Aerospace Executive Service (AES) Program
Seoul International Air Show 2005
October 18 - 23, 2005

MISSION STATEMENT

Mission Description: The Commerce Department's International Trade Administration (ITA) Aerospace & Defense Technologies Team and the U.S. Commercial Service (USCS) post in Seoul will organize an Aerospace Executive Service (AES) matchmaking mission for the Seoul International Air Show 2005.

The AES matchmaking mission will include representatives from a variety of U.S. aerospace and defense industry manufacturers and service providers. These mission participants will be introduced to international agents, distributors, and end-users whose capabilities and services are targeted to each U.S. participants' needs in their particular market.

Commercial Setting: The Seoul International Air Show is one of the world's premier aerospace and defense technology events. A biennial air show in Korea, it is the only event of its kind offering individuals with business interests in the region key opportunities to play a major role in one of the world's fastest growing aerospace and defense markets in Korea. In 2003, 184 exhibitors and more than 11,000 qualified executives from 20 countries participated in the show underlining the event's importance and its position as an emerging market leader. In 2005, it is expected that 300 exhibitors from 30 countries will participate in the show. Attendees and visitors to the Seoul Air Show include government officials, senior company managers, and high-level executives involved in the aerospace and defense markets in Korea and the rest of the region.

Korea is an economic leader in East Asia. Korea's purchases of U.S. products and services totaled $26.3 billion in 2004 alone, making it the seventh largest U.S. export market with sales exceeding markets like France, Taiwan, the Netherlands and Australia. With a close working relationship between the government and private aerospace and defense companies, the AES service at this major aerospace and defense show will assist American companies in making important contacts with the industry's key players in this region.

Mission Goals: The goal of the Aerospace Executive Service at the Seoul International Air Show is to facilitate an effective presence for small and medium sized companies without their incurring the major expenses associated with purchasing and staffing exhibition space.

The AES Program enables U.S. aerospace and defense companies to familiarize themselves with this important trade fair, to conduct market research while attending the show, and to explore export opportunities through pre-arranged meetings with potential partners. The Aerospace Executive Service also allows U.S. companies to have a presence at the show in the form of an AES Information Booth, providing them with an enhanced image and level of engagement in which to interact with the Show's visitors. They are supported by knowledgeable ITA and Commercial Service staff who are focused on furthering their company-specific objectives.

Mission Scenario: ITA Trade Specialists will promote the Seoul AES in collaboration with CS Korea, Office of Aerospace, ITA Aerospace & Defense Technologies Team, and in cooperation with Global Trade Programs. This promotion will take place nationwide and will largely be handled by the ITA Aerospace & Defense Technologies Team. Companies interested in the AES will apply to the program, and once accepted (see 'Criteria for Participant Selection') will work with the AES coordinator to develop their business goals at the Seoul International Air Show.

U.S. Export Assistance Center trade specialists and particularly members of the Aerospace & Defense Technologies Team will recruit and counsel prospective participants for the Seoul International Air Show AES. Company information and literature will be forwarded by the companies to CS Korea in advance whereupon CS Korea will begin the partner search, management, and logistical coordination of the program.

Company literature and promotional material will either be shipped to CS Seoul or brought by the participant for display in the U.S. Pavilion.

Effective communication between the AES coordinator and all U.S. participants will be essential to the success of the AES program. Email and periodic conference calls will be used to guarantee that this is accomplished. CS staff will be available for information and assistance throughout the duration of the AES at the Seoul Air Show.

As the show is specific to Korea and not a regional show at this time, CS Korea will seek assistance from CS Singapore, CS Tokyo, CS Taipei and CS Hong Kong to advertise the show to potential American company regional participants residing in the respective countries.

Prior to the end of the AES program, CS staff will advise and counsel participants on appropriate follow-up procedures.

In summary, participation in the AES Program includes:

• Pre-show Counseling by Team, Office of Aerospace and USEAC staff
  
• Pre-show Outreach and Press Release by CS Korea
  
• Pre-show Briefing by CS Korea staff
  
• Two days of pre-scheduled meetings with potential partners, distributors, and/or end-users
  
• Individual company promotions (includes space for catalogs and marketing by CS Korea)
  
• One show entry pass per company representative
  
• One invitation to the show organizer's Welcome Reception per participant
  
• Access to Official U.S. Pavilion amenities, including business center, lounge and shared office suite when not in use for one-on-one Seoul International Air Show appointments
  
• Shared 18sqm booth to use for meetings and to display company literature
  
• Copy of the official Seoul International Air Show Exhibitor's Directory
  
• On-site AES program coordinator assistance to AES companies.
  

Mission Timetable: ITA Aerospace & Defense Technologies Team members will arrive in Seoul prior to the show. The proposed programs is below:

• Sunday, October 16 - AES Participants Arrive
  
• Monday, October 17 - Pre-show Briefing and Show Organizer's Welcome Reception
  
• Tuesday, October 18 - Show Opens (AES meetings - pm only)
  
• Wednesday, October 19 - Business Day (AES meetings - full day)
  
• Thursday, October 20 - Business Day (AES meetings - am only)
  
• Friday, October 21 - Business Day
  
• October 22-23 - Public Days
  

AES participants are welcome to attend the remainder of the Seoul Air Show on their own, from October 21, including the two public days (October 22-23). The show ends on Sunday, October 23rd. Transportation to and from the show site will be provided from October 17-20.

Recruitment for the mission is to begin immediately and conclude no later than August 1, 2005. Applications received after that date will be considered only if space and scheduling constraints permit.

Criteria for Participant Selection: Target recruitment for the AES Program is 12 companies. Each applicant to the program will be screened for the following:

• Relevance of the company's business line to the mission's goals
  
• Acceptability of product area/sector for exhibition in the Seoul International Air Show
  according to the trade fair rules, which can be found at http://www.seoulairshow.com/
  
• Timeliness of company's signed application and participation agreement including fee of
  $2,700 for the AES.
  
• Timely and adequate provision of company and product/service information and literature,
  in order to enable communication of company's objectives and scheduling of business
  appointments.
  
• Provision of adequate information on company's products and/or services, and company's
  primary market objectives, in order to facilitate appropriate matching with potential business partners.

Mission recruitment will be conducted in an open and public manner, including posting on the Commerce Department trade missions calendar - www.ita.doc.gov/doctm/tmcal.html - and other Internet websites, publication in domestic trade publications and association newsletters, mailings from internal mailing lists, winfaxes to internal database aerospace clients, email to aerospace distribution lists, through posting in the Federal Register, and at industry meetings, symposia, conferences, trade shows, etc. The AES Program will also be promoted by USCS and by ITA Aerospace & Defense Technologies Team members in U.S. Export Assistance Centers.

A company's products or services must be either produced in the United States or, if not, marketed under the name of a U.S. firm and have at least 51% U.S. content of the value of the finished product/service.

Any partisan political activities (including political contributions) of an applicant are entirely irrelevant to the selection process.

Contact Information

ITA Aerospace & Defense Technology Team:

Richard Swanson
U.S. Export Assistance Center -USCS
3300 Irvine Ave., Suite 305
Newport Beach, CA 92660
Tel: (949) 660-1688 X153
Fax: (949) 660-1338
Email: Richard.Swanson@mail.doc.gov

Paul Gaspari
U.S. Export Assistance Center - USCS
601 Walnut Street, The Curtis Center
Suite 580 West
Philadelphia, Pennsylvania
Tel: (215) 597-6104
Email: Paul.Gaspari@mail.doc.gov

US Commercial Service in Seoul:

Helen Peterson
American Embassy, U.S. Commercial Service
32, Sejong-ro, Chongro-ku
Seoul, South Korea 110-710
Tel. 011-(82) 2-397-4537
Fax 011- (82) 2-739-1628
Email: Helen.Peterson@mail.doc.gov

Yong Tak Lee, Sr. Commercial Specialist
Email: yong.tak.lee@mail.doc.gov

Myoung Soo Lah, Commercial Specialist
Email: myoung.soo.lah@mail.doc.gov