TAILIEUCHUNG - STRATEGIES FOR MARKET ENTRY: Fast Moving Consumer Goods Companies in Emerging Markets

Using a bottom up approach, totals are aggregated from 2,490 discrete individual product group lines. Each of these lines uses specific data sources and can be analysed individually, unlike traditional studies which often group together data sources. Forecasts are calculated using the same principles as for determining market value and as such can be applied on a line by line basis. This allows the identification of high growth areas within a particular sub‐sector. Traditional methods tend to apply a growth rate to the whole of a sub‐sector, rather than individual parts of it. These differences mean that the market values shown in this report are often higher than those seen in reports using traditional analytical methods. Using this approach, each individual line can be examined and left out or added in, to allow detailed analysis of specific parts of the sector. . | STRATEGIES FOR MARKET ENTRY Fast Moving Consumer Goods Companies in Emerging Markets Mark Sorgenfrey Lasse Munch . Strategy Organisation and Leadership Academic advisor Mai Skj0tt Linneberg Aarhus School of Business 2009 Abstract Multinational enterprises MNEs are increasing their presence in the lives of more and more consumers as companies seek to expand and promote their products to a still wider range of markets globally. As markets change and develop so does the st rategy used to enter them and companies must be able to choose the correct way to enter markets in order to remain competitive. This thesis takes a look at how MNEs in the FMCG industry enters new markets more specifically emerging markets. In order to gain an understanding of this we look at three specific markets namely Russia India and China. We attempt to answer if the way MNEs enter emerging markets is in keeping with what would be expected from the OLI framework Dunning 2000 as well as the work done by Buckley and Casson 1998 . Additionally we try to gain an understanding of why any discrepancies exist and whether they can be explained by the nature of emerging markets as well as the characteristics of the FMCG industry. An ability to adapt and tailor specific strategies to individual markets gains more importance especially with regard to emerging markets as the difficulties and obstacles presented when entering these markets often proves both new and unique. In many cases there are difficulties in underdeveloped markets specifically concerning consumer spending power and brand awareness as well as logistics and infrastructural inadequacies compared to western markets which serves to make the correct approach to entering emerging markets of high importance. The methods first employed when entering emerging markets are often unsuccessful and needs to be modified as market knowledge is gathered and opportunities present themselves. In the three markets analysed in the thesis to illustrate .

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