Emerging markets is a term which refers to those economies which are only now beginning to realize their potential. Unlike established (developed) economies, such as those of the United States, Japan and Western Europe, emerging markets are just completing infrastructure improvements necessary for true international marketing. Companies around the world are eyeing these emerging markets as providing opportunity for future growth, and there has been considerable interest in these markets as locations for capital investment and exporting opportunities. This research considers recent analysis of emerging markets and their role in international marketing.
According to Paul Klebnikov, sales of personal computers in emerging markets grew more than 80 percent from 1992 to 1994 as capitalism and an emerging middle class in these nations drives demand. Emerging countries have banks, securities exchanges and other infrastructure components that need more sophisticated technologies, and manufacturers of personal computers are taking advantage of the opportunity. In 1995, South Korea and China both bought more than one million personal computers, a total that Brazil may well be in a position to match. India, Indonesia, Thailand and Malaysia are seen as nations which will shortly boast strong demand for personal computers, as well.
Klebnikov also notes that most personal computer sales in emerging markets are from local companies located in these markets. This means that the opportunity for American companies is in component manufacturing rather than in direct sales. Demand for computer equipment outside of personal computers has offered strong potential, however.
Some companies, including Hewlett Packard, have been marketing to emerging markets for some time; Hewlett-Packard, for example, has been selling in Russia for more than 20 years. Under the former Soviet Union, there was little demand for computer equipment, but since th...