Marketing in Emerging Markets
Discuss challenges faced by firms in marketing consumer products in emerging markets and their strategic responses to these challenges.
Things such as
Customer Characteristics and Business Imperatives
Organizational Issues
Challenges/Opportunities in Emerging Markets (Used Heinz already)
Market Entry Strategies
The 4 A’s of Organization Strategy
Applicability: Product, Consumption, Pattern
Availability: Distribution
Affordability: Pricing and Packaging
Affinity: Branding
You should be able to find plenty of articles online that provide examples of issues that arise in marketing products in emerging markets. Here are a couple of examples.
The first one – https://www.reuters.com/article/us-china-healthcare-elderly-tech-insight/smart-home-tech-makes-inroads-into-chinas-emerging-elderly-care-market-idUSKCN1UY2VS (Links to an external site.) – is an excellent example of what some authors have described as frugal innovation.
I found the second one – https://www.reuters.com/article/us-africa-autos-focus/carmakers-lure-ride-hailer-delivery-drivers-in-africa-idUSKCN1NE0GU (Links to an external site.) – particularly interesting, because it describes in detail some innovative strategies employed by car marketers for selling cars in certain African markets.
