The document discusses emerging foreign markets beyond the BRIC countries. It outlines Eaton & Co.'s process for evaluating and prioritizing new markets based on company needs. The best markets by region are identified, with Asia's top markets being Vietnam, Bangladesh, Indonesia, the Philippines, and South Korea. Sub-Saharan Africa's best markets are Nigeria, Ghana, Mozambique, and Botswana. Emerging Europe's top markets are Turkey and Poland. Latin America's are Panama, Peru, Colombia, Chile, and Mexico. The Middle East/North Africa region highlights Libya, Iraq, Egypt, Lebanon, and Tunisia. The ex-Soviet Union's best markets are Mongolia, Kazakhstan, and Azerbaijan. Partnerships
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DCFR member shares presentation
1. Best Foreign Markets of
Tomorrow
What Lies Beyond the BRIC
Presented by Eaton & Co.
May 15, 2012
1
2. Today’s Discussion
Life beyond the BRIC (or BRICS)
--Emergence of Frontier markets
Process of evaluation and prioritization of
new markets based on specific needs
Best markets by geographic region
2
3. Eaton & Co.
Founded in 1987
Focus on global developing and emerging
markets
Offices/branches in major developing
regions
Record of successful entries into top
priority markets
Clients across industries, from aerospace/
defense to consumer goods and industrial
manufacturing to retail
3
4. History of Emerging Markets
56.2%
New markets of:
Asia:
-Vietnam
-Bangladesh
-Sri Lanka
39.7%
Latin America:
- Economy -Columbia
becomes global -Peru
- BRIC countries -Paraguay
outperform the -Mexico
“old” world of US
and Western Sub-Saharan
Europe Africa:
23% - Prominence of -Ghana
Emergence of BRIC new markets in all -Nigeria
countries parts of the world -Mozambique
- Size promoted by
liberalization of Ex-Soviet Union:
- Supply resources
Less than 10% - Pent-up demand
trade and internal -Kazakhstan
policies -Uzbekistan
China enters as a
supplier
Year
1980 1999 2011 2021
4
5. The new markets are very appealing.
- Size
- Growth
- Market Demand
- Weak Local Competition
- Sourcing Opportunities
- Cost Advantages
5
6. Experience with BRIC revealed stumbling
blocks for any new market.
- Political Instability
- Legal Uncertainty/Trademark Protection
- Corruption
- Energy Costs/Availability
- Low Consumption Ability
- Cultural Issues:
• Management
• Training
• Product Acceptance
- No Data
- No Means of Validating Possible Partners
- Inadequate Infrastructure
- Security Issues
- Government Heavy-Handedness
6
7. AS NEW MARKETS
DEVELOP, COST
ADVANTAGES DISAPPEAR
AND COMPETITION
INTENSIFIES.
We’re off to new frontiers!
7
8. No single market is good for
everyone!
Process of Identifying and Evaluating New Markets
8
9. Defining Your Company Needs – Are you
interested in selling or producing in new
markets?
A. Volume Growth In the Specific Market
Use One Market as a Hub to Enter
the Region
B. Cost Advantage Outsourcing
Own Manufacturing Facility
C. Search for Innovations Licensing Technologies
Joint Venture
Supply Source
9
12. How attractive are these markets for
consumption of goods and services?
The consumption in US $’s per capita growth from 2010 to 2021 is
impressive.
Source: Deloitte Report 12
13. Depending on your needs, each
continent offers opportunities.
R&D
Skilled Labor
Emerging
Europe
Latin
America
Asia
Low-End Internal High-End Internal
Consumption Consumption
Ex-Soviet
Union Middle East/
North Africa
Sub-
Saharan
Africa
National Resources
Low Cost Labor Source: Eaton & Co. Analysis 13
14. Region – Asia
Attractiveness Concerns
- Access to maritime routes - North Korea is a destabilizing
- Integration with global economy factor
- Strong and still inexpensive labor - Security issues (Philippines, India)
force - Propensity to natural disasters
- Traditions of democracy in (tsunami, earthquake)
major countries – Indonesia, - China maritime ambitions
South Korea
- Shift to global trade in previously
closed countries (Burma,
Vietnam)
- Natural Resources
14
15. Best Markets in Asia
GDP Growth Population Best
Country Risk
2010-2025 (M) Features
Vietnam 6.9% 88 Low to Medium - Experience in
subcontracting
to China
- Pent-up demand
Bangladesh 6.3% 142 - Great for
Low growth and
Indonesia 6.2% 238 sourcing
Burma 5.8% 48 Medium - Labor cost
advantage
- Low-end
market
- Natural
Philippines 5.5% 92 Low - resources
Rapid
development
- Business
friendly
South Korea 4.1% 49 Low - Strong
manufacturing
and R&D
Source: Business Monitor 15
16. Region – Sub-Saharan Africa
Attractiveness Concerns
- Chinese demand for African - Unstable regimes spill violence
natural resources lifted over the borders disrupting
economy economies
- Explosion of a mobile phone - South Africa begins to face
market led to fast developing declining growth, high
“grey” economy unemployment, and after
- South Africa provided a model Mandela the future is uncertain
of peaceful transition and - Security risk is too high
prosperity
16
17. Best Markets in Sub-Saharan Africa
GDP Growth Population Best
Country Risk
2010-2025 (M) Features
Nigeria 7.7% 163 High - Strong
economy
- Resources
- Health and
birth rate
improvement
Ghana 7.6% 24 - Political stability
- Reforms
Mozambique 7.6% 24 Low to Medium designed to
encourage
investment
Botswana 5.5% 2 Low - The most
peaceful pied-a-
terre into
Africa
South Africa 4.1% 52 Medium - Consistent
policies
- Rising middle
class
Source: Business Monitor 17
18. Region – Emerging Europe
Attractiveness Concerns
- Strong democratic - Euro zone decline affects
principles new EU members
- Educated labor force - Dependency on Russian
- Geographic advantages for gas
global integration - Emergence of social
- Best source for R&D leads programs adds costs to
to creation of combined, labor
more powerful markets
18
19. Best Markets in Emerging Europe
GDP Growth Population Best
Country Risk
2010-2025 (M) Features
Turkey 5.4% 75 Low - Traditions of
foreign investment
and co-operations
- Growing middle
class
- Location
Poland 4% 40 Low - Strong
manufacturing
base
- Developed
academy/R&D
- Educated market
- Political will
Czech Republic 1.8% 11 - Best for R&D
sourcing
Hungary 2.1% 10 - Potential for
Low tourism and real
Latvia 2.7% 2 estate
Estonia 3.4% 1.5
Source: Business Monitor 19
20. Region – Latin America
Attractiveness Concerns
- Natural resources - Disruptive regimes of
- Brazil serves as a model of Venezuela and Argentina
peaceful development affect the region
- Tradition of working with - Drug cartels in Mexico a
foreign investors threat
- Strong manufacturing base - High inflation, especially in
Brazil, may weaken the
markets
- Recent nationalization of
foreign banks (Argentina,
Bolivia)
20
21. Best Markets in Latin America
GDP Growth Population Best
Country Risk
2010-2025 (M) Features
Panama 5.5% 3 Low - Location
- Growing trade
Peru 4.8% 30 Low to Medium - Commitment to
attract foreign
investment and
growth
Columbia 4.2% 48 Low - Infrastructure
- Natural resources
- Political stability
Chile 3.3% 17 Low - Strong stable
market
- Natural resources
Mexico 2.7% 115 Low - Traditional ally
- Dramatic rise in
the middle class
- Developing
academia
Source: Business Monitor 21
22. Region – Middle East/North Africa
(MENA)
Attractiveness Concerns
-Natural resources -Iran
-Skilled labor force -Political Turmoil
-Young population -Palestinian/Israel
-Geographic position conflict
-Small local population
dependent on export
labor
22
23. Best Markets in MENA
GDP Growth Population Best
Country Risk
2010-2025 (M) Features
Libya 13.3% 6 Medium to High - Natural resources
- Liberalization of
trade
Iraq 12.1% 33 High to Medium - Growing market
- Demand for
Egypt 4.9% 82 High Now/Medium manufacturing
Long-Term - Young population
- Natural resources
Lebanon 5.7% 4 Medium - Skilled labor
- Traditionally
business friendly
- Gateway to the
rest of the Middle
East
Tunisia 5.6% 11 Low to Medium - Political situation
stabilized
- Geography
- Tourism
Source: Business Monitor 23
24. Region – Ex-Soviet Union
Attractiveness Concerns
-Natural Resources -Russia penchant for re-
-Yet untapped markets integration
-Tradition of trade -Propensity to
economy – “silk” road autocratic regions
-Very poor internal
market
24
25. Best Markets in Ex-Soviet Union
GDP Growth Population Best
Country Risk
2010-2025 (M) Features
Mongolia 11% 3 Low - Business friendly
regulations
- Geography
Turkmenistan 10.2% 5 Low
Uzbekistan 8% 29 Low to Medium
Kazakhstan 7% 18 Medium - Untapped market
- Geography
Azerbaijan 6.2% 9 Low - Natural Resources
Source: Business Monitor 25
26. Is China passé or a frontier
country?
Current But Huge New
Problems: Market West Of
- Aging population The Great China
- High debt Wall:
structure - Natural resources
- Increasing labor - Some infrastructure
costs already in place
- Government - 65% of total
regulations population, upwardly
mobile.
- Fragility of
political system
- Risk for
intellectual
property
26
27. No single market is good for
everyone!
Process of Identifying and Evaluating New Markets
27
28. The path to successful entry is not
easy and often challenging…
- Addressing lower
market needs
- Sensitivity to cultural
issues/demands
- Human resources Local
- Ability to find Partnerships
business/market data
when little is publicly
available
- Contacts
28
29. Partnerships may have many forms:
Total or partial ownership
Joint venture
Sub-contracting
Alliance with outside the industry (e.g., the
government or an association)
Knowledge exchange
Offsets
29
30. Partnership is crucial to the successful
exploration of new markets but it has its
dark side…
PRO’S CON’S
•Knowledge of local • Learning curve can be
market structure and costly
culture • Contacts’ value may
•Established change with each
representation and election
contacts • Customer loyalty
SOLUTION
•Extra production uncertain
capabilities • Local rivalries may
•PR showcase • Thorough vetting have a negative
•Labor cost reduction process impact
• Multiple and • History unknown
continuous
information sources
• Start with two
potential partners on
a small sub-
contracting basis
• Ongoing
benchmarking against
pre-established
criteria
30
31. TO WIN
Be Patient
Be Committed
Be Flexible
Be Intelligent
Stay Optimistic
31