Presentation Brief & Bio:
Berk Fernandez
Managing Director
UNA Worldwide
A-ENTERING EMERGING MARKETS: A Practical & Low-Cost Approach
There is no question that most emerging markets are intrigued by U.S. and European brands. But for other products like housewares, the attempt to enter a developing market can be a tougher sell.
Taking on these markets to capture some of the growth requires an in-depth understanding of the organizational structures, the culture, consumer behavior, trends, access to retail outlets and distribution channels, the regulatory and government landscapes and effective marketing strategies. Additionally, it involves an understanding of your own capabilities and competencies and which market segment will be the best fit.
Berk Fernandez will share how to gain overall best practices in unfamiliar geographies.
Having traveled and worked in more than 60 countries—a global business track record spanning multiple market sectors and corporate cultures—Berk Fernandez has earned a reputation as an insightful and skilled strategist.
He has been repeatedly selected to lead corporate restructuring and change initiatives. Working with companies facing a wide arrange of challenges, he has a record of success in developing a framework to ensure ongoing corporate stability, future growth and profitability, and a sustainable competitive advantage.
Drawing upon a background across industries with leaders such as Baxter International, First Chicago/Bank One (now part of JPMorgan Chase) and CNA Financial, Fernandez offers a solid foundation in business strategy, supply chain management, global sourcing, sales/marketing, market entry and finance.
Most recently, as Managing Director of his current firm, UNA Worldwide, Fernandez has worked with several small and mid-level companies across industries and geographies to drive access to enter the Asian market.
