Many emerging markets, such as India, are very complex. Learn what an entrance beachhead is and the valuable role it can play when entering a market.
- Militaries often look to secure a beachhead,…in literal terms a defensible position on a beach…from which to launch an attack on the enemy.…In World War II Normandy was the beachhead…from where the Allied Forces launched their attack…on the Germans.…Applied to the context of corporate strategy,…the idea of starting with a beachhead…is particularly relevant for the big emerging markets,…such as China, India, Brazil, or Indonesia.…
Rather than attack the entire market all at once,…a much smarter approach is to look for…and occupy a beachhead that offers the best potential…for early success and can serve as a launching pad…for deeper market penetration.…An ideal beachhead is one that features…three characteristics,…low economic and political entry barriers,…low risk of failure,…and the ability to serve as a platform…to enter other even more desirable market segments.…
A beachhead could be a product line,…a customer segment, a geographical area,…or some combination of the three.…Take the case of McCormick's entry into China.…
Which emerging markets should you enter? How do you enter the targeted market? Do you partner with another company, or go it alone? How should you deal with the regulatory constraints that you might face? Anil and Haiyan address these questions, and more. They also outline some of the issues that arise once you have entered an emerging market, such as how to win out over local competitors, market to the bottom of the pyramid, and deal with the speed of fast-changing market dynamics.
- How emerging markets differ from developed markets
- Designing entry strategies
- Identifying the right beachhead
- Competing and succeeding within the market
- Cultivating and leveraging the local ecosystem
- Dealing with rapid changes in market dynamics
- Leveraging China and India as global platforms
- Building the leadership for emerging markets