LEVERAGING EMERGING MARKETS FOR GROWTH OF WESTERN MNCS AT THE EXAMPLE OF THE FMCG INDUSTRY IN THE PHILIPPINES
Parcharidis, Iro (2017)
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The aim of this thesis was to define the Philippine business environment and consumer behaviour in order to propose adaptive measures Western multinationals operating in the field of fast moving consumer goods can use in order to build brands in emerging markets. The development of the Philippines on an economic, historic and socio-environmental level was examined and external influences on business were analysed. Marketing measures were investigated and applied to the Philippine market in order to identify growth opportunities as well as market dynamics which are different from those in the Western world. The author used the form of written communication with consultants from the Philippines in order to determine the most effective growth opportunities for multinationals. The information collection indicates that targeting customers through social media is the most effective way for MNCs to achieve brand awareness in the Philippines and subsequently to grow in the market. The research findings are limited to the extent of consumer packaged goods in the Philippines. Therefore, the results cannot be directly generalised and applied to other product categories or other emerging markets.