Question: We’re marketing major students. We’ve been assigned a course project to answer the question: “Where and how can a Philippine commercial bank advise its corporate clients to do business in the Asean Economic Community (AEC)?” We’ve been gathering information and reports from several sources.
We got permission from our marketing professor to write to you about our assignment. When we visited the Asia Society website, we learned that you gave a talk last year related to our assignment. We will be most grateful if you can share with us the script of your talk and also let us know your latest analysis about our question.
Answer: I like the way your marketing professor defined the specific question for your project to answer. It’s from the perspective of a commercial bank. Your own information search must have shown you that among the top 20 listed Asean companies by revenues, four of them are banks. So commercial banks are asked your question by their corporate clients.
This is how I would make your question more specific: “In what product and service categories and in what market segments of an Asean country should your commercial bank advise its corporate clients to source revenue productivity and grow their business?”
BUSINESS
BUSINESS
BUSINESS
An appropriately designed market research is one good way to get actionable answers to the question. Specifically, it’s the nationwide Social Weather Stations (SWS) consumer coping behavior survey series that I’ve designed and directed. It’s been in use nationwide for five years now. It’s frequent enough to depict trends.
The survey data are about how consumers budget 144 product and service categories as recurring expenditure items.
