Oficina da Marca » emerging markets https://oficinadamarca.com/blog Just another WordPress site Fri, 07 Aug 2015 11:35:59 +0000 en-US hourly 1 https://wordpress.org/?v=4.2.38 Is your emerging-market strategy local enough? https://oficinadamarca.com/blog/is-your-emerging-market-strategy-local-enough/ https://oficinadamarca.com/blog/is-your-emerging-market-strategy-local-enough/#comments Thu, 23 Jan 2014 12:44:56 +0000 http://oficinadamarca.com/blog/?p=452 Creating a powerful emerging-market strategy has moved to the top of the growth agendas of many multinational companies, and for good reason: in 15 years’ time, 57 percent of the nearly one billion households with earnings greater than $20,0001 a year will live in the developing world. Seven emerging economies—China, India, Brazil, Mexico, Russia, Turkey, and Indonesia—are expected to contribute about 45 percent of global GDP growth in the coming decade. Emerging markets will represent an even larger share of the growth in product categories, such as automobiles, that are highly mature in developed economies.

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To accelerate growth in China, India, Brazil, and other large emerging markets, it isn’t enough, as many multinationals do, to develop a country-level strategy. Opportunities in these markets are also rapidly moving beyond the largest cities, often the focus of many of these companies. For sure, the top cities are important: by 2030, Mumbai’s economy, for example, is expected to be larger than Malaysia’s is today.

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The appropriate strategic approach will depend on the characteristics of a national market (including its stage of urbanization), as well as a company’s size, position, and aspirations in it.

Source: McKinsey & Company

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