Companies have a huge growth opportunity in emerging markets, but only if they have the right approach to get their products onto store shelves and into consumers’ hands.
- Many emerging markets have expanding populations and rapid GDP growth, making them more attractive than developed countries.
- They also pose some challenges, such as highly fragmented retail channels, small-scale retailers, gaps in the skills of frontline sales staff, and rapid innovation that requires constant changes in a company’s go-to-market approach.
- To win in this environment, companies need to adopt a segmented approach, manage channel partners effectively, focus on in-store execution, capitalize on fast-growing alternate channels, rethink the sales organization, and leverage digital technology.
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