Marketing in Emerging Market Economies: Why There Is a Need to Reformulate Marketing Tactics Used in Emerging Markets.

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Submitted By neesha
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Marketing in Emerging Market Economies:
Why there is a need to reformulate marketing tactics used in emerging markets.
Emerging Markets – An overview
Emerging market economies are those economies which exhibit high growth and investment potential. Emerging economies are generally found in East and South Asia, Eastern Europe, South Africa, Latin America and Middle East. These economies are characterized by improving standard of living, other than that they have large growing middle class population who have high aspirations and ambitions for the future. All these characteristics make these economies attractive destinations for exporting goods, investment and outsourcing.
Emerging economies of the world possess several advantages which have led to their rise. The major advantages that have been observed in these economies are availability of cheap labour force and highly qualified work force which have made these economies challengers in the global market. Another major characteristic of these economies is that their growth rates are much higher than the developed countries of the world.
The new international challengers are the top firms operating in these emerging economies who have now become key contenders of the world market.
A very good example of the above discussion is Orascom Telecom - which is an Egyptian telecom provider who on the basis of managerial capabilities and superior technology has become one of the major telecommunication provider in Africa and Middle East . Its business has spread from North Africa to Iraq, Pakistan and Bangladesh. Orascom has around 50 million subscribers and more than $3 billion in annual revenues. The operating expenses in Egypt are much lower as compared to Europe, its other major advantage is capital availability which helps fund its growth and expansion plans. Its management has been able to excel in…...

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