{"id":11984,"date":"2009-01-26T07:00:00","date_gmt":"2009-01-26T07:00:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/how-to-continue-your-expansion-in-emerging-markets-in-this-recession\/"},"modified":"2026-01-26T14:20:09","modified_gmt":"2026-01-26T19:20:09","slug":"como-continuar-sua-expansao-em-mercados-emergentes-nesta-recessao","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pt\/como-continuar-sua-expansao-em-mercados-emergentes-nesta-recessao\/","title":{"rendered":"Como continuar sua expans\u00e3o nos mercados emergentes nesta recess\u00e3o"},"content":{"rendered":"
\"Pesquisa<\/figure>\n\n\n\n

<\/p>\n\n\n

Como continuar sua expans\u00e3o nos mercados emergentes nesta recess\u00e3o <\/strong>
\nRuth Stanat, presidente e CEO, SIS International Research
\n26 de janeiro de 2009<\/p>\n

Fundo
\n<\/strong>
\nDesde a queda do Muro de Berlim, no in\u00edcio da d\u00e9cada de 1990, as empresas multinacionais precipitaram-se para os mercados emergentes como a \u201c\u00faltima corrida do ouro\u201d. Esta foi e continua a ser a plataforma para o crescimento corporativo nas pr\u00f3ximas d\u00e9cadas. Durante a d\u00e9cada de 1990, as multinacionais expandiram-se para a China e outros mercados asi\u00e1ticos, al\u00e9m das economias da Europa Central e Oriental e da Am\u00e9rica Latina. Com liquidez e financiamento cont\u00ednuos dispon\u00edveis nos mercados de capitais, esta expans\u00e3o cont\u00ednua nos mercados emergentes foi parte integrante da maioria dos planos estrat\u00e9gicos e de expans\u00e3o empresariais. No entanto, durante a mais recente crise financeira e de liquidez do ano passado, o jogo mudou.<\/p>\n

O desafio atual<\/strong><\/p>\n

Companies are increasingly halting research concerning market opportunity expansion into these emerging<\/a> markets in the past six months. As budgets and payrolls are getting slashed, expansion into emerging markets is being put on the back burner for most global firms. However, those firms that have the foresight to continue these research programs are prone to have a significant competitive advantage in the future when the economy rebounds.<\/p>\n

The challenge that CEOs and senior management face today is how to continue these expansion programs in these emerging markets with limited budgets and the prospect of failure, given a perceived rise in risk.<\/p>\n

A solu\u00e7\u00e3o<\/strong><\/p>\n

Market Assessment and Pesquisa de entrada no mercado<\/a> do not have to stop during these recessionary times. Rather than spending large sums of money on primary pesquisar<\/a> to conduct market entry and market segmentation research, a modest research budget might be possible to still keep you in the global game. The following are some considerations for a limited market assessment budget in these lean times. These will not work for everyone, but they incorporate some of the concerns and risks that many companies now face.
\n
\nFase I: Intelig\u00eancia de Mercado<\/span><\/em><\/p>\n

This phase will primarily use a secondary research methodology, which will offer a snapshot or a lay of the land picture of the market opportunity for a region of specific countries. The results of this phase will deliver a prioritization of the countries which offer \u201cthe low-hanging fruit\u201d for exportation of products or for local production of products.
\n
\nFase II: Pesquisa qualitativa limitada ou entrevistas com l\u00edderes de opini\u00e3o importantes<\/span><\/em><\/p>\n

Fase III: Avalia\u00e7\u00e3o Quantitativa do Potencial de Mercado para seus Produtos ou Servi\u00e7os <\/em><\/span><\/p>\n

Com entrevistas CATI locais, presenciais ou online, esta terceira fase deve quantificar o potencial de vendas do seu produto ou servi\u00e7o. Para reduzir custos de pesquisa, as empresas de pesquisa podem analisar o tamanho da amostra. Se a empresa de pesquisa defender um tamanho de amostra apropriado que garanta a qualidade da pesquisa, mas tamb\u00e9m integre suas preocupa\u00e7\u00f5es com custos, voc\u00ea ainda poder\u00e1 prosseguir com seus planos de expans\u00e3o e entrada no mercado nesses pa\u00edses emergentes.
\n
\nA quest\u00e3o da atual falta de liquidez para economias emergentes<\/strong><\/p>\n

Este \u00e9 um grande obst\u00e1culo \u00e0 expans\u00e3o cont\u00ednua nos mercados emergentes. Por outro lado, a falta de liquidez \u00e9 principalmente local nestes pa\u00edses. Se a sua empresa tiver acesso \u00e0 liquidez nestes mercados emergentes, ent\u00e3o ter\u00e1 uma vantagem estrat\u00e9gica nestes mercados emergentes.<\/p>\n

Remember in these markets that a little goes a long way. Countries like Mexico hardly forget those firms that entered Mexico before the Peso crisis in the early 1990s and made a swift \u201cexit\u201d during the peso crisis. Clearly, they were not welcome back with open arms after the crisis was over. In addition, those firms that stayed in South Africa during the Apartheid rule, reaped the benefits of the economy after the exit of this political regime. During this economic downturn, if companies can continue to remain in these emerging economies, they are likely to be \u201cahead of the game\u201d when the recession ends. Indeed, difficulties abound with trying to \u201cjumpstart\u201d your re-entry at a later point in time.
\n
\nResumo\/Conclus\u00f5es<\/strong><\/p>\n

A seguir est\u00e3o considera\u00e7\u00f5es para empresas multinacionais que lan\u00e7aram programas de avalia\u00e7\u00e3o de mercado em mercados emergentes durante os \u00faltimos anos:<\/p>\n

1. Considere continuar a sua presen\u00e7a nestas economias \u2013 mesmo a um \u201cn\u00edvel de manuten\u00e7\u00e3o\u201d
\n2. Consider continuing your research programs with cost-effective research budgets
\n3. Considere garantir ao governo local e aos seus parceiros locais que voc\u00ea est\u00e1 presente \u201ca longo prazo\u201d no mercado deles
\n4. Considere continuar seus programas de entrada no mercado com programas de publicidade modestos para garantir ao mercado local que voc\u00ea \u201cn\u00e3o saiu do mercado\u201d
\n5. Considere continuar a monitorizar as actividades dos seus concorrentes, pois eles podem \u201cgastar mais\u201d durante este per\u00edodo de recess\u00e3o para ganhar quota de mercado nos mercados emergentes.<\/p>","protected":false},"excerpt":{"rendered":"

Como continuar sua expans\u00e3o nos mercados emergentes nesta recess\u00e3o <\/strong>
Ruth Stanat, presidente e CEO, SIS International Research
26 de janeiro de 2009<\/p>\n

Fundo<\/strong><\/p>","protected":false},"author":1,"featured_media":66218,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[292],"tags":[],"class_list":["post-11984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/11984","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=11984"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/11984\/revisions"}],"predecessor-version":[{"id":79574,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/11984\/revisions\/79574"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/66218"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=11984"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/categories?post=11984"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/tags?post=11984"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}