MTI Consulting

MTI launches 8S in Korea with Sri Lankan Learning's
International Marketing Consultancy firm MTI (Marketing Technologies International) launched it's 8S Strategic Marketing Model in Seoul this week. The 3-day ConsulTraining workshop was attended by 40 participants from mainland China and Korea and was conducted by the CEO of MTI, Hilmy Cader .

MTI's 8S is a comprehensive strategic business / marketing process model. It covers all aspects of the business / marketing function in a strategic and sequential manner. It also acts as a strategic audit and culminates in the formation of a practical and action oriented marketing plan documented.

It has been globally tested as a result of the of The Fortune 200 Ralston Purina Company spin-off, AgriBrands International adopting it as their global go-to-market model.

Sri Lankan learning's,

In addition to learning's from the USA , Mexico , Europe and the Middle East , MTI has used specific learning's from their Sri Lankan experience where the model has been successfully applied and continues to generate a lot of interest from the Sri Lankan corporate sector. Mr. Asanka De Silva of MTI Sri Lanka was selected to attend the sessions in Korea as team member of MTI's Key Learning's Transfer (KELT) program.

On to Barcelona,

Following from this program, MTI will be conducting a similar workshop in Barcelona , in March and in this instance too they will draw specific learning's from the Sri Lankan market.

Photograph : The Chinese / Korean team that participated in the
ConsulTraining workshop, along with Hilmy Cader , CEO of MTI and Asanka De Silva of MTI Sri Lanka
 

Time has come for the Sri Lankan companies to cash upon the booming surge in the apparel (manufacturing) industry of the Indian sub-continental market comprising of India, Pakistan and Bangladesh.

MTI Consulting has launched a campaign to encourage Sri Lankan companies to enter new international markets and further strengthen their existing international operations. With the global marketplace a wide and open playing field, those businesses that still have an over-dependence on local and familiar territory are at risk of missing expansion opportunities, hence stunting their growth potential.

Speaking at the launch of the campaign MTI’s Regional Director for Indian Sub-Continent Mr. Suraj Deen said “in a truly globalized business environment, Companies and Countries have look to outside their home territories, in particular when they have a high risk of Single Country Exposure.”

Emphasizing the theme of the campaign, Mr. Suraj Deen highlighted the salient aspects, which specifically for a country like Sri Lanka focuses on getting home the realization that the country has the good fortune to be in a region which houses a 1.5 billion strong population. Just how many of those 1.5 billion are being targeted by Sri Lankan businesses is the burning question.

Furthermore, Sri Lankan business ought to be taking greater advantage of that new economic tiger, India, which is right next door. As a matter of fact, there are a hundred flights from Colombo to India every single week – but how good are Sri Lanka’s business connections to India really? And has anyone really taken stock of the situation that Sri Lanka may potentially be the gateway to India in as much as Hong Kong is to China?

These are just some of the opportunities that MTI aims to capture for businesses in Sri Lanka through its strong presence in the Asian and Middle East Regions. MTI has developed solutions to help Sri Lankan Companies in Market Opportunity Assessment and Feasibility Analysis; Market Entry Strategy & Implementation, Channel/Alliance/Joint Venture Partner/Franchisee Identification; Outsourced Brand & Market Management; and Brand Sourcing and Supply Chain Solutions.

Among the leading regional and multi-national clients MTI has worked with, are American Express, Ahli United, Ahmed Zayani & Sons, Adidas, Al Ghurair, Aujan, Batelco, Birla, Cargill, Citibank, Daman, DuPont, Emirates, Fuji, ICI, Isthithmar, Solidarity, Standard Chartered, the Government of Pakistan, Triumph, and Vodafone to name a few.

Photo: Mr. Suraj Deen, MTI’s Regional Director for Indian Sub-Continent



 

India has seen a seachange, smashing barriers and actively seeking foreign investment; many companies still see it as a difficult market. According to Mr. Subash Bidare, Country Manager, MTI Consulting India, who will be in Colombo to help Sri Lankan Companies go across the border, understanding the potential of the Indian market, envisaging and developing a Market Entry Strategy and implementing these strategies are the three key steps in making a successful entry into India.

India's 854bn USD economy, the fifth largest in the world, is currently growing at 8% a year - a level which Goldman Sachs predicts will be sustained until 2020. At this rate it will likely overtake the UK, Italian and French economies by 2017, and by 2042 will overtake the US to become the world's second largest economy behind China. And it is not just India's GDP which is booming, the Indian stock market has risen by nearly 40% over the past year, while Indian companies are seeing annual profit growth rates of more than 30% and offering high prospects for growth in practically all areas of business.

Mr. Subash Bidare, Country Manager, MTI Consulting in India, said, "entering India's marketplace requires a well-designed plan backed by serious thought and careful research. For those who take the time and look to India as an opportunity for long-term growth and not short-term profit, the trip will be well worth the effort."

India presents a vast potential for overseas investment and is actively encouraging the entrance of foreign players into the market. No business aspiring to be a global player can ignore this country, which is expected to become one of the top three emerging economies.

Recognizing the potential of the Indian market, MTI Consulting established its Indian operation in 2005 and has helped many Asian corporates in entering the Indian market. MTI can assist Sri Lankan companies in Opportunity assessment, Market Entry strategy, and identification of Joint Venture partners, Channel partners and Franchisees in India.

MTI Consulting is an international business strategy and marketing consulting firm with offices in India, Pakistan, Bangladesh, Sri Lanka, Bahrain, Dubai, UK, Austria and Mexico. MTI has worked on over 275 client-specific assignments across 33 countries. MTI's consulting solutions include Strategic Planning, Re-Structuring, Marketing, Brand Management and Sourcing, Joint Venture and Partner Identification, Sales and Channel Management, and Service Quality.

Photo: Mr. Subash Bidare, Country Manager and Ms. Vidul Sharma, Business Analyst, MTI Consulting (India)
 

Birla, Modi, Marico, Satya Paul, Britannia

MTI's India strategy of enabling Indian Companies with their internationalizing strategy is beginning to show results, with leading Indian Conglomerates and Industry Majors seeking MTI advisory on their internationalization strategy and process.

Aditya Birla Group subsidiary MG Fashions have used MTI successfully with their Middle East Market Expansion, with one project concluded and second in progress. Marico, the Indian Personal Care Major, have just completed their 3rd assignment on international market attractive assessment and about to sign the 4th, while the Satya Paul, Modi and Britannia assignments covering different parts of Europe, Asia and Middle East, are in progress.

In the Indian Sub-Continent, MTI has its own operations in India, Pakistan, Sri Lanka and Bangladesh, in addition to the network in Middle East and South East Asia.

Photo: Mr. Subash Bidare, Country Manager MTI Consulting (India)
 

According to Goldman Sachs “India will be the third largest economy, after the US and China by 2050.” India is also one of the few markets in the world which offers high prospects for growth and earning potential in practically all areas of business. Soaring economic growth and an increasingly affluent middle class, with growing aspirations and a craving for newer consumer experiences, make India an attractive market for domestic and international players.

India accounts for 20% of the world’s consumption. India has the second largest population & also the largest consuming class in the world. This consuming class is very upbeat about the outlook for the coming year.

India is inviting FDI in all most all sectors of the economy. This is the right time for companies to invest in India. India has been rated a better investment destination on eight investment parameters than Russia, China, Malaysia, Thailand, Brazil, Australia, UK, France and Singapore in a recent survey by Federation of Indian Chambers of Commerce & Industry (FICCI) on the India Perceptions, by 135 MNCs present in India. Profitability of MNCs in the Indian markets is a major attraction for investing in the country. About 62 per cent respondents reported making profit in their Indian operations while 9 per cent are breaking even.

India has been a successful market for the national and international companies. Some of the top fortune 500 companies who are leveraging on India’s strengths for growth and expansion cross industry cross segments are:- in food and beverages (e.g. Coca-Cola, PepsiCo), consumer durables (e.g. Samsung, Philips, LG, Canon, Electrolux), automotives (e.g. General Motors, Ford, Toyota, Bosch, Visteon), computers and software services (e.g. IBM, Sun, Honeywell), pharmaceuticals (e.g. GSK, Pfizer), consumer products (e.g. Unilever), financial services (e.g. Citigroup, HSBC), insurance (e.g. Allianz, Prudential), engineering (Siemens, ABB, Alstom, Bombardier), logistics (e.g. FedEx) and petrochemicals and chemicals (e.g. BP, Shell, BASF).
 

India accounts for 20% of the world’s consumption. India has the second largest population & also the largest consuming class in the world. This consuming class is very upbeat about the outlook for the coming year. A recent AC Neilson global survey on consumer confidence puts India ahead of the pack of 42 countries covered in the research. This confidence is supported by rising disposable income, willingness to spend, predisposition towards global brands & global consumption habits influenced by media, connectivity, communication & international travel. Young adults in India are ambitious, hard working and have money to spend on their lifestyle – they are brand-conscious and internationally aware of what their counterparts in the West are wearing and buying; concludes a recent survey.

India is inviting FDI in all most all sectors of the economy. This is the right time for companies to invest in India. India has been rated a better investment destination on eight investment parameters than Russia, China, Malaysia, Thailand, Brazil, Australia, UK, France and Singapore in a recent survey by Federation of Indian Chambers of Commerce & Industry (FICCI) on the India Perceptions, by 135 MNCs present in India. Profitability of MNCs in the Indian markets is a major attraction for investing in the country. About 62 per cent respondents reported making profit in their Indian operations while 9 per cent are breaking even.

Despite a steady and growing market size, abundant availability of natural resources for manufacturing, cost attractiveness, reliable business community, high levels of intellectual manpower, engineering expertise and a reform process that has brought about impressive economic liberalization, the Indian market is largely untapped and provides a huge potential for international players to foray. At the same time, the market is evolving at a rapid pace- in terms of consumers, investment opportunities and as more and more companies are trying to grab the chunk of the Indian advantage, the competition in each sector is increasing.

We believe that the organizations who will realize the potential of the opportunity called “India” and will be able to capitalize on it, will flourish in the long run. Sooner they realize the better profits they’ll reap.
 

In Sri Lanka for the single country trade exhibition of Pakistan at the BMICH, the Pakistan Federal Minister of State and Chief Executive of the Trade Development Authority of Pakistan Hon. Tariq Ikram (former CEO of Reckitts) is upbeat on the prospects Pakistan Exports and is confident that the current strategy /organization development of TDAP (with MTI advice) will lead to a quantum leap in Pakistan Exports.

“The President’s Office is closely monitoring this strategic initiative and he has been taking a personal interest in the year long process that is being effectively managed with MTI Advice.” MTI has developed a Pakistan-specific strategic framework and several Country Marketing Models for this purpose.

Pakistan’s export for the year 2006/7 was valued at USD 16,976 Million. Textile & garments, rice, Leather, petroleum products, sports goods, wool products and surgical instruments that form the core export product categories of Pakistan contributes around 85% of the export value. According to State Bank of Pakistan its GDP Real Growth for 2006/7 is 7%, in Asian economies this has been surpassed only by China and India.

Photo: MTI CEO Hilmy Cader being awarded the export reforms consulting project by President Pervez Musharraf watched by Hon. Tariq Ikram and Hon. Humayun Akhtar Khan, Minister of Commerce
 

MTI Consulting, one of the fastest growing international business strategy consultancies, has successfully completed a market strategy assignment for Sri Lanka's largest chain of luxury hotels and resorts, Aitken Spence Hotels which has hotels in Sri Lanka and Maldives, to facilitate the entry of the group in the booming Indian hospitality industry with multiple properties in Delhi, Madurai, Kochi and Andamans.

Hotels in India have seen impressive growth over recent years - with revenue per available room increasing 30.3% pa. A strong economy (GDP growing at 8-9% p.a.) with a steadily growing traveling class (350 mn middle class consumers), supported by low cost air travel ensures a robust domestic demand. Given a shortage scenario in the Indian market today the industry is seeing all round growth from international brands as well as domestic brands across the major cities and tourist destinations. The demand is expected to grow at 18% annually for the next 5 years, even at this growth rate the shortage in supply will continue. Given this market scenario in India, the Aitken Spence Hotels Group is pursing an aggressive growth strategy in the region and had asked MTI Consulting to assist in setting up the demand generation system for its properties.

The 3 month project was completed in two phases. The phase one was comprehensive research designed for scanning the market for each property, which was further divided into industry scan, geographical scan, consumer scan, competitor scan and channel scan to provide inputs for demand generation and marketing strategy. This phase involved both primary and secondary research along with the property/ city visits, interviews of the hospitality experts, travel associations etc. The next phase was strategy development based on the research and insights arrived at during phase one. MTI Consulting has developed comprehensive marketing strategy for Aitken Spence Hotels in India, which includes Marcom, F & B, Channel etc. The project was spearheaded by MTI's Country Manager (India), Mr. Subash Bidare and Business Analyst (India), Ms. Vidul Sharma.

Aitken Spence Hotels is a subsidiary of Aitken Spence PLC (Est. 1868) which is a leading diversified blue-chip conglomerate with major interests in hotels and tourism, logistic solutions and power generation. The hotel group is well known for its expertise in hotel design, building and management and has received numerous prestigious awards for high quality cuisine, service excellence, building conservation and environmental care.

MTI Consulting is an international business strategy and marketing consulting firm with offices in India, Pakistan, Bangladesh, Sri Lanka, Bahrain, Dubai, UK, Austria and Mexico. MTI has worked on over 250 client-specific assignments across 30 countries in five continents.

Madura Garments, part of the Aditya Vikram Birla Group, is a US$ 6.5 bn conglomerate with operations in 20 countries that is a major player across the value chain in the apparel industry. It has operations ranging from wood pulp, fiber, yarn and fabric to apparels. Madura Garments is a market leader in India with a turnover of over US$ 100 mn, which is growing at a clipping rate of 20% p.a.

Madura Garments has perpetual rights for the manufacture and sale of international brands like Louis Philippe, Van Heusen, Allen Solly, Allen Solly Women's Wear, Peter England, Peter England – Elements, Byford, and SF Jeans. The company also contracts manufacturers for global brands like Marks & Spencer's, Tommy Hilfiger, Polo, and Ralph Lauren among others.

The credibility of Madura Garments is strengthened by its state-of-the-art design studio with an international team headed by the well known European designer David Platon; and its investments in R&D to retain technological leadership; and in the talent under the experienced leadership of Hemachandra Zaveri.

Madura Garment’s strategy is to consolidate and build its brands into mega brands, through various product categories, collections and retail expansion in India as well as overseas. The company has already established its brands at chain stores such as Lulu Center and K M Trading in Dubai. It also has exclusive retail stores – “Planet Fashion” at Karama Center, Dubai and Yateem Center, Bahrain. It has been exporting products since 1992 to the UAE and its brands are available in most countries in the Gulf.

Madura Garments, in line with its strategy to expand its channels and increase its brands’ footprints in the region approached MTI Consulting for this purpose. MTI Consulting started with identifying potential markets within the MESA region including Bahrain, Dubai, Saudi Arabia, Qatar, Iran, Kuwait, Syria, Egypt, among others where there existed target consumers for the brands of Madura Garments. The next step was mapping these markets for potential brand placements and tie-ups for retailing in the Gulf region.

Once identified, the potential strategic partners were met with personally by MTI’s regional consultants who presented Madura Garments’ credentials to all the identified prospects. Once the initial interest was identified, MTI initiated detailed discussions to identify the right fit option for Madura Garments between an Exclusive Brand Outlet (for brands like Louis Philippe and Van Heusen) and Planet Fashion (multi-brand outlet) based on the potential of the locations; the footfall catchment-area for the potential store; the target consumers; potential competition; and the product mix options.

Based on detailed discussions and background checks, MTI rated the best fit amongst the interested parties and Madura Garment’s requirements to create a priority list for each party in a market. MTI Consulting then facilitated the tie-up discussions with Madura Garments to finalize the strategic alliances.
 

“Now is the right time for Sri Lankan companies to enter Bangladesh”

Malka Shamrose joined MTI in 2005, after a successful career with Unlever, Nestle and BAT. Part of a prominent business family in Dhaka, she has a passion for consulting and has built a strong team and business platform for MTI in Bangladesh. Recently on a trip of the region, where she accepted the Best Country Award, she met up with Sunday Times: Financial Times for an exclusive interview on the opportunities for Sri Lankan companies in Bangladesh.

FT: Firstly, what made you shift to consulting – after such a successful track record with multi-nationals?

MTI: Consulting as a career had always intrigued me, and I had a notion that it would allow me to enrich myself owing to the exposure one gets to diverse industries.

FT: How have you found consulting to be?

MTI: My career was centered around brand marketing; and this particular career shift has indeed helped me to explore my potential in a new capacity altogether – and I must tell you that I am enjoying it thoroughly.

FT: What are main consulting solutions offered by MTI Bangladesh? Does it vary from other parts of the world?

MTI: After one year of operations we have learnt that the market need is to concentrate on strategic planning, marketing and restructuring solutions - pretty similar to anywhere else in the world where there exists a competitive and free market.

FT: Is Bangladesh ready for consulting?

MTI: To be very honest, at the beginning I was quite skeptical about the prospect of consulting in Bangladesh. Even moreso when it came down to establishing awareness on the need for consulting. To my utter surprise I was proved to be wrong, and greatly encouraged to see the potential that the Bangladesh market offers.

FT: Now coming to Sri Lanka, is there opportunity for Sri Lankan companies to enter Bangladesh?

MTI: You see, the main reason foreign investors have been attracted to Bangladesh is because of its competitive labor costs- which have been one of the lowest in South Asia. The country also is experiencing modest but steady economic growth at a rate of 6.5% and the fact that it is heavily populated, with disposable income growing (especially among the middle class), has drawn global investors seeking large markets.

An important fact to consider is the strategic location of Bangladesh - serving as a bridge between South and East Asian high-growth regions as well as links with other markets like India, Pakistan, Malaysia and Singapore. Besides, the infrastructure in Bangladesh has developed considerably for supporting large-scale investments.

The Government of Bangladesh has been very supportive toward foreign investors through a number of policy reforms designed to create a more open and competitive climate for private investment, both foreign and local. A permanent Law Reform Commission has already been set up to ensure greater transparency and predictability in the way rules and regulations are made and implemented.

The Government has also provided an array of incentives to attract foreign investors. Tax holidays, tax-exemption and duty-free imports of capital machinery and spare parts for 100% export-oriented industries. Capital, profit and dividend repatriation are also being offered. These are exciting times filled with opportunity.

FT: Why should Sri Lankan companies, for instance consider Bangladesh Vs. India?

MTI: In India the opportunity is larger, however due to the head start India had on the economic liberalization, the market-entry threshold is much higher. By contrast, Bangladesh is emerging, and they also have a positive perception of Sri Lanka - offering a comparative advantage to Sri Lanka.

FT: Where are the emerging opportunities in Bangladesh that Sri Lankan companies should be targeting?

MTI: The greater concentration of labor-intensive foreign direct investments in Bangladesh is occurring notably in textiles, light engineering, agro processing and leather. Furthermore, a growing middle class in a country with a population of 140 million offers enormous opportunity for consumer goods.

FT: What is the perception of Sri Lanka, as a country, as a business partner and as a brand in Bangladesh?

MTI: Sri Lanka is perceived to be light years ahead in terms of professionalism in the corporate world, and please also note that Sri Lanka as a country enjoys a positive image in Bangladesh.

FT: What advice would you offer Sri Lankan companies contemplating entry in Bangladesh? Any pitfalls they ought to be aware of?

MTI: Bureaucracy and legal bottlenecks do exist, as with anywhere in the region. There are cases of non-implementation of the government policies that have been regarded as major obstacles. However, as I mentioned before, the Bangladesh Government is taking serious measures to improve the situation to facilitate an ideal environment to foreign investors to conduct their businesses profitably and efficiently.

FT: How is the political situation in Bangladesh affecting business and how are you coping with it?

MTI: The political situation has its ups and down in Bangladesh - no exception from that of the region. Within the region we have started living with this without letting it hinder our progress. A good example is the GDP growth of the nation, which has reached the highest peak at 6.5% and is expected to grow further, which if you think about it may have been even higher with a more stable political condition.

FT: On a personal note, what are the challenges for a professional woman like you working in consulting and in a male-dominated environment?

MTI: Truthfully, based on my experience I have never faced differential behavior even when I joined Unilever Bangladesh as the lone professional woman 13 years back. More and more today, people are judged by their capabilities and competencies and not by their gender. This is a phenomenon occurring world over, and Bangladesh I am proud to say as professional and a woman, is no exception.