Southeast Asia has a rapidly developing online ecosystem. Engaging customers directly via digital channels offers a wide-reaching and cost-effective way for multinational companies (MNCs) to improve commercial outcomes. Despite sharing several broader regional trends, each of the ASEAN-5 markets – Malaysia, Thailand, Indonesia, Philippines, and Vietnam – needs to be evaluated on its own merit.
Frontier Strategy Group’s flagship Management Excellence report on Prioritizing Digital Markets in ASEAN is Part One of a two-part report on digital customer engagement in the region. It offers a three-step process for multinational companies to prioritize their digital markets and evaluate internal digital capability gaps in Southeast Asia, building a solid foundation to design localized digital strategies for the region. Overall, the report includes:
- Country-level snapshots of the ASEAN-5’s digital landscapes
- A three-step process for prioritizing digital markets and strategies
- Sample digital market prioritization results for B2B and B2C companies
- A tool that allows executives to create customized digital readiness rankings
- A digital customer engagement capability diagnostic to help identify internal strategy gaps
“Despite sharing several regional trends in terms of digital development, each of the ASEAN-5 markets needs to be evaluated on its own merit,” said Danyi Yang, research practice leader for the APAC region, based in Frontier Strategy Group’s Singapore office, and author of this report. “Regional business leaders who use a structured process to evaluate decisions about digitalization strategy are more successful than opportunistic companies.”
Part Two, which will provide advice on designing localized digital strategies, will be published in April.
This report, and many others like it, is available in the Frontier Strategy Group Online store. Click here for sample pages to help you evaluate whether the report is right for you.