Identifying which emerging markets to enter can be complex. Understanding how to analyze a market is critical to success. Learn more about identifying and understanding variables here.
- With real exceptions, it's neither feasible…nor advisable for a company to consider…entering several emerging markets all at once.…The choices are too many and the differences too high.…Entering multiple merging markets at one time,…runs the risk, of taking on too much complexity in one go.…Companies such as Google, Facebook, Twitter…and Netflix are clearly exceptions to the rule.…
These companies provide only information services,…rather than physical products, such as…cars or physical services, such as hotels.…Further, they rely almost solely on global technologies…and algorithms that can be brought to the users…via servers and the internet cloud.…So clearly, their need for local infrastructure…and local adaptation is minimal.…
In short, cross-country differences boast…little complexity for these companies.…Three key factors, should guide a company's…decision regarding which emerging markets…to prioritize for early entry.…First, market attractiveness.…Second, the platform value of a market.…And third, the company's ability…
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