Foothold Markets: Starting in Unlikely Places
Published in
1 min readJan 13, 2012
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.
Story by Steve Wunker.
Learn more about innovative strategies in practice at www.newmarketsadvisors.com!