Diasporic Entrepreneurship in the Caribbean - Firm Profiles.pdf Vol 2

Telecommunications Firms Location: Anguilla, Antigua & Barbuda, Barbados, British Virgin Islands, Cayman Islands, Dominica, Grenada, Jamaica, Montserrat, St. Kitts & Nevis, St. Lucia, St. Vincent & the Grenadines, and Turks & Caicos. Employment: 3,500 people in the Caribbean. Target Market: 14 Caribbean countries, UK, USA, and Canada Diasporic Market Analysis: LIME taps into the diasporic markets by strategically targeting consumers. A one-size fits all strategy for product development and implementation, but country specific marketing strategies are utilized to target the three (3) principal markets of USA, Canada and UK LIME is set to continue its aggressive grassroots marketing campaign in the Diaspora.1 These economies of scale are targeted directly through media such as mobile and social media. These methods are the most cost effective and efficient way of reaching customers to generate direct sales. LIME knows the significance of Jamaicans locally and overseas, through their 140-year-old tradition of providing service to Jamaicans. The telecommunication company has enhanced this relationship by being a major sponsor of the Fourth Biennial Jamaican Diaspora Convention. LIME Jamaica Chairman, Chris Dehring (2011) noted that LIME shares a very critical common objective with the Diaspora, as the firm “is very passionate about the development of Jamaica”; he reported that LIME found it critical to join forces with the Ministry of Foreign Affairs and Foreign Trade, Jamaica for the staging of the convention. As LIME recognises the need to continuously innovate and respond to the needs of and opportunities presented by the diasporic community, the company has introduced new products that will benefit the Jamaican Diaspora and Jamaicans at home, these are: 1 Carib PR Wire. “LIME Celebrates Labor Day Weekend In New York’s Caribbean Diaspora.” . http://caribpr.com/lime-celebrates-labor-day-weekend-innew-york’s-caribbean-diaspora/ (accessed March 7, 2014). 12

Diasporic Entrepreneurship in the Caribbean - Firm Profiles.pdf Vol 2 | Page 12