Establishing an effective promotion, communication and business development program for SDC (Savannakhet Development Consultants) in Savannakhet Province, Lao PDR | |
| Author | Murray, William |
| Call Number | AIT Thesis no.AQ-06-32 |
| Subject(s) | Markeing--Laos--Savannakhet Business consultants--Laos--Savannakhet |
| Note | A thesis submitted in partial fulfillment of the requirements for the Degree of Master of Science in Aquaculture and Aquatic Resources Management, School of Environment Resources and Development |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. AQ-06-32 |
| Abstract | This thesis tested the applicability and acceptability of western-style promotional activities within the political, economic and cultural environment of Lao PDR. The low pay of Lao provincial government staff means many work outside jobs or leave the government for NGOs or private enterprises paying exponentially more than government. This "brain-drain" of talented personnel hampers service delivery by provincial governments and runs counter to the need for government capacity building. In an effort to boost staff salaries for its highly qualified experts, and in response to encouragement from the central government, the Provincial Agriculture and Forestry Office of Savannakhet province created a consulting arm called Savannakhet Development Consultants (SDC). With support from SIDA and building on a previous AIT project, a western-style marketing program was developed and implemented for SDC. The approach was "horizontal" rather than top-down or bottom-up, with bi-directional interaction and exchange of information between stakeholders and the development practitioner. The methodologies to assess SDC's needs included formal and informal key informant interviews and a questionnaire. The author found that informal interview techniques outside of work hours were much more effective for gathering critical information than formal interviews. The assessment indicated that SDC staff and leaders wanted a sophisticated, western-style marketing program that was customer appropriate for the primary target audience of international NGOs, multilateral and bilaterals working in Lao PDR. To develop this marketing program, an informational website was created (www.sdc-laos.com), an internal and external consultant roster developed, a brochure outlining SDC capacities created, consultant biographies compiled, a prospects list developed, and SDC was introduced by email and in person to a number of potential clients. Separate market analyses found that some NGOs support SDC and were likely to use their services while other NGOs prefer to avoid the government to the extent possible. The market analyses also found that most private enterprises would not use SDC services because they had their own stable of expat experts. The early results of the thesis activities have been positive, with SDC securing two sizeable contracts from international NGOs in the fust few months. Yet the early successes may be the only ones unless additional external support is provided. The lead government marketing person, who was requested at the start, appeared only three days before the end of the fieldwork. There was little chance to mentor the person in marketing and promotional techniques. Two to three months of additional support by a marketing expert is the minimum needed to build the market for SDC capacities among potential clients and begin the long process of establishing the client relationships needed to make SDC sustainable. Equally important for sustainability is the need to strengthen SDC's sense of organizational identity. A series of highly focused workshops are recommended to help SDC learn to function as a team. Finally, this was not a mundane or esoteric thesis. It was a dynamic, on-the-ground application of proven communication and promotional practices- some of which worked and some of which did not. This thesis work has the potential to improve the situation for the Savannakhet Government and some of its employees. It shows that western-style promotional activities can work in Lao PDR, but they need to be appropriate for the local context. |
| Year | 2006 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. AQ-06-32 |
| Type | Thesis |
| School | School of Environment, Resources, and Development (SERD) |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Aquaculture and Aquatic Resources Management (AQ) |
| Chairperson(s) | Yakupityage, Amaratne; |
| Examination Committee(s) | Dimmit, Nicholas ;Gallardo, Wenresti ; |
| Scholarship Donor(s) | Government of Sweden (SIDA) |
| Degree | Thesis (M.Sc.) - Asian Institute of Technology, 2006 |