How to create a centre of excellence that can export services globally and how to adapt the strategy to crisis time?

1© 2012 KPMG Advisory Ltd., a Hungarian limited liablilty company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved.

How to create a centre of excellence that can export services globally and how to adapt the strategy to crisis time?

Hungarian Management Consulting Assoc.

9 May 2012

2© 2012 KPMG Advisory Ltd., a Hungarian limited liablilty company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved.

Starting from Travel, Leisure and Tourism

■ KPMG provides Travel, Leisure & Tourism (TLT) advisory services in Hungary, CEE and further afield

■ KPMG’s Budapest based TLT (today positioned as RELT) practice was established in 1999 to advise developers, operators and governmental bodies on their tourism, hospitality-related projects.

Market and financial feasibility studies

Economic impact studies

Project conceptualization Valuation and transaction services

Tourism planning and tourism research

Business plans

■ In 2003, a market niche was identified and we launched the Golf Advisory service line – the first and yet only of all Big-4 globally.

3© 2012 KPMG Advisory Ltd., a Hungarian limited liablilty company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved.

The three pillars of KPMG’s Golf Advisory Practice success

2004 2006

2010

4© 2012 KPMG Advisory Ltd., a Hungarian limited liablilty company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved.

The Golf Business Forum

www.golfbusinessforum.com

Provides unique networking and business development opportunities

By its 8th year, it is regarded as the most important annual golf business-to-business event in EMA

Brings together the entire spectrum of the golf industry

Attracts more than 250 participants from over 40 nationalities annually

Hosted in a different location each year: Budapest, Prague, Cyprus, Ireland, Wales, Turkey, Dubai and Tuscany next Sept

Attended by some of the most acknowledged golf celebrities

Receives outstanding media recognition

Moderated by CNN’s sports anchor Don Riddell in 2010 and 2011

5© 2012 KPMG Advisory Ltd., a Hungarian limited liablilty company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved.

The Golf Benchmark Survey

■ Introduced by KPMG’s Golf Advisory Practice in 2006 the Golf Benchmark is a set of market intelligence studies, designed to collect and share comparable golf industry benchmarks about golf course operation, golf and real estate development, golf tourism, the economic impact of golf and other golf-business related topics.

■ We have surveyed thousands of golf courses in over 64 countries, across 4 continents.

■ Over 2,000 course operators worldwide have provided detailed operational data to support our research activities.

■ We have published close to 50 reports in 6 years (available for download on golfbusinesscommunity.com).

‘”KPMG’s Golf Benchmark Survey is the industry’s best source of unbiased easy to read data collected. The information is extremely helpful to those wishing to understand more about an emerging market of for owners wishing to understand how their projects stacks up against others. The GBS will assist the golf industry in moving forward.” Mr. David Spencer, Dubai World

www.golfbenchmark.com

6© 2012 KPMG Advisory Ltd., a Hungarian limited liablilty company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved.

Since its launch in March 2010, the Golf Business Community website has become one of the premium knowledge sources for the golf industry, reaching over 100,000 visitors and 8,000 new members.

KPMG’s weekly news alerts attract site members to visit golfbusinesscommunity.com on a regular basis.

Golf Business Community – Facts & Figures

NEW

7© 2012 KPMG Advisory Ltd., a Hungarian limited liablilty company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved.

Summary: 10-years of Golf Advisory Practice

2004 2006 2010

Launch of Thought Leadership Plan

Launch of GBF

Internationalisation of Advisory Practice Launch of

News Portal

KPI’s■ Secured position as the leading advisors for the golf

industry in EMA region■ 200+ golf related projects■ Major clients: European Tour, Dubai World, Dubai

Golf, EMAAR, Qatari Diar■ Cross border work in collaboration with

more than 20 KPMG offices■ Database of 35k golf industry contacts ■ Almost 50 Thought Leadership studies in 6 years■ A.S ranked # 31 Most Powerful Person in Golf in ‘10

20052003

Building on the success of ourGolf Advisory Practice

Roadmap to becoming a leading Sports Advisory Practice in EMA

10© 2012 KPMG Advisory Ltd., a Hungarian limited liablilty company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved.

Business development activities focused on football – a two-pillar approach

Targeted Business Development

1) Continued production of THOUGHT LEADERSHIP

Blueprint forSuccessful StadiaDevelopmentFrom stadium planning to operation

2) High visibility at the right INDUSTRY EVENTS

11© 2012 KPMG Advisory Ltd., a Hungarian limited liablilty company and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved.

Key learning lessons

■ Find the niche, or a specialist area (become an expert)

■ Create your own, unique knowledge base

■ Develop a global mind set

■ Publish thought leadership research

■ Build a network

■ Provide your clients, targets with information via

– newsletters, direct mail, news shots to clients, own web page (website, FB page) etc.

– business events, seminars, conferences (involve champions of the sector/industry)

– press releases and media events

■ Benefit from the special value of our brand attributes as applicable

■ Be passionate