Give your customers what they want within the boundaries of what doesn’t blow your budget.

If we can’t meet those needs comfortably, we should steer away from it altogether.

Often times, many companies tried to emulate their market leaders & counterparts in a fierce battle to outdo one another in market share.
The eventual losers are often those who can’t afford to lose right from the start. The winners are usually the ones who already have the mettle to play the game in the first place.
A&P in a country with no critical mass is more easily played by the big boys. Most MNCs here actually lose money just to have a presence in the country. The pie is small, the pieces are plentiful. Open market is consumer’s market. Unless of course you have a winning product ! Elixir to cure AIDs or something along that line….