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EMERGING MARKETS

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Paper towels were in large packages which caused problems for consumers to store ... BEM's share these characteristics: Physically large. Significant Populations ... – PowerPoint PPT presentation

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Title: EMERGING MARKETS


1
EMERGING MARKETS
  • Chapter 9

2
Global Perspective
  • Companies establish presence in Emerging
    Markets worldwide
  • Wal-Mart
  • Superstores are successful in China
  • Proctor Gamble
  • Tide offered in bulk amounts in China was not a
    success
  • Humidity issues
  • Paper towels and diapers were not successful
  • Paper towels were in large packages which caused
    problems for consumers to store in smaller
    apartments
  • Diapers were too expensive and seen as a luxury

3
Marketing Economic Development
  • Economic level of a country
  • Most important environmental element for foreign
    marketers to consider and adapt
  • Stages of Economic Development
  • Walt Rostows 5 stage model
  • 1. The Traditional Society (economically
    underdeveloped)
  • 2. The Preconditions for take-off
    (underdeveloped)
  • 3. The Take-off (underdeveloped)
  • 4. The Drive to Maturity
  • 5. The Age of High Mass Consumption

4
Marketing Economic Development
  • Stages of Economic Development
  • The United Nations 3 stage model (based on level
    of industrialization)
  • 1. MDCs (more developed countries)
  • 2. LDCs (less developed countries)
  • 3. LLDcs (least-developed countries)
  • Exhibit 9.1 pg. 246 Economic and Social data

5
Marketing Economic Development
  • Stages of Economic Development
  • NICS
  • 1. Some countries do not fit the UN model exactly
    (not an MDC or LDC). These countries are
    commonly referred to Newly Industrialized
    Countries (NICs)
  • 2. What factors contribute to the economic
    growth of NICs?

6
Economic growth
  • Factors influencing economic growth
  • 1. Information technology, internet
  • Crossing Borders 9.1 pg. 251 The Benefits of
    Information Technology in Village Life
  • 2. Investment in the Infrastructure
  • Communication, transportation systems, energy
    sources
  • Exhibit 9.2 pg. 252
  • Crossing Borders 9.2 pg. 253 Infrastructure
    India
  • 3. Marketing Contributions
  • Countries that are more marketing driven vs.
    production driven are better poised for
    economic development and foreign investments

7
Marketing in a Developing Country
  • What things to consider when marketing in
    developing countries
  • 1. Level of Market Development
  • Parallels Stages of Economic Development
  • See Exhibit 9.3 pg. 255
  • 2. Level of Demand
  • Economic Dualism - Consider differences in
    demand between modern sectors and traditional
    sectors within a countrys economy

8
Developing Countries and Emerging Markets
  • Consider the BEMs (Big Emerging Markets)
  • BEMs share these characteristics
  • Physically large
  • Significant Populations
  • Represent considerable markets with wide range of
    products
  • Strong rates of growth
  • Undertaken significant economic reform programs
  • Major political importance within their region
  • Considered to be regional economic drivers
  • By their growth, will create further expansion in
    neighboring markets
  • (Exhibit 9.5 pg. 259 the BEMs)

9
Understanding Opportunity and Challenges
  • Every country or group of countries has its
    opportunities and challenges
  • 1. The Americas (ex. 9.6 pg. 261)
  • North America, Latin America
  • 2. Eastern Europe and the Baltic States
  • Exhibit 9.7 pg. 262
  • Exhibit 9.8 pg. 263 Eastern European Markets

10
Understanding Opportunity and Challenges (cont)
  • 3. Asia
  • Pacific rim, China, Hong Kong, Taiwan, India
  • Exhibits 9.9 and 9.10
  • Newest Emerging markets
  • Vietnam
  • Growth due to in part the NTR status with U.S.
  • South Africa
  • Growth due to ending of apartheid

11
Strategic Implications for Marketing
  • Consider opportunities to market products and
    services in emerging markets
  • As countries develop, incomes increases,
    populations shift, expectations for a better
    life adjust to higher standards
  • See ex. 9.11 and 9.12 pgs. 272 273)
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