 |
|
Bringing Western Marketing Practices to Georgia Before you read further, you need to know one thing: I'm fascinated by the country and people of Georgia. I wanted to go to Georgia. I wanted to learn the language better; to experience the culture; and to help make Georgia a better place by bringing some Western expertise to the challenges facing the country. What better place to make a difference than in the mobile telecom industry, a business that's fundamental to every citizen at every level of the socio-economic ladder? Mobile telecom was the perfect place for a Marketing Junkie to make an impact in Georgia. Doing Business in Georgia There are an infinite number of challenges in bringing Western-style Marketing to any company doing business in Georgia. Although the Soviet Union fell 17 years ago, Georgia has not completed the transition to a full-fledged democratic country with transparent, competitive and fair business practices. Complex (and often hidden) social networks, political agendas, corruption and inconsistent applications of the Rule of Law, make Georgia a place where market forces are frequently manipulated. Traditional, western-style marketing practices are at a disadvantage because there is a lack of fair and open communications channels; true competition rarely exists, as most sectors of the economy are in the hands of monopolies and duopolies; and consumers, most of whom subsist on extremely low incomes, lack the information and desire to make purchasing decisions based on attributes vs. price. Nevertheless, I can offer you dozens of case studies where
the basic tenets of Marketing made an impact on consumer behavior, brand
preference, loyalty and, of course, revenue! For more on what I actually did at MagtiCom, click here
|
|
|
|
|
|
|