Book description
Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. It's getting harder and harder to make a profit that way: these markets are oversaturated, overcompetitive, and declining. The Invisible Market shows how to unleash new growth and profitability by serving the other 86%. Vihajan Mahajan offers detailed strategies and implementation techniques for product design, pricing, packaging, distribution, advertising, and more. Discover radically different 'rules of engagement' that make emerging markets tick, and how European and Asian companies are already driving billions of dollars in sales there. Mahajan shows how to understand and manage lack of infrastructure and media, low literacy levels, and 'unconventional' consumer behavior. Learn how to redefine the 'real' competition; tap into the informal economy and unconventional channels; leverage expatriate word-of-mouth; pool demand to reach critical mass; piggyback innovations on local tradition; and price and package to reflect local realities. As traditional markets become increasingly unprofitable, emerging markets become the #1 opportunity for growth.
Table of contents
- Title Page
- Copyright Page
- Dedication Page
- Contents
- Praise for The 86 Percent Solution
- About the Authors
- Seeing Geeti
- Preface: Do You Want to Be in This Market? Can You Afford Not to Be?
- Acknowledgments
- Chapter 1. The Lands of Opportunity
- Chapter 2. Don't build a car when you need a bullock cart
- Chapter 3. Aim for the Ricochet Economy
- Chapter 4. Connect Brands to the Market
- Chapter 5. Think Young
- Chapter 6. Grow Big by Thinking Small
- Chapter 7. Bring Your Own Infrastructure
- Chapter 8. Look for the Leapfrog
- Chapter 9. Take the Market to the People
- Chapter 10. Develop with the Market
- Conclusion: An Opportunity Not to Be Missed
- Index
Product information
- Title: The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the Next 50 Years
- Author(s):
- Release date: September 2005
- Publisher(s): Pearson
- ISBN: 9780131489073
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