2007-09-30-Bain-Adapting_for_emerging_markets_2页_56kb

Summary of European Business Forum Observations

Key Insights

Emerging markets are critical for global companies' growth, with higher expansion rates compared to developed nations. Successful adaptation involves tailoring products, prices, and distribution to local customs, such as using smaller pack sizes or alternative channels in poor infrastructure areas. Companies like Coca-Cola and Unilever have achieved significant market shares through strategic moves like acquisitions and cost management. A shift is occurring from targeting premium segments to focusing on mainstream markets to drive profits and economies of scale. Local teams and deep market understanding are essential for competitive advantage, and success here is vital for overall global performance.