Global Emrging Market

1. Strategies That Fit Emerging
Markets
Prepared By: Zain Ul Abideen

2. CEOs and top management teams of large corporations, particularly in North
America, Europe, and Japan, acknowledge that globalization is the most
critical challenge they face today. They are also keenly aware that it has
become tougher during the past decade to identify internationalization
strategies and choose which countries to do business with.
Background of Study

3. Absence of specialized intermediaries, regulatory systems, and contract-enforcing
mechanisms in emerging markets—“institutional voids,”
What is Institutional Void
"Institutional voids are the gaps that exist in specific markets that serve
as roadblocks/barriers to the ideal interactions and transactions of
buyers and sellers.

4. Example of Institutional Void
1. Companies can’t find skilled market research firms to inform them reliably
about customer preferences so they can tailor products to specific needs
and increase people’s willingness to pay.
2. Few end-to-end logistics providers, which allow manufacturers to reduce
costs, are available to transport raw materials and finished products.
3. Before recruiting employees, corporations have to screen large numbers of
candidates themselves because there aren’t many search firms that can do
the job for them.

5. How Can Institutional Void be filled
Successful companies develop strategies for doing business in emerging
markets that are different from those they use at home and often find
novel ways of implementing them, too.

6. What do we mean by Emerging Markets
Since the early 1990s, developing countries have been the fastest-growing
market in the world for most products and services. Companies can lower costs
by setting up manufacturing facilities and service centers in those areas, where
skilled labor and trained managers are relatively inexpensive.

7. Tools for Choosing New Markets
1. Country Portfolio Analysis
2. Political Risk Assessment
3. Market Size Growth
4. GDP and Per Capita Income
5. Population Composition & Growth
6. Exchanges Rates
7. Purchasing Power
8. World Bank Governance Indicators
9. Transparency International corruption ratings
10. Forecast of country next political transition

8. Why Companies often target wrong countries
1. Deploy inappropriate globalization strategies.
2. Many corporations enter new lands because of senior managers’ personal
experiences, family ties, gut feelings, or anecdotal evidence.
3. Others follow key customers or rivals into emerging markets.
4. The herd instinct is strong among multinationals.
5. Biases, too, dog companies’ foreign investments. For instance, the reason U.S.
companies preferred to do business with China rather than India

9. Emerging Markets identify by U.S.A & West
1. Brazil
2. Russia
3. India
4. China

10. The Trouble with Composite Indices

11. The Trouble with Composite Indices
Companies often base their globalization strategies on country
rankings, but on most lists, it is impossible to tell developing
Countries a part. According to the six indices above Brazil, India,
China share similar market while Russia , through an outlier on
many parameters is comparable to other nations.

12. Proposed Framework to Map Institutional Contexts
Five Context Institutional framework
1. Political & Social System
2. Openness
3. Product Market
4. Labor market
5. Capital Market

13. The Trouble with Composite Indices
Companies often base their globalization strategies on country rankings,
but on most lists, it is impossible to tell developing Countries a part.
According to the six indices above Brazil, India, China share similar market
while Russia , through an outlier on many parameters is comparable to
other nations.

14. Spotting Institutional Void
Mangers or Management can identify the institutional void in any country by
asking a series of questions

15. Spotting Institutional Void

16. Spotting Institutional Void

17. Spotting Institutional Void

18. Spotting Institutional Void

19. Spotting Institutional Void

20. Spotting Institutional Void

21. Spotting Institutional Void

22. Spotting Institutional Void

23. Spotting Institutional Void

24. Three Strategies Choices
1. Adapt your strategies like Dell
2. Change the context like SUZUKI & STAR TV
3. Adapt McDonald Strategy
4. Stay Away

25. Concluding Remarks
Companies should go for adaptive strategies in order to capture
emerging markets.
An adaptive strategy means that if something goes wrong, you can
simply change course.