The 86 Percent Solution

The 86 Percent Solution

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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.She works as a customer service representative on the campus of an outsourcing company in Hi-Tech City in Hyderabad. ... Geeti bought her maid a cellphone so that she could relay messages about schedules and dinner plans. ... chosen to accompany her supervisor to the airport to pick up a visiting client from the U.S., they rented a fully equipped Mercedes from a local company competing with Hertz.

Title:The 86 Percent Solution
Author: Vijay Mahajan, Kamini Banga
Publisher:Pearson Education - 2005-09-14

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