Tortilla maker eyes 'Naan'

WB reports that Mexican tortilla producer Gruma is now using its expertise in rolling flour into flat bread to reach new markets in China (wraps) and India (naan).

This strategy reveals that all countries going through industrialisation share similar needs at each phase as they catch up with the developed countries.

The four phases are as follows: survival, where people want food, shelter and clothing; quality, where a growing middle class seeks better products; convenience, where there is demand for time-saving appliances and processed food; and customisation, where people will spend more money to satisfy individual desires.


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