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The concept of emerging markets is one of the fastest developing concepts in international marketing. Oviatt and McDougall (2008) explained an emerging market to be a country or region that has economic activities which are stronger than a least developed country but generally weaker than a developed country. What this means is that the economic outlook of emerging markets comes slightly below that of developed markets but higher than a typical developing country. This also means that the economic outlook of a country is a major factor in classifying a market to be an emerging one. With this said, Aaker (2011) noted that there are several classifications that have been given to countries by bodies such as the International Monetary Fund, Columbia University, FTSE, MSCI, S&P, and Dow Jones. On the whole, the most commonly referred to evidence of a country being an emerging market is for the country to fit into the emerging market index criteria. With this said, countries such as China, Brazil, Russia, India, South Korea, Mexico, Indonesia, Turkey, and Saudi Arabia are often regarded as the top 10 emerging markets based on assessment by the various classifying bodies (Subhash, 2006).To get the best outlook of marketing in these emerging markets, a SWOT analysis is often performed. This is because the SWOT analysis has been found to clearly categorise the benefits and challenges within these emerging countries (Aula, 2011). In a much generalised manner, some key strengths, weaknesses, opportunities, and threats (SWOT) of these markets are reviewed. Writing on the strengths, Oviatt and McDougall (2010) argued that most emerging markets come with the advantage that new businesses get a lot of government support in terms of microeconomic policies and funding. In support of this, Oviatt and McDougall (2007) stressed that the Mexican government has a very unique policy for multinational companies that directly invest in that country because of the need to promote the country to be a destination for foreign direct investments. Barry (2010) on the other hand questioned if emerging markets have really done local businesses any good for the excess investment promotions they tend to give to foreign businesses and companies such as the RBS.The strength identified notwithstanding, there are some weaknesses that most emerging

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preview essay on You choose your favor topic
  • Pages: 12 (3000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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