APAC Market Entry & Commercial Growth Master Plan
Competitive Tender | Market Strategy | Brand Localisation | Channel Strategy | Commercial Planning | CEO Collaboration
A comprehensive strategic response developed for Barratt Developments PLC’s second-round competitive tender in Hong Kong.
Working closely with One Global’s CEO, I co-authored a 13-chapter master plan designed to position One Global as Barratt’s exclusive strategic partner for its Hong Kong portfolio.
The proposal went beyond campaign planning. It combined market intelligence, buyer profiling, brand localisation, channel partner strategy, a 12-month integrated marketing plan, operating model design and commercial forecasting into one end-to-end market entry framework.
The objective was to demonstrate not only how Barratt could generate awareness in Hong Kong, but how the brand could establish a sustainable presence, build trust with Chinese buyers and create a repeatable route to market.
MARKET & BUYER ANALYSIS
Built purchaser profiles across five UK cities and mapped them against Hong Kong buyer motivations, including education, migration, investment yield, lifestyle and portfolio diversification.
CHANNEL PARTNER FRAMEWORK
Designed a proposed structure for establishing and managing a Hong Kong-wide network of agents and channel partners, including onboarding, governance, sales support and relationship management.
12-MONTH MARKETING PLAN
Developed an always-on marketing framework across PR, digital, exhibitions, launch events, content, lead generation and partner activation to sustain visibility beyond individual project launches.
BRAND LOCALISATION
Proposed how Barratt’s UK premium positioning could be translated for Chinese-speaking audiences while maintaining global brand consistency and strengthening local relevance.
COMMERCIAL & OPERATING MODEL
Designed a practical go-to-market model covering showroom strategy, dedicated team structure, AML and CDD considerations, operating processes and a three-year sales projection.
THE VALUE OF THE WORK
The master plan brought together strategy, marketing, brand, sales, and operations into one integrated market-entry proposition.
It showed how Barratt could move from individual project launches to a more permanent, structured Hong Kong presence, supported by localised communications, channel partnerships, dedicated resources, and an always-on customer acquisition model.
For me, this project represents one of the clearest examples of moving beyond marketing execution into commercial strategy and business planning.
