Module 13: Small and Medium  Enterprises in ASEAN

Table of Contents

Resources

Standards of English for SME Owners

 

STANDARD 1: UNDERSTANDING AND INTERPRETING SPOKEN AND      

                         WRITTEN LANGUAGE ON A WORK TOPIC

1.1 Use listening skills at an intermediate level

Benchmark Indicators:

  1. Understand verbal details of social exchanges, e.g. greetings, leave- taking, introductions
  2. Identify expressions used to attract attention; request assistance; appeal for repetition and clarification; express appreciation, complaints, hopes, disappointment, satisfaction, dissatisfaction, approval and disapproval.
  3. Understand customers' questions, requests, opinions, suggestions, advice, compliments, complaints and refusals
  4. Understand messages left on the phone and voice-mail
  5. Identify specific factual details and inferred meaning in dialogues
  6. Gain information from presentations instructional videos, and seminars
  7. Identify attitudes, emotions, and intentions of customers
  8. Understand different accents

1.2 Using reading skills at an intermediate level

Benchmark Indicators:

  1. Get key information from notes, e-mail messages, faxes concerning goods
  2. Get key information from short business brochures, notices and flyers, newspaper articles, newsletters to keep up with industry trends
  3. Follow written instructions and directions
  4. Gain information from manuals, promotional materials and industry publications to get ideas from marketing as well as services or to determine business opportunities
  5. Gain information from warranties and guarantees to evaluate products and services as well as provide customer services
  6. Understand bidding documents to prepare competitive bids
  7. Understand contracts for goods and services, e.g. equipment leasing
  8. Understand business plans and statistical reports
  9. Gain information from summaries and conclusions in sales reports
  10. Understand legal documents relating to business management, e.g. insurance, taxation
  11. Get key information from labels, schedules, tables, current charts

STANDARD 2: USING SPOKEN AND WRITTEN ENGLISH TO PARTICIPATE IN WORK INTERACTION

2.1 Using spoken English at an advanced level

2.2 Using written English at an intermediate level

Benchmark Indicators:

  1. Use and respond to basic courtesy formulas e.g. greetings, leave-taking, introductions
  2. Ask and respond to customers’ questions, requests, opinions, suggestions and advice
  3. Give customers directions, instructions, suggestions, advice, confirmations, apologies, warnings and compliments
  4. Explain/ describe new lines of products and designs
  5. Give information about contracts for goods and services
  6. Give information for writing business plans, promotional materials, e.g. brochures, flyers
  7. Give opening and closing speeches and express thanks
  8. Participate in seminars, small group discussions and meetings
  9. Negotiate with customers appropriately
  10. Initiate and carry on small talk and use humor appropriately
  11. Handle basic phone situations and standard replies
  12. Speak with considerable fluency and accuracy with emphasis on clear pronunciation patterns
  13. Adjust language for clarity and accuracy

Benchmark Indicators:

  1. Fill out forms on work-related matters
  2. Write short social messages , e.g. invitations, thank you cards
  3. Write contracts for goods and services with customers
  4. Write promotional materials, e.g., brochures, flyers
  5. Write business plans
  6. Write business and e-mail messages related to work
  7. Write speeches

 

STANDARD 3: USING AN APPROPRIATE LANGUAGE VARIETY AND REGISTER ACCORDING TO AUDIENCE,
PURPOSE, SETTING, AND CULTURE

Advanced Benchmark Indicators:

  1. Use appropriate language register to interact with customers
  2.  Respond appropriately to compliments, refusals, negative value judgments, criticism and complaints from customers
  3. Use polite language to interact with customers, especially when persuading, expressing value judgments, emotions and negotiating
  4.  Use idiomatic expressions appropriately

 

STANDARD 4: UNDERSTANDING AND USING NONVERBAL COMMUNICATION   APPROPRIATE TO AUDIENCE, PURPOSE, SETTING, AND CULTURE

Advanced Benchmark Indicators:

  1. Understand body language norms among various cultures
  2.  Identify nonverbal cues that cause misunderstanding or indicate communication problems
  3.  Identify attitudes, emotions of tourists from their nonverbal communication
  4.  Understand and use gestures, facial and body language appropriate to customers’ cultures, e.g. appropriate space to maintain while standing/sitting near customers, level of eye contact
  5. Use intonation, pitch and volume/ tone of voice and nonverbal behavior appropriately
Source: Standard of English for occupations: English Language Development center (ELDC) Commission on Higher Education, Ministry of Education

 

Timeline of Important Milestones in ASEAN Economic Integration

Date Milestone Description

1967

Bangkok Declaration

ASEAN founded by Indonesia, Malaysia, Philippines, Singapore, and Thailand.

1977

Agreement on ASEAN preferential trading arrangements

One of the earliest ASEAN agreements to carry some legal
obligation. Members agreed to apply preferential tariff rates based on a margin of preference over MFN rates on basic commodities, products of ASEAN industrial projects, and others of interest.

1984

Brunei joins ASEAN

 

1987

Enhanced preferential trading
arrangements

Improved the preferential trading arrangements by, e.g., reducing exclusion lists, further reducing tariffs, and relaxing ASEAN content requirements in the rules of origin. 

1993

AFTA implemented

Members agreed to establish the ASEAN Free Trade Area (AFTA) and a Common Effective Preferential Tariff (CEPT) scheme, where 99 per cent of product categories will have intra-ASEAN tariff rates reduced to 0–5 per cent.
1995 Vietnam joins ASEAN  

1995

ASEAN Framework Agreement on
Services (AFAS)

Based closely on the General Agreement on Trade in Services (GATS). Aims to eliminate restrictions on trade in services, enhance intra-ASEAN services cooperation, and liberalize services trade based on the GATS-plus principle. Mandates successive negotiations to progressively liberalize services trade.

1996

ASEAN Industrial Cooperation
Scheme (AICO)

Promotes joint manufacturing industrial activities between
ASEAN-based companies. AICO products enjoy preferential tariff rates of 0–5 per cent.
1997 Burma and Laos join ASEAN

1997

ASEAN Vision 2020

Laid out a vision of ASEAN in 2020, including closer economic integration and a commitment to create “a stable, prosperous and highly competitive ASEAN Economic Region in which there is a free flow of goods, services and investments, a freer flow of capital, equitable economic development and reduced poverty and socio-economic disparities.”

1998

Framework Agreement on the ASEAN Investment Area (AIA)

Aims to ensure a free flow of investment (in manufacturing,
fisheries, forestry, mining, agriculture, and services) by 2020.
Reservations made by members are scheduled to be eliminated in 2015 for ASEAN investors and 2020 for non-ASEAN investors. The ASEAN-6 countries (original ASEAN members and Brunei) agreed to accelerate this process by eliminating reservations in manufacturing for ASEAN investors by 2003 and for all investors by 2010.

1998

Hanoi Plan of Action

First of a series of action plans to help implement the ASEAN Vision 2020. It lays out steps to promote economic integration over the period 1999–2004.
1999 Cambodia joins ASEAN  

2000

Initiative on ASEAN Integration (IAI)

Goal is to address the development gap between member states through soft infrastructure projects (such as training, technical studies, and capacity building) and physical transport and communication infrastructure projects, and to mobilize funding from international financial institutions and developed countries for support. About 258 projects have been completed to date.

2003

Declaration of ASEAN Concord II:
ASEAN Community by 2020 (9th ASEAN Summit or Bali Concord II)

Agreed to establish an ASEAN Community by 2020 that consists
of three pillars or communities based on political and security
cooperation, economic cooperation, and socio-cultural
cooperation. The ASEAN Economic Community (AEC) is the end goal of the economic integration process described in the ASEAN Vision. Eleven priority sectors are identified for accelerated integration.        

2004

ASEAN Framework Agreement for the Integration of Priority
Sectors

Includes roadmaps for each priority sector that identify measures to be implemented and timelines for their implementation.

2007

ASEAN Community by 2015

Leaders at the 12th ASEAN Summit agreed to accelerate the
establishment of an ASEAN Community; the target date is now 2015

 

ASEAN Economic Community Blueprint

Leaders at the 13th ASEAN Summit adopted the ASEAN
Economic Blueprint, which provides the framework for achieving the AEC by 2015.

2008

ASEAN Charter implemented

Establishes the legal and institutional framework for ASEAN.

2009

ASEAN Comprehensive
Investment Agreement (ACIA) signed

ACIA adds to investor protections under the AIA in several ways: includes comprehensive investment liberalization and protection provisions, including prohibition of performance requirements; includes an investor-state dispute settlement process; and extends benefits to foreign-owned, ASEAN-based investors. The ACIA framework is a “negative list” framework; each member state also compiles a list of reservations, or exclusions to the agreement.

 

Roadmap for the ASEAN Community, 2009–2015

Consists of the Economic Community Blueprint (approved in
2007), the Political-Security Community Blueprint, the Socio-Cultural Community Blueprint, and the Second IAl Work Plan. Replaces the Vientiane Action Program.

2010

ASEAN Trade in Goods Agreement (ATIGA) enters into
force

ATIGA builds on existing initiatives related to trade in goods (e.g., CEPT-AFTA, nontariff measures, customs, ASEAN single window, mutual recognition agreements, e-ASEAN, integration of priority sectors, etc.). Goal is to achieve the free flow of goods to establish a single market and production base, making it possible to realize the AEC by 2015.

 

Ports and Airports in ASEAN Community

Country
 Name of Port
 Name of Airport

Brunei

Muara Port

Brunei International Airport (Bandar Seri Begawan)

Cambodia

Phnom Penh Port 

 Sihanoukville Port

Angkor International Airport (Siem Reap)
Phnom Penh International Airport

Indonesia

Cirebon port
Tanjung Priok port
Ciwandan port
Sunda Kelapa port
Tanjung Perak port
Tanjung Emas port
Tanjung Intan port
Kalianget port
Ulèë Lheuë port
Belawan port
Palembang port
Teluk Bayur port
Jambi port
Bengkulu port
Panjang port
Pangkal Balam port
Tanjung Pandan port

Sungai Pakning port
Krueng Geukueh port
Kijang (city) port
Banjarmasin port
Pontianak port
Balikpapan port
Sampit port
Samarinda port
Makassar port
Malili port
Pare Pare port
Bitung port
Benoa port
Lembar port
Waingapu port
Kupang port
Sorong port

Soekarno-Hatta International Airport (Jakata)
Juanda International Airport
Sultan Hasanuddin International Airport
Ngurah Rai International Airport
Samarinda International Airport
Kuala Namu International Airport
Husein Sastranegara International Airport

Malaysia

Klang port
Tanjung Pelepas port

 Penang Port

Kuala Lumpur International Airport(KUL)
Penang International Airport(PEN)

Philippines

 

Subic port
Manila port
Iloilo port
Cebu port
Davao port

  

Clark International Airport
Ninoy Aquino International Airport
Godofredo P. Ramos Airport
Iloilo International Airport
Mactan-Cebu International Airport
Francisco Bangoy International Airport
Zamboanga International Airport

Singapore

Singapore port

Singapore Changi Airport(SIN)

Thailand

 Laem Chabang port Bangkok port
Chieng Saen port 		Chiang Kong port
Ranong port port

Suvarnabhumi Airport (BKK)
Don Mueang International Airport (DMK)
Chiang Mai International Airport (CNX)

Vietnam

Ho Chi Minh City port
Haiphong port

 Da Nang port
Vũng Tàu port

Noi Bai International Airport(HAN)
Tan Son Nhat International Airport(SGN)
Da Nang International Airport (DAD)

Myanmar

Yangoon port
Sittwe port
Kyaukphyu port
Thandwe port
Thandwe port

 Pathein port
Mawlamyine port
Dawei port
Myeik port
Kawthaung port

Naypyidaw International Airport (NYT)
Yangon International Airport (RGN)
Mandalay International Aiport (MDL)

Laos

-

Wattay Intertional Airport (VTE)
Luang Prabang Intenational Airport (LPQ)
(Source: http://www.worldportsource.com/ports/BRN.php retrieved 19/4/2014)
 

Ports in South East Asia

Department of International Trade Promotion
(Source: http://portarea.com/en/port/choose-port-location/ports-in-brunei-darussalam.html retrieved 23/4/14)
(Source: http://www.ditp.go.th/main.php?filename=intro retrieved 1/3/2014)

Ex-Im Bank Thailand

Office of Small and Medium Enterprises Promotion
(Source: http://www.exim.go.th/en/home/index.aspx retrieved 19/4/2014)
(Source: http://eng.sme.go.th/Pages/home.aspx retrieved 19/4/2014)
SME Bank

(Source: http://www.smebank.co.th/en/index.php retrieved 17/4/2014)

 

Financial Services Sub-sectors Identified for Liberalization by 2015

Financial Service Sub-sectors Member countries

Insurance

Direct life insurance

Indonesia, The Philippines

 

Direct non-life insurance

Brunei, Cambodia, Indonesia, Malaysia, Philippines, Singapore, and Vietnam

 

Reinsurance intermediation

Brunei, Cambodia, Indonesia, Malaysia, The Philippines, Singapore, and Vietnam

 

Insurance intermediation

Cambodia, Malaysia, Indonesia, The Philippines, Singapore and Vietnam

 

Services auxiliary to insurance

Brunei, Cambodia, Indonesia, Malaysia, The Philippines, Singapore and Vietnam

Banking

Acceptance of deposits and other repayable funds from public

Cambodia, Laos, and Vietnam

 

Lending

Cambodia, Laos, and Vietnam

 

Financial leasing

Cambodia, Laos, and Vietnam

 

Payment and money transmission

Cambodia, Laos, and Vietnam

 

Guarantee and commitments

Cambodia, Laos, Myanmar and Vietnam

Capital market

Trading for own account or account of customer

Brunei, Indonesia, Malaysia, The Philippines, Singapore, and Thailand

 

Securities

Indonesia and  The Philippines

 

Asset management

Indonesia, The Philippines, Singapore and Thailand

 

Settlement and clearing services for financial assets

Indonesia, The Philippines, Singapore and Thailand

Other

Provision and transfer of financial Information, financial data processing and related software by suppliers of other services

 The Philippines and Myanmar

 

Advisory, intermediation and other financial services

The Philippines, Singapore, Thailand and Vietnam