Marketing
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Coffee, anyone? According to New Delhi-based research and consultancy firm Technopak Advisors, there are over 1,500 coffee cafes in India at present; of these, around 1,000 have opened in the past five years. Valued at around US$185 million, the organized café market in India is estimated to be growing at a compound annual rate of 25%. What is heating up India's coffee craze?
It is not enough to have an appealing design. Differentiation, creative marketing, deal-making and an expanded product line -- entrepreneur Howaida Korat has used all these strategies to help her silver jewelry business more than double in size in the past three years. Korat's once limited growth prospects have given way to showroom access across Egypt.
Women entrepreneurs in Peru, like Elena Borda, are embracing the business mantra that information is power. Through various market research techniques involving segmentation and technology, Borda has been able to target the right kinds of customers for garments that her company makes and markets. The key to successful market research? It is a process that must be ongoing in order to keep up with changing trends and demands.
Why do more than half of all start-ups fail? Because they bungle their marketing, according to Leonard Lodish, a professor of marketing at Wharton, and co-author of two books,
Entrepreneurial Marketing and Marketing That Works. "The dogs won't eat the dog food is the way venture capitalists describe it," Lodish says. The key lies in how a marketing plan is crafted.
Aaron Wolf is both a professor of geography at Oregon State University and a trained mediator in conflict resolution -- two professions he has melded together when working on the Arab-Israeli conflict as well as numerous disputes in central and southeast Asia and Africa. He talked with Knowledge@Wharton about his profound interest in water issues and spirituality.
Competition in the diving business can be fierce in Aqaba, a coastal town in southern Jordan that attracts many underwater adventure-seeking tourists. Laila Manna's business, Dive Aqaba, looks for ways to tap new markets that will keep the company afloat and growing, possibly with the addition of a second dive boat.
Companies in China and elsewhere are devoting more of their marketing budgets to digital channels including search engines, social networks and mobile phones. China's model broadly copies that of the United States, but it offers fertile ground for testing a digital marketing approach, providing data that is rich with potential.
While Abayomi Ogunlari’s children’s books resonate with her young audience, the Nigerian author has greater challenges with the strategies to expand her publishing business. The fragmented small-publisher segment demands cooperation with other market players and innovative thinking, like Ogunlari’s plan to launch reading clubs in selected schools.
The Indian film industry is huge. In terms of the number of movies produced, it is the largest in the world. The next step, however, is finding a way to market films made in India to a worldwide audience. Actor and producer Anil Kapoor, who played game show host Prem Kumar in the Oscar-winning movie Slumdog Millionaire and president of the fictional country of Kamistan on the U.S. TV series "24," is doing just that.
10,000 Women partners HEC Paris and Tsinghua School of Economics and Management in Beijing completed their first certificate program for women entrepreneurs in China in August, 2009. The following brief case studies, written by faculty after the end of the course, illustrate how the program helped scholars advance their skills and prepare for greater success as women entrepreneurs.
Regional, much less national or international expansion is not often among the considerations of African women entrepreneurs, who lack the confidence and access to new markets to grow their businesses outside their own neighborhoods. Faculty members at the School of Finance and Banking in Kigali and the University of Michigan's William Davidson Institute are urging Rwanda's 10,000 Women scholars to consider extending the reach of their products by showing them ways to take advantage of vast markets in Africa and beyond.
It is a crowded market out there, whether you are looking to sell hamburgers or handbags. Your ability to stand out directly impacts your company's profitability. Product differentiation has been a valuable lesson for Obafemi Olayebi, whose company, My World of Bags, is working to increase sales by emphasizing its designs' artistic Nigerian flair.
Sports, in general -- and football, in particular -- is a business that deals in billions of euros, even during the current economic downturn. The Real Madrid football team recently paid huge sums for Portugal's Cristiano Ronaldo and for Brazil's Kaká. How will these moves play in terms of public relations, especially in the current economic climate? And will the team be able to recover its investment? In an interview, analysts Antonio Martín and Francesc Pujol tackle tough questions about the economics of sports.
Iman Youssry, an artist who lives in the Heliopolis section of Cairo, Egypt, was selected as the first woman out of 10,000 women for Goldman Sachs' 10,000 Women initiative. Youssry discusses participation in the Women's Entrepreneurship and Leadership course, and the challenges that she faces running her business.
Where have you been shopping for clothes lately? Many teen retail stores have been struggling in tough economic times. To counteract the sales decline, some big retailers are turning to online virtual worlds as a way to capture the attention of young shoppers and master that delicate balance between price and style.
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