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Emerging markets, over the last few decades, have established their dominance as engines of sustained global economic growth. The phenomenal growth and consumption opportunities that the next billion consumers in these markets present, continue to attract global consumer brands. This growth has resulted from widespread urbanization and strong consumption by a growing middle class population. Trends and studies across the board indicate sustained and strong consumption-led growth for the next few decades.
While these markets provide lucrative growth opportunities, they also present unique challenges, especially when reaching out to consumers. One of the primary institutional voids in the emerging markets is the low penetration of organized retail – a key channel for product distribution in the developed markets. However, nearly 90% of sales in the emerging markets is driven by complex distribution networks comprising thousands of distributors and millions of small retailers. Global brands, face the following key issues, among others:
Retailer Self-order is the best insights-driven sales platform for global brands to accelerate profitable growth in the emerging markets
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