Executive Briefings

New Marketing, Retailing Strategies Have to Emerge for Success in Emerging Markets

The center of gravity for consumer-focused companies is subtly but unmistakably moving toward developing economies, such as Brazil, Russia, India, China and Indonesia. The middle class in emerging markets will make up 30 percent of the global population by 2020. These customers represent the future.

Brazil, Russia, India, China, and Indonesia make up 60 percent of the world's population and 40 percent of global GDP growth. But companies cannot treat these markets as fledgling versions of the developed economies that have been their mainstay. They must rethink how they "go to market" in these places, which frequently do not have a state-of-the-art marketing, distribution, or retailing infrastructure. Many of the tried-and-true principles of in-store execution are universal. No matter where they live or how much they earn, consumers respond when they are offered the right products, at the right price, and in the right retail environment. But achieving that alluring mix of product, price, and environment is especially challenging in developing markets. Companies that can adapt to the specific challenges of in-store execution in these markets stand to win big.

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Keywords: Retail, Business Strategy & Alignment, Supply Chain Analysis & Consulting, Global Supply Chain Management, Europe, Asia Pacific, Latin America, China, Developing Markets, Go-To-Market Strategies

Brazil, Russia, India, China, and Indonesia make up 60 percent of the world's population and 40 percent of global GDP growth. But companies cannot treat these markets as fledgling versions of the developed economies that have been their mainstay. They must rethink how they "go to market" in these places, which frequently do not have a state-of-the-art marketing, distribution, or retailing infrastructure. Many of the tried-and-true principles of in-store execution are universal. No matter where they live or how much they earn, consumers respond when they are offered the right products, at the right price, and in the right retail environment. But achieving that alluring mix of product, price, and environment is especially challenging in developing markets. Companies that can adapt to the specific challenges of in-store execution in these markets stand to win big.

Read Full Article


Keywords: Retail, Business Strategy & Alignment, Supply Chain Analysis & Consulting, Global Supply Chain Management, Europe, Asia Pacific, Latin America, China, Developing Markets, Go-To-Market Strategies