The China Factor

Appendix B

(See Chapter 20.)

EM Competitive Strategy Template

Competitive Strategy for Expanding into Emerging Markets with New Competitors

Your company has decided to expand into emerging markets. Consider these scenarios for analysis:

1. You have already expanded into an emerging market (and have experiences to share)
2. You are considering expansion into an emerging market (and have made some assumptions)

Select one of the above two scenarios and analyze your current or previous market expansion experience using the 5Ps Framework.

Target Market Selection

• What country or emerging market region did you select for expansion?
• Why? What were some of the selection criteria you used? (For example, low-hanging fruit, minimal regulations, market opportunity, similarity to existing markets, cultural affinity, etc.)

1. _______________________________________________________
2. _______________________________________________________
3. _______________________________________________________

Competition

Identify a primary emerging competitor or a group of competitors.

___________________________________________________________

Product => Solution and Innovation

Did you:

1. Transplant/sell the same product created for developed markets?
2. Modify existing product (e.g., fewer features) to accommodate local EM needs & price point?
3. Innovate a localized, customized product for the selected EM?
4. Other ___________________________________________________

What did your primary competitor offer?

1. A similar ...