cursMaster1b

8/9/2019 cursMaster1b

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Conf.dr. Dana BocorProf.dr. Gabriel Brtucu


2/11

The global market can be compared with apyramid where, at the top of thepyramid there i a mall fraction of richcu tomer and at the bottom of thepyramid, there are !"# billion peoplewith a per capita income lower than

$%&& ' per year.


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(egarding the idea that the B)P marketrepre ent a bu ine opportunity for

*+C there are two iew . )ne iew irepre ented by the work of Prahaladand -art and promote the idea that*+C would try to create trategie that

deli er ocial benefit , en ironmentalbenefit and commercial and economicgrowth. The econd iew i more criticaland argue the limitation of bu ine

olution to po erty, the go ernmentbeing re pon ible for ol ing theproblem of the poor.


4/11

G ha formulated a trategy to addre therural market and they ha e decided not todrop price on e/i ting line but to build

new er ion of product with a morecompact et of feature and co t"efficientmaterial o that they could bemanufactured at lower co t. 0or e/ample,

G introduced a tele i ion et with amaller creen i1e and a caled"downound y tem, re ulting in a price reduction

of roughly #&2 in entry"le el model .


5/11

*obile de ice manufacturer are al otailoring their product to thi market.+okia ife Tool wa launched by +okiaand include a range of agriculture,education and entertainment er icede igned e pecially for the con umer in

mall town and rural area of emergingmarket , aimed at pro iding timely andrele ant information cu tomi1ed to theu er3 location and per onal preferencedirectly on their mobile de ice .


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4n di tribution and cu tomer er ice G haadopted a differentiation trategy. Thecompany ha launched a fleet of repair an ,outfitted with power generator that couldreach remote area that were inacce ible ina hort time. Thi concept wa called 5walking"after ale er ice6. The di tributionnetwork included #&&& acce point and thedi tribution trategy wa complemented byan online channel which offered e/ten i eproduct information and the ability toaccept online order from indi idual buyer .


7/11

Companie can et up lower pricebecau e they earn from elling inhigh olume . The rethinking of

product de elopment,manufacturing and di tributionproce e could reduce the co t .The companie hould not thinkabout cheap and low 7ualityproduct but about u ing the be ttechnology and re ource in anen ironmentally friendly way, toaddre local opportunitie .


8/11

Colgate Palmoli e u e a an with a ideo player andcreen for ad erti ing tooth pa te in rural 4ndia. The

u e of the product and it benefit aredemon trated with accompanying mu ic and dance.

4ndia ha recently adopted a liberal policy towardthe 4nternet, allowing a wide range of er icepro ider , including cable operator , to pro ide4nternet connection . 4nternet kio k are preadingall around the urban and rural area in the outhernpart of 4ndia. Creati e u e of 4T will emerge in the emarket a a mean to lower the co t a ociatedwith acce , di tribution and credit. )ne of themo t important dri er of the B)P market growth ithe acce to information which ha created thede ire to increa e their con umption and impro etheir tandard of li ing.


9/11

trategy$. creating buying power through increa ed

acce to credit and income generation8. haping orientation through con umer

education and u tainable de elopment!. tailoring to local olution and impro ing

acce through no el approache to creatingdi tribution y tem and enhancing

communication link .


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Companie hould de elop a commercialinfra tructure in ol ing local authoritie , non"go ernmental organi1ation , local communitie ,financial in titution and infra tructure builder .

*ultinational companie will acce the localculture and knowledge by forming alliance withlocal firm and go ernment . The be t trategyfor entering B)P market for *+C i not thee/port but the production of good in B)P

market , in ol ing local firm , local labour andlocal go ernment . The mo t importantad antage for the *+C to be in ol ed in B)Pmarket i the opportunity to tran fer knowledgeand inno ation from one market to the other.


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