Most businesses focus on selling to the wealthiest fourteen percent of the world's population: The developed world. But these markets are over-saturated, over-competitive, and aging.
"The 86 Percent Solution" shows how to unleash new growth and profitability by serving everyone else.
Drawing on dozens of examples from emerging markets worldwide, the authors offer actionable strategies and tactics for product design, pricing, packaging, distribution, advertising, and much more. The book presents radically different "rules of engagement" that make emerging markets tick, and how some companies are already driving billions of dollars in sales there.
Along the way, it also deals with innovative methods to handle lack of infrastructure and media, low literacy levels, and "unconventional" consumer behavior. With the right solutions, these challenges present opportunities.
The potential of emerging markets is staggering. There is great scope to transform that potential into profit. Some key management mantras preached by the book:
Reach middle class and affluent consumers, not just the poor.
Emerging markets are bigger, wealthier, and more diverse than realized.
Don't build a car when you need a bullock cart.
Design products that reflect local environments and cultures.
Aim for the "ricochet" economy.
Use expatriates as your opening into emerging markets.
Grow big by thinking small.
Forget supersizing: big successes often come in small packages.
Discover what your strategy is. The 86 Percent Solution, published by Wharton School Publishing, comes loaded with proven strategies and provides all the insights you need.
