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Mary Grace Cabrillos BSBA-MM 4 Marketing 7 11:30-12:30 March 2, 2016

BOP in ISRAEL and JORDAN

1. As a junior member of your company’s committee to explore new markets, you have received a memo from the chairperson telling you to be prepared at the next meeting to discuss key questions that need to be addressed if the company decides to look further into the possibility of marketing BOP segment. The ultimate goal of this meeting will be to establish a set of general guidelines to use in developing a market strategy for any one of the company’s products to be marketed to the “aspirational poor.” These guidelines need not be company or product specific at this time. In fact, think of the final guideline as a checklist—a series of questions that a company could use as a start in evaluating the potential of a specific BOP market segment for one of its products.

Israeli technology is on the leading edge in several fields in particular demand in developing countries, such as dry land agriculture, solar energy, water treatment and distance learning. In many of these fields, demand for new technologies in developing countries for technologies is growing at a much faster pace in developing country markets than in developed country markets.
* Who is the BOP? * What is the income level of BOP? * What are some goods BOP save up money for? * What are causes of health concerns? * What is the current distribution method for goods? * What is the current method of transportation? * What is the living situation of the average family? * What is the demographic of the BOP? * What is the break up of their expenditure? * What kind of jobs do they have? * What is the age distribution?

2. Marketing to the BOP raises a number of issues revolving around the social responsibility of marketing efforts. Write a position paper either pro or con…...

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