Markets at the Bottom of the Pyramid are fundamentally new sources of growth for multinationals’

‘Markets at the Bottom of the Pyramid are fundamentally new sources of growth for multinationals’ (Prahalad and Hammond, 2002).
Define the concept of Bottom of the Pyramid and explain the ways in which MNEs can effectively target the Bottom of the Pyramid market segment. Why the urban Bottom of the Pyramid market is more attractive for multinational enterprises than the rural Bottom of the Pyramid market. In addition, discuss the most appropriate marketing strategy for the urban Bottom of the Pyramid market. How multinationals can thrive in this low-income market. Discuss also the limitations of the concept. Illustrate your answer with examples.

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