BCG - The Boston Consulting Group

Situation

The client is a global leader in the manufacture of mobile handsets. With the urban market for handsets becoming increasingly saturated worldwide, the manufacturer decided to assess the market opportunities of the global rural market. The assessment was to focus on countries with large rural populations, including India and China. BCG was engaged to conduct this assessment and also to help the client understand how companies from other industries (consumer goods, for example) were approaching rural markets, and what they could learn from them.

Approach

After extensive data collection, as well as client and industry interviews, the BCG team built a comprehensive financial model to estimate mobile phone penetration and market size for the selected countries over the coming years. We also conducted significant research and interviews with consumer goods companies to understand their best practices when it came to serving rural markets in various countries. This analysis took into account product offerings, channel selection, pricing, and promotions.

Impact and value created

BCG helped the client identify future opportunities in global rural markets, detailing market size, key market drivers, key success factors, and the best time to enter. Our team also developed an implementation road map to help the client take advantage of untapped opportunities. Our goal was to help the client not only solidify its leading position in the global urban market, but also ensure its future leadership of the global rural market.

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