How To Business With The Poor (Not Poor)
From a commercial standpoint, the conditions that traditionally have required a market segment to act on it have been that it is measurable, substantial, accessible, differrenciable and actionable. Well, all these require the sites meets the most neglected population group do by the companies so far: the low income. The market potential for low resources for both the development of business
- by syafir business view
business and to reinforce ethical values and service is an indisputable fact. The two pillars underpinning the approach are the following:
1. Assumes a person not as taxpayer and dependent, but as protagonists of their own development,
able to solve, if you approach the opportunity, their need for savings and consumption.
2. Involves taking an inclusive vision of capitalismlism, subsuming population groups superficially excluded from economic logic.
The company, in its search for new markets and business opportunities can be found at attention to the poorest half of dynamism commercial optimization and ethical commitment. Without making
nothing strange, can serve its traditional customers-who they are at the top of the pyramid income and consumption, while it turns its attention to which are the basis of purchasing power.
Do not approach a potential market of four billion consumers for not wanting to understand their purchasing behavior and consumption and assume that will never be customers (as if they had the mis needs and desires more than the rest) is an accom dation dangerous for a company committed to growth. The companies assume that, with such esca sos income, these people intended their expenditure needs basic and a multitude of barriers which makes impossible profitable businesses in poor regions.
Without being exhaustive, some benefits show that companies work with populations that are part of the economic base of the pyre measures are profitable for both parties are:
1. Enterprises increase and diversify its while building customer loyalty and,even gain in image and prestige.
2. Customers have access to goods and ser New affordable prices and an improvement quality of life.
3. This type of business contributes to growth societies and economic activity, which results in increasing the number of posts work and increased demand for products and services.
To achieve this, companies must be innovative and imaginative. Should take advantage of tool tas and facilities that are proper and should act quickly, avoiding excessive bureaucracy and rigidity. Customers, even the poorest, are good trading partners are wise, are reliable payments have information and adapt quickly mind to the improvements that they are offered and they detected as beneficial.In doing so, what prompted the company is not an act of charity, but the adequacy of supplies to the singularity of each Sonas low, very low purchasing power. In many cases, this business strategy is a rich source of ideas to export other settings and situations. Analyzing the ability to pay for a good set pricing strategies, develop solutions, educating clients, market research and complementary heterogeneous, and adapt to rapid changes occurring in this segment are several principles must be met to access this market.
Perhaps the most important aspect is related to the distribution and the possibility
bility to create capacity to consume, which has come to call triple A (affordability, access, useful to make an offer affordable, accessible and useful that you can buy, to solve the real needs (exciting) and on the
and the time when you need it.
Problem of poverty is that he has treated poverty as a problem. Initiatives such as leaving the way open bowl literary value creation when we treat the poor as customers ‘age’, ie the criteria for making free.
We must learn to do business “with” poor (not “of” the poor). This may be the best vaccine against paternalism that sometimes pervades the corporate and social action that has negative consequences quences from the standpoint of sustainable and strengthening communities and institutions. It should be understood that the social action that have such recognition, will help create economic wealth. In addition, the economic progress of the economy also should consider the possibility of producing a good for society, beyond the mere Although commendable-generation benefits.
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