My recent webinar “First Steps to Success in Emerging Markets” explored the vital factors for consideration when selecting new country markets. These are framed by our four pillar model: Market, Population, Access and Business Environment; which brings methodological clarity to the market selection process. Attracting more than 300 attendees, the webinar ended with a thought-provoking Q&A session. Highlights of which are below.
How do you rate Cuba as a prospective market?
Cuba has been identified by Euromonitor as a “Consumer Market of the Future”, even before the thaw with the US. It has some demographic challenges – a relatively old population in slow decline, low average incomes and weak infrastructure - but it also has growth potential for fast-moving-consumer goods – tailored to suit local tastes. Yet competition already exists from Chinese companies and Spanish, as well as home-grown. Also tackling issues like a lack of brand awareness and a culture unused, or unaccepting of commercialism, means it’s not without its challenges. Although the US embargo has not yet been lifted, the time might be right to re-evaluate Cuba’s potential as a consumer market.