing technology companies in the EMEA region according to Deloitte Technology Fast 500. The company has set up its HQ for Asia-Pacific region in Singapore in 2010.

Asia-Pacific holds major growth potential for IT and security software companies. The considerable variations among the countries in the region and specifics of local markets require diverging adaptive strategies and locally embedded teams to execute them.

ESET has resolved to further boost its growing sales in Asia-Pacific region and appointed new COO to the regional management position. Based on past cooperation and initial market assessments, Aspiro and ESET have opted for looking more closely at the strategic options available in China and South Korea, in addition to other initiatives geared toward enhancing regional presence.

Aspiro was requested by ESET to prepare hands-on strategy and action plan for China and South Korea, using its local network and strategy advisors with international experience.

Description of actual services provided by the staff within the assignment:

Using its know-how of Asia-Pacific IT markets, Aspiro defined initial market development hypotheses and the data that would be collected and analyses. Through a network of local partners, Aspiro organized a market survey among local IT professionals, distributors, resellers, and end users – over 500 respondents participated. The data, combined with targeted interviews with security software specialists in Chinese and Korean market, gave a uniquely complex view on the local market specifics, including detailed segmentation by sectors, distribution channels, forms of payment and marketing channels.

In second stage, Aspiro developed a set of specific actions and measures that should be taken, assessing their revenue potential, brand impact, and risk. This was structured into a comprehensive strategy anchored in primary research data. After the validation with both Aspiro’s local experts and ESET management, the market development strategy was submitted for implementation.

Client testimonial:

“Aspiro will think with you and for you and in the end you will get what you actually needed not just what was formally asked for. And you will enjoy the process … I considered the co-operation with Aspiro team exceptional!“

Eva Marková, Chief Operations Officer APAC Region,

ESET Asia Pte Ltd.

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