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Navigating Marketing in Emerging Markets

Explore the economic development stages, growth factors, and strategic implications for marketing in emerging markets. Learn about the impact of political stability, entrepreneurship, and information technology on market strategies.

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Navigating Marketing in Emerging Markets

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  1. Emerging Markets Chapter 9

  2. Marketing & Economic Development • Economic Level of Country • Economic development • Rostow’s Stages • Traditional Society • Preconditions for Take-off • Take-off • Drive to Maturity • Age of High Mass Consumption

  3. Marketing & Economic Development • United Nations • More-Developed Countries • Less-Developed Countries • Least-Developed Countries • Newly Industrialized Countries Source: http://erikkrantz.wordpress.com/

  4. Factors for Growth • Political stability • Economic & legal reforms • Entrepreneurship • Planning • Outward orientation

  5. Factors for Growth • Factors of Production • Industries Targeted for Growth • Incentives for Saving • Privatization of State-owned Enterprises • Large, Accessible Markets with Low Tariffs

  6. Marketing & Economic Development • Information Technology • Objectives of Industrialization • Infrastructure and Development • Marketing & NIC Growth

  7. Marketing in a Developing Country • Must tailor strategy • Demand • Economic Dualism • India

  8. Developing Countries & Emerging Markets • 75% of economic growth in next 20 years • Big Emerging Markets • Importation of goods

  9. Countries & Emerging Markets Source:http://0.tqn.com/d/goeasteurope/1/0/Z/L/-/-/EasternEuropeMap.jpg • The Americas • Population= 1.5 x US • Population= EU + 100 million • Dictatorships  Democracy • Brazil’s issues • Eastern Europe & Baltic States • Marxist-Socialist  Capitalist • First movers succeeded Source: www.usfunds.com

  10. Countries & Emerging Markets • Asian-Pacific Rim • “Four Tigers” • ASEAN • China • Fastest growing GNP in the world • WTO & legal issues • Six regions Source: asean.or.jp Source: http://libraryeuroparl.files.wordpress.com/2013/02/fig-1.png

  11. Countries & Emerging Markets • Hong Kong • British control  Chinese control • Rule of law, predictable taxes, free capital movement, transparent regulations • Taiwan • Problems with China • Interdependence

  12. Countries & Emerging Markets • India • Recently entered world market • Lowering of restrictions • Current problems • Vietnam • Trade agreement with US • South Africa • Advantages • Disadvantages Source: www.rediff.com

  13. Strategic Implications for Marketing • Effects of increasing incomes • Income levels and characteristics

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