 Seeking Business
Growth in the
Emerging-market
Education Segment
Vital Wave Consulting
provides the information
and customized analysis
needed to set
an
effective business
strategy for
emerging-market
education systems.
Business Growth in
Emerging Markets
Developing countries in
Asia, Africa, Eastern
Europe and Latin America
have seen tremendous
economic growth,
industrialization, and
expanding use of
information and
communication
technologies (ICT). As a
result, many business
managers in the ICT
industry have been
charged with building
their company’s presence
in emerging markets.
What these managers are
discovering, however, is
that, while
opportunities for growth
should be abundant,
successful business
practices in developed
markets do not always
lead to success in
emerging markets.
One prominent
multinational IT
company* hopes to build
its business in the
education segments of
emerging market
countries. Technology
companies are
particularly interested
in pursuing the
education segment for
two reasons. First,
there is increasing use
of ICT at all levels of
schooling, suggesting an
opportunity for direct
sales with solid
incremental growth.
Second, the segment
influences technology
adoption in other
segments, and therefore
has a significant impact
on overall long-term
market growth.
To develop and market
appropriate platforms
and services
for schools in emerging
markets, a company needs
reliable data and a
thorough understanding
of how segment dynamics
differ from those in
mature markets.
The IT company wanted to
better understand the
stakeholders and how to
engage them.
Managers who were more
familiar with
developed-country school
systems needed to learn
how technology is used
and how it could be used
in emerging-market
schools.
What are the roles of
national and local
governments, who are the
economic buyers, and
what is the budgeting
and funding process like
in each country? The
answers to
these questions would
allow the company to
implement strategies to
maximize and accelerate
profitable growth in
this important segment |
The education
segment
influences ICT
adoption in
other segments. |
The company turned to
mainstream industry
sources and found there
is limited business
intelligence on the
education systems in
emerging markets.
Information that does
exist is often
unreliable or outdated,
given the swiftly
changing fortunes of
emerging market
economies. In addition,
publicly available
sources focused on
current sales of
existing technology,
rather than providing
insight on the business
growth potential of the
market segment.
Partnering with Vital
Wave Consulting
The company engaged
Vital Wave Consulting to
research and analyze the
education segments in
three specific emerging
market regions. As
specialists in market
research, solution
creation and business
implementation in
developing countries,
Vital Wave Consulting
provided the unique
research methodologies
and analytical tools
necessary to evaluate
the education segment in
the selected
geographies.
Vital Wave consultants
worked with the company
to articulate the
business objectives and
specific research goals.
The company wanted to
understand and penetrate
the education segment
using new solution
designs and business
models necessary to meet
the market needs.
Vital Wave Consulting
combed and synthesized a
broad range of
resources, including
quantitative and
qualitative reports,
cross-sector experts,
economic databases, and
in-country stakeholders
such as teachers,
students and government
officials. This process
formed a body of
information that was
analyzed and formatted
to meet the client’s
needs. Vital Wave
Consulting provided a
comprehensive review of
the competitive
environment, channel and
distribution models,
segment dynamics, market
sizing and key
stakeholder models,
culminating in specific
recommendations for
capturing the education
segment in these
emerging markets.
All data provided by
Vital Wave Consulting
was collected through
both primary and
secondary research drawn
from the company’s broad
network of in-country
experts and hard-to-find
resources. The result
was a comprehensive set
of data and analysis
that was more
actionable, insightful
and credible than the
client could find
anywhere else.
From Analysis to
Action
All Vital Wave
Consulting reports
feature clear,
business-oriented
implications and
recommendations.
Business managers at the
IT company note that
Vital Wave Consulting’s
findings are framed
within the client’s own
business objectives. The
reports do not just
present information –
they offer a blueprint
for strategic growth on
the basis of solid
research and extensive
experience. Vital Wave
Consulting’s work has
had direct and valuable
impact on the company’s
action plans.
Vital Wave Consulting
respects the
confidentiality of its
clients. Company and
individual names have
been omitted from this
case study.
» More Case Studies |
