When I reflect on doing business in Asia for over 20 years, I believe that POWER can be construed as the 5th P of Marketing when exporting into Asian markets.

My definition of POWER is where a business entering Asian markets actively leverage off the influence and standing of its Asian partners or distributors.

This influence is generally due to the Asian partner’s strong relationship with key customers and stakeholders in the market. It could also be that your partner already has exclusive ownership of a complimentary key brand, product or service in the market segment you are targeting.

My tip is to take your time selecting this partner or distributor to ensure they have POWER within the market you are planning to export to. The right selection will help you gain market share quicker and better pricing.