Ronald AnicetoJune 12, 2012

General Perspective

A look at merchandise retailing from a consumers' perspective, considering user-friendly qualities in touch with today's department store shopping, easy access shopping-cart, and a variation of payment system that caters to a wider market beyond the credit card population.

The Markets

• The Philippine market by in itself can equal if not outdo the rest of Southeast Asian markets combined (Indonesia, Malaysia, Thailand, Singapore) considering its large population and deep markets of internet penetration for a certain market segment with large disposable income, progressive culture. Even Indonesia with the largest population, has yet to develop into the digital age. Malaysia, a country with the largest GDP of all southeast Asian nations, and better disposable incomes, do not have enough numbers to fulfill a significant business.

Foreign “Brands” & Franchises

• The current management of most foreign franchise online marketing are formulated based on territories with different consumer cultures, and usage of mass marketing depending largely on online marketing. The Asian markets (most specially Southeast Asia) currently do not constitute similar consumer behaviour vs. its western counterparts.

The Media Business

• Ad agency will have tendencies to hold back use of online marketing as it will eventually affect their traditional business (Although a few of the larger agencies are developing their digital sense that will favour them in the long-run). An applied Integrated Communications Marketing designed and formulated by in-house marketing would be ideal.

In a digital sense...

• Being “born” into a digital business has a large disparity with one that is slowly “sliding” into it.

The Domestic Market

• Only 3.0% of the total Philippine population owns a credit card. The most feasible markets are the higher income groups, of a certain age group (part of the credit card population, controls 80% of household spending).