c عنوان انگلیسی مقاله:

Growing the pie in emerging markets: Marketing strategies for increasing the ratio of non-users to users

ترجمه عنوان مقاله: استراتژی بازاریابی برای افزایش نسبت غیر کاربران به کاربران: رشد نوپای بازارهای نوظهور

رشته: مدیریت بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Emerging markets are the growth engines of the world but they differ significantly from developed countries. Multinationals tend to flounder in these countries due to the challenges posed by five key emerging market characteristics: market heterogeneity, sociopolitical governance, unbranded competition, chronic shortage of resources and inadequate infrastructure. Reducing the negative impact of these emerging market characteristics can increase the ratio of first-time users to nonusers thereby resulting in large scale market expansion. To this end, we propose eight marketing strategies rooted in the 4 A’s framework: Affordability through democratizing and upscaling the offer, Accessibility through managing and reinventing reach, Acceptability through cultural and functional fusion, and Awareness through building brand identity and engaging stakeholders. Achieving these customercentric outcomes can help companies overcome the challenges and realize the true potential of emerging markets.

Keywords: Emerging markets, Market expansion, Affordability, Acceptability, Awareness, Accessibility

مقدمه مقاله

Emerging Markets (EMs) have become the growth engines of the world. Driven by demographics, economic liberalization, an expanding middle class, and better capitalization of resources, these markets now represent 36% of the global GDP. They are expected to offer a USD 30 trillion market potential by 2025, of which China and India may generate as much as USD 10 trillion in annual revenue by 2020 itself. Leading multinationals (MNCs) have been entering EMs in increasing numbers because their home markets for existing goods and services are saturated. However, MNCs still earn just 17% of their total revenues from EMs (Atsmon, Child, Dobbs, & Narasimhan, 2012; Silverstein, Singhi, Liao, & Michael, 2012). Many companies and brands have entered, invested and faltered in these markets due to a wide range of factors. For example, China’s cultural, political, regulatory and economic complexity has led to failures for companies like Uber, Amazon, Google and several marketers of luxury products (Salomon,2016; The Economist, 2014).



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