New Markets Blog

Foothold markets -- starting in unlikely places

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The Bajaj RE60 is a sinfully ugly car with a one-cylinder engine, simple engineering, and a lousy name.  It's also a brilliant illustration of how to target new markets.  India's Bajaj has chosen to
pioneer the ultra low-end car market by laser targeting an interesting audience -- rickshaw
drivers.  Read more about the compelling logic of this foothold market strategy in my piece for Forbes. 

Stephen Wunker is the Managing Director of New Markets Advisors and the author of Capturing New Markets: How Smart Companies Create Opportunities Others Don't.