Marketing in less developed countries

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The shortage of goods and services is the central problem of developing countires and the most pressing need is to expand production.Marketing is a discipline that guides the process of identifying and fulfilling the needs and wants of people.Clearly,marketing is needed in less developed countries.
Long-term opportunities can be nurtured in less developed countries.Today Nike Inc. Produces and sells only a small protion billion foot market",it clearly has the future in mind.Greater competitive pressure will force firms to reevaluate their strategies and look for new markets in less developed countries.Even some fast-growing,less developed countries are initiating business in countries that lag behind them.Emerging markets can be lost through indifference can preemptive foreign competition.In deciding whether to enter a less developed country:
Look beyond per capita GNP.The per capita figure may hide the existence of a sizable middle class in that market.India,for example,has a huge middle-class market that is hidden by the country's average statistics.
Consider less developed countries collectively rather than singly.One market may not be appealing;however,there may be broader possibilities with neighboring countries.
Remember that not all LDCs are the same.Some have good prospects for stability,growth,and development,others are falling apart,and still others may look promising but may be high-risk situations.
Weigh the benefits and costs of being the first form to offer a product or service in a less developed country.Governments of less developed countries often award special treatment to companies that set up operations,including tax subsidies and infant industry protection.Entering a successful LDC is an opportunity to get in on the ground floor of a significant market opportunity.Set realistic deadlines for results.Due to different legal,political,or social forces,events may move slowly.
Despite the serious economical difficulties now facing less developed countries in Southeast Asia,Latin America,Africa,and Eastern Europe,many of these nations will evolve into attractive markets.The important role of marketing in the less developed countries is to focus resources in organizations on creating and delivering of products can and should be applied to design a product that fits the needs and ability to buy in the market of the less developed country.These concepts must also be applied to educate the taste and preferences of the people to accept these products.Marketing in the dynamic sense can relate resources to opportunity and satisfy needs on the consumer's terms.