Submitted By: Sunil Jain

(Roll No: DBA-OCT 18-38233)

 INTRODUCTION
 Asia is a continent of contrasts, with huge variations in
natural resources, business environments, and cultures
among its many, far-flung countries. One thing that most
Asian nations have in common, though, is economic
growth. Demand in these markets is complex due to the
need to provide a wide range of stock-keeping units
(SKUs) covering multiple price points. It is also volatile, as
channel partners often struggle to sense and forecast
changing consumption patterns. Reliable supply,
meanwhile, can be hard to establish because of
challenges posed by infrastructure limitations, taxation
policies, and a shortage of needed employee skills.
There are five key challenges or
issues that companies must
master to succeed in Asia:
1. Succeeding with "last mile" delivery
2. Handling extreme consumer diversity
3. Unlocking the potential of e-commerce
4. Managing risk through nearshoring
5. Acquiring sufficient supply chain talent
Challenges to enter into Asian
Market for a Finnish Company:

 Understanding the various Asian cultures

 Acquiring adequate knowledge of a large and diverse
geographic area of the globe with varying social and
economic levels sometimes accompanied by
challenging political climates and
 The various customs and regulatory requirements for
different countries
Market Segmentation:

 Geographic: Both Rural and Urban areas

 Demographic: Male and Female
 Age: 22-50 (almost 80% of the sales comes from this
segment)
 Consumer Segments: All the three types of users
including high-users, medium users and light-users.
 Product Strategy:

 The focus of the marketing efforts is mostly on handset

manufacturing only. The company is constantly
enhancing its product portfolio by inventing constantly
new models. The mobile phones that are manufactured
have two diverse focuses: either low costs or cutting-edge
technology. The products of the company are adopted
as per the specific markets situation.

 Branding Strategy:
 Two types of branding strategies are used. It is due to the
fact that its target market consumer consists of two types
of customers: Upscale buyers and Economy seeker. For
upscale buyer the company built its brand with high-end
multimedia handsets, while for economy seeker in
emerging markets its branding strategy focuses on
providing economical handsets.
 Pricing Strategies:

 The pricing strategies vary from situation to situation

and from product to product. For cutting-edge
technological products that are newly designed by the
company R&D, the company use first the skimming
marketing strategy, and then decrease the price. While
for cost-effective products that focus on economy, the
company use penetrating pricing strategy.
 Promotion Strategy:

 The company success can be traced to the excellent

promotion activities carried out by the organization.
The company use integrated marketing
communication to promote its various products in
different region of the world. The promotion activities
are directed toward replacement
 Place Strategy:

 The company distribution network is situated in asian

countries, and the company is still using its aggressive
marketing strategy to boost its network, and market
development strategy to target new markets from
around the world.
FIVE WAYS TO ENTER ASIAN
MARKET

 Selling directly via ecommerce

 Selling directly via MSP
 Selling indirectly via publisher or VAR
 Selling directly via wholly-owned local entity
 Hybrid Model
 BEST STRATEGY FOR FINNISH
MOBILE COMPANY IS:

 At the first the company should try and test via

ecommerce. It is a cheap way to market and brand
the product as well as to know the customer response.
Subsequently, the company should opt for a hybrid
model.
 References

 https://www.mckinsey.com/business-
functions/operations/our-insights/winning-strategies-for-
emerging-markets-in-asia
 Preble, J. F., & Hoffman, R. C. (2006). Strategies for
business format franchisors to expand into global
markets. Journal of Marketing Channels, 13(3), 29-50.
 Arnold, D. J., & Quelch, J. A. (1998). New strategies in
emerging markets. MIT Sloan Management
Review, 40(1), 7.
THANKYOU!