Targeting the Asian market has become a goal of companies who see the potential for growth in China, whose entry into the World Trade Organization and heavy foreign investment have made it a major player on the world scene. Also of interest are markets in Japan, Korea, and other markets along the Pacific Rim.

For retailers, tourist organizations and heavy industries, the challenge of the Asian niche market is often one of culture and language. What works in the U.S. doesn’t necessarily work when doing business abroad. When selecting an Asian market to enter, analyze your needs and consider the following angles:

1. Obtain services of a marketing agency for the Asian niche market

2. Delve into consumer and industry surveys for the Pacific Rim

3. Tap the neglected Asian-American market

Action Steps
The best contacts and resources to help you get it done

Use a marketing agency to aid with Asian market targeting

Some places in the Pacific Rim, such as Singapore and Hong Kong, are open and easy for Western business to enter. Others, such as China and Japan, are more difficult because of cultural and regulatory differences. Marketing agencies experienced in doing business with various Asian market segments can smooth your path and save costly mistakes.

I recommend: Artisan Business Group helps smaller business wishing to do business in the People’s Republic of China through advice on entering the market and government regulations. PacRim Marketing Group aids businesses enter Hawaii and the Pacific Rim through Asian targeted advertising in major publications in Japan, Korea and China.

Prepare yourself to reach niche markets in Asia

You wouldn't go into a business meeting with a U.S. company unprepared. While consultants will help you, it's best to do research and keep up-to-date on business news overseas that may affect your investment there. In the Asian market, segmentation of your business marketing plan may be necessary to adapt to different countries.

I recommend: An article in Business-in-Asia.com provides a self-interview you can conduct with yourself, including questions such as whether you will need to adapt your product. Asian Market Research News is for professionals who wish to do business in Asia and includes industry and consumer surveys.

Do Asian niche marketing in the U.S.

Asian-American households have a median income 30% higher than U.S. households as a whole, making them a very desirable market. These households also have the fastest population growth rate of any racial group in the U.S. For the Asian market, selection of the proper agency can create a winning combination for you.

I recommend: K & L Advertising is a major marketing and consulting agency that focuses on the Asian-American market. GreenBook offers suggestions on firms that research Asian niche market targeting.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  With regard to Asian-Americans, research shows definite spending from the Asian niche market in the areas of consumer packaged goods, computers and related technology, travel and luxury goods. American companies have lacked Asian targeted advertising in these areas. Target the market, and you can gain a foothold as a name brand.