Professional Documents
Culture Documents
9
Local Marketing
in New Growth Markets
MASS
MARKET
FOCUS
Strong core
middle class
Few One-to-one
strong marketing
NICHE segments
MARKET
FOCUS
DISTRIBUTION PROMOTION
MARKET SEGMENTATION
PRODUCT POSITIONING
ARGENTINA
BRAZIL
• Population = 15 million
• Most vigorous growth,
booming consumer markets
• Credit card issuers have
lowered application
requirements, encouraging
spending
• Shopping mall boom
Major Country Markets: Mexico
MEXICO
• Underdeveloped
transportation networks.
Asian Growth Markets: The 4Ps (cont’d)
PROMOTION
• Population = 45 million
• Per capita income on par with
many European countries (as of
1995)
• Market entry barriers are high
• Pent-up demand for western goods
as preferred over domestic
products
• Distribution regulations gradually
eased
Major Country Markets: Taiwan
TAIWAN ( aka REPUBLIC OF CHINA)
• Population = 23 million
• Political struggle with mainland China
• Vigorous export industry, through skilled
labor & high technology
• Entry barriers going down
• Large MNC activity
• Particularly exacting consumers, used to
test market products before Asian roll-
out
Major Country Markets: Hong Kong
HONG KONG
• Population = 6 million
• Most affluent of S. East Asian nations
• Geographic central hub for firms entering
Asian markets
• Very international consumers,
trendsetters for the rest of Asia
• High-end/luxury brands thrive
Takeaway