Marketing in Emerging Markets: a Comparative Study of Marketing Practices in Russia and Taiwan (In Case of Company Gigabyte)

The research is devoted to studying the marketing practices in the emerging markets by conducting a comparative study of the electronic firms operating in the emerging markets (Taiwan and Russia). The objectives of the research will be to do a preliminary literature review based on the nature of emerging markets and marketing practices, perform the PESTEL analysis as well as the industry analysis of electronic industry in Taiwan and Russia. To achieve the set objectives, a qualitative research approach will be adopted to gather adequate information regarding the two markets. Besides, interviews will be conducted on the selected companies to act as the primary data sources. Further sampling methods will also be incorporated into the study. In the comparative analyses, the company Gigabyte, Silicon-Power, Transcend, MSI, and Acer will be adopted as practical cases. Based on the results, some of the companies adopt similar marketing practices while other strategies are distinct and different from those other companies. Moreover, the research has significantly identified gaps between the required and the current practices being followed by the companies in emerging economies. At the same time, research generates the suggestions to the new entrants. The study will also give detailed suggestions to the company Gigabyte for improving its overall performance. In conclusion, most of the companies operating in Taiwan and Russia to a great extend matсh the requirements of the marketing practices expressing minimal insignificant disparities. The competitiveness of the companies in Russia and Taiwan rely solemnly on their ability and potential to match their practical marketing practices with the required marketing operations following environmental factor analysis. Keywords: Marketing Practices, Emerging Markets, PESTLE Analysis, Industry Analysis, In-depth Interview, Comparative Analysis.