New Business Model In Emerging Market

762 words - 3 pages

New Business Model In Emerging Markets

Perkembangan bisnis di kawasan emerging market memang dipandang masih menggiurkan. Perusahaan multinasional dari barat berekspektasi kedepannya akan terjadi pertumbuhan 70% pada daerah emerging market. Daerah tersebut diantaranya adalah Cina, India dan Brazil. Cara yang dianggap tepat oleh banyak perusahaan untuk berkompetisi dalam emerging markets adalah memotong cost dan juga meminimalkan margin secara bersamaan.

Banyak perusahaan multinasional yang masuk ke emerging market tanpa mengadaptasi budaya lokal. Mereka menjalankan bisnis dengan domestic model mereka masing-masing ,yang dimana cara ini tidak tepat karena banyak dari emerging market tidak mengahasilkan return yang baik kepada perusahaan. Ada tiga level pada proses pengembangan dan inovasi model bisnis , yaitu:

Mengidentifikasi kebutuhan yang belum terpenuhi dari customer.

Mebuat blueprint model yang bisa menyelesaikan pekerjaan yang mendatangkan profit sesuai dengan harga harapan customer.

Mengimplementasikan dan mengubah model seiring dengan berjalannya bisnis.

Untuk masuk kedalam emerging market ada beberapa cara salah satunya adalah dengan melakukan start in the middle. Pada middle market konsumen didefinisikan sebagai orang yang tidak memilki income yang tinggi dan juga kebutuhan mereka dapat dipenuhi dengan low end solution. Dengan masuk ke middle market pada emerging market perusahaan harus mampu merangcang model bisnis yang dapat masuk jangkauan dari penghuni middle market.

Didalam artikel dicontohkan adalah perusahaan Godrej & Boyce yang mampu membuat lemari pendingin (kulkas) yang memiliki harga murah namum memiliki kemampuan kulkas lain pada umumnya. Ada dua keuntungan dengan menyasar middle market, yang pertama adalah kemudahan dalam mengupgrade solusi yang ditawarkan kepada orang-orang yang membutuhkan. Yang kedua adalah lebih mudah untuk meraih orang-orang yang telah spend terhadap uang mereka untuk menyelesaikan kebutuhannya.

Untuk mengalihkan demand, cvp (customer value proposition) harus diuat secara efektif dan simple agar dapat terjangkau baik dalam segi akses maupun dana. Yang pertama adalah terjangkau dari segi dana, atau dapat disebut affordability. Banyak perusahaan yang masuk ke emerging market dengan produk yang low cost. Dalam penerapannya tidak selalu seperti itu, dapat digunakan pendekatan lain untuk mengatasi hal ini yaitu dengan menyediakan expensive feature pada product dengan harga yang cenderung murah. Seperti yang dilakukan Godrej company yang membuat "Chotukool", kulkas portable dengan baterai dan performa yang baik.

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