The Global Brand
Local Success
The challenge of traditional trade
The complex network of open markets, corner stores, kiosks, and street vendors that forms what is known as "traditional trade" is found in every developing economy. The majority of people buy their food, drink and household goods from outlets like the ones pictured here.
Nairobi, Kenya
Brand choice is either limited to what is available or requires the shopper to ask for it by name. Vendors have strong ties to their established local suppliers. Their consumers know and state their preference for local brands. And transport issues add to the challenge of establishing a viable presence for foreign brands, particularly in rural areas.
Olgii, Mongolia
But modern retail trade is rapidly permeating most developing economies. In Olgii, Mongoloa, a couple of blocks from the outlets shown here, is a modern SPAR. Contained in a rundown building with little signage to indicate what was inside, the store was bright and well-lit with a familiar aisle format. This is all the more surprising given that Olgii is a five-day drive from Ulaanbaatar, the capital of Mongolia and its only city.