东南亚商业领袖报告（英文版）_20页_942kb

Southeast Asia Business Leaders Report: 2019 Executive Agenda Summary

Core Content

This report by Euromonitor International provides insights into the strategic priorities and challenges faced by senior leaders in Southeast Asia during 2019. Based on a survey of over 100 C-level executives, owners, founders, directors, and senior managers across various sectors and countries in the region, the report highlights key themes such as high growth expectations, digital transformation, skills shortages, B2B channel penetration, and strategy execution.

Main Views and Key Information

1. High Growth Expectations and Confidence Level

• Growth Expectations: Southeast Asia is expected to maintain a real GDP growth of around 5.1% in 2019, with countries like Cambodia, Laos, and Myanmar leading the growth momentum.
• Sectoral Growth Targets: Business leaders across the region anticipate an average growth of 6–10% for their sectors, with 30% expecting growth between 11–40%.
• Confidence in Growth: 87.2% of respondents are confident their companies will meet growth targets in 2019.
• Growth Drivers:
  • Product and service innovations
  • Increasing penetration in current channels
  • Exporting to new geographies within Southeast Asia
  • Exploring digital and B2B channels

2. Digital Transformation

• Digital Transformation Importance: Over 66% of respondents from both the private and public sectors consider digital transformation a top priority for growth.
• Digital Transformation Definition: It involves implementing a digital strategy to align people, data, and processes to future-proof the business, not just digital disruption.
• Key Levers for Transformation:
  • Utilizing social platforms, mobile, and multi-screen access to reach consumers
  • Leveraging cloud, big data, and AI analytics for deeper consumer insights
  • Upskilling and reskilling the workforce
  • Forming strategic partnerships and M&A activities
• Challenges:
  • Lack of digital literacy
  • Inadequate data access and integration across channels
  • Companies are behind in utilizing social media and big data

3. Skills Shortages and Workforce Values

• Skills Shortage Challenge: 74.2% of respondents identified skills shortages as a top challenge for 2019.
• Top Skills in Demand:
  • Language and soft skills (leadership, resilience)
  • Technology knowledge
• Workforce Trends:
  • Younger generations (Millennials and Gen Z) are less tied to long-term employment and seek personal fulfillment through work
  • There is a growing intolerance for challenges and resistance to promotions
• Talent Gap: The region lags behind in higher education attainment, with only 9.5% of the population aged 15+ having higher education in 2018, compared to 13.7% in Latin America and 35.8% in North America
• Recommendations:
  • Develop strong induction and development programs
  • Adjust expectations for employee turnover
  • Align career path designs with current workforce values

4. B2B Channel Penetration

• B2B Growth Potential: Over 66% of surveyed leaders expect moderate to considerable growth from B2B channels.
• Opportunities:
  • FMCG companies can benefit from B2B channels in foodservice, hospitality, and retail
  • Examples include the growth of chained foodservice in Vietnam (CAGR 14.4%) and hotel numbers in Myanmar (CAGR 9.8%)
• Challenges:
  • Fragmented B2B channels
  • Lack of secondary and scan data
  • Complexity in understanding the voice of the customer and route-to-market strategies
• Recommendations:
  • Identify areas of strength to support B2B penetration
  • Determine specific B2B channels of interest
  • Build a roadmap using internal and external intelligence

5. Strategy Execution — How to Win?

• Execution Priority: 45% of respondents identified execution as their top priority for 2019.
• Execution Challenges:
  • Poor tactical blueprint
  • Weak execution
• Recommendations:
  • Develop clear and actionable strategies
  • Refine go-to-market approaches
  • Ensure alignment with market growth sentiment
  • Re-assess and adjust strategies to guarantee successful execution

Conclusion

The Southeast Asia Business Leaders Report 2019 underscores the region's potential for growth, driven by digital transformation, B2B channel expansion, and the evolving workforce. However, it also highlights the need for strategic execution and addressing skills shortages to fully capitalize on these opportunities.

About the Authors

• Geana Barbosa: General Manager at Euromonitor International, with extensive experience in market research and leadership across Latin America and Southeast Asia.
• Yvonne Kok: Head of Research at Euromonitor International, specializing in market sizing, data trends, and competitor intelligence, with a focus on technology and consumer behavior.

This report serves as a valuable guide for senior leaders in Southeast Asia to navigate the complexities of 2019 and beyond.