Emerging Market Development
Case History: China
A hands-on knowledge of
the marketplace and local conditions is
critical to business success in a country as
complex as China. A comparison of
Beijing, Shanghai and Guangzhou, for
example, demonstrates the diversity of
cultures, consumer preferences and activity
competitive environments in a country
reflecting many different stages of
economic development.
To development an efficient strategy, a cohesive generational segment of consumers, whose values and category behavior were common across major markets, was effectively targeted.
As the strategy was operationalized, it significantly improved the return on investments in infrastructure, distribution channels and marketing expenditures across the region, building a platform for superior long-term performance.
