sábado, 4 de junio de 2011

Mercados Emergentes - Un Abre Boca

El profesor Krishna Palepu (Harvard Business School) nos comenta, en esta fabulosa entrevista relacionada a su libro Winning in Emerging Markets; sobre tres segmentos que aparecen de manera natural (dos de ellos) y trabajada (el tercero) en mercados emergentes –entendiendo que mercados emergentes no solo son los BRIC´S sino todos aquellos mercados que muestran opciones de negocios diferentes que en el mundo desarrollado.

Los tres segmentos antes mencionados están encabezados por una categoría de High Quality – Global Price Points, el segundo de ellos sería entonces ubicado en el otro extremo de este axis como de Low Price Point – At expense of quality. A partir de ambos podemos trabajar de manera forzada en un tercer segmento: High Quality con low/local price points.


Según Palepu, este último segmento es el que ofrece opciones de crecimiento más aceleradas, pero al no ser un ámbito natural donde colocar nuestros productos hay que desarrollar con mucha innovación las opciones que ataquen la necesidad de dicho mercado.

Una de las maneras de hacerlo (dar calidad a precio locales) es no bajar la calidad sino disminuir las opciones del producto (Not less quality but less features). Es decir, menos botones en una licuadora, menos tipos de vehículos de carga, menos opciones de modelos de suelas de zapatos.

Los dejamos con la entrevista:




Fabulosos el caso de Tata con su mini truck....

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