Over the last decade China and India have adopted trends from western-styles. These are two heavily populated countries and their youth are gravitate more to western styles. There are many goods and services that can be offered to their marketers. This paper will describe the products that interest these youth markets. Compare and contrast the micro- and macro-environmental forces that influence the marketing strategies for these goods and services. Analyze the marketing strategies of these two countries and compare them with the U.S. consumption marketers. And finally, what opportunity for U.S. companies I might foresee. There have been many advances in technology that can be great examples of western products that interests youth marketers in India as well as China. Advancements like the cell, IPad, and we can’t forget the many gaming devices such as Playstation and Xbox.
Other goods includes, western clothing, “Apparel company Murjani Group is leading the charge, bringing Western labels such as Tommy Hilfiger and Calvin Klein to Indian shoppers.” (Jana, 2007) Along with clothing accessories and perfumes, they’ve also adopted westerner’s love of fast foods as well as the purchase of goods and services via the internet including online learning. “In Eastern education, teachers have absolute authority and the students are not encouraged to question or challenge a teacher’s knowledge (Biggs & Watkins, 1996). On the other hand, in Western education, to challenge a teacher or tutor is seen as part of the self-development process as dialogue and interaction are encouraged in the learning process (Robinson, 1999).” (Xiaojing, et al., 2010) The micro- and macro-environmental forces that influence the marketing strategies for these goods and services include, higher incomes, the Indian and Chinese economy have been recording a yearly economic growth respectively.
This also says, incomes in these two countries have been on the rise as well. More and more young people have enough disposable incomes that will enable them to purchase western products as well as remain trendy. The availability of competition in the market place have also enabled the presence of cheaper western products in both countries, also, more and more western companies such as those from the US are setting up production facilities in the two countries (India and China) because of economic uncertainties in the US as well as the economic boom in India and China.Western products are also readily available in these two countries because of low transportation costs of products from western countries, reduced transaction costs as well as the availability of multiple producers; this has also lowered the prices of western goods and services in the two countries.
Western products such as clothes and electronic products can be easily bought from the U.S. by consumers in India and China via the internet as well as delivered within a few days by use of worldwide delivery services such as UPS and FedEx. There are also changes in lifestyles of young consumers in India and China; there are also changes in consumer trends and changes in consumer tastes and preference on the products that they buy and consume Christoff & Eckersley, 2013) The media has also played an important role in enabling Indian as well as Chinese consumers to choose western products over their home countries products. The media in these two countries have constantly shown images of western products as well as provided information regarding them; this has enabled consumers in the two Asian countries to demand the western products as well as to be aware of the various trends and changes in the market place for western products.
The marketing strategies of these two countries and their comparison with Western-based consumption marketers include, advertising in these two countries can be made via social media, and pricing can be cheaper because of low incomes in these two countries as compared to the incomes in the US. The products can also be available in stores such as supermarkets because internet connectivity in these two countries is low as compared to internet connectivity in the US where marketers can sell their products via the internet. Producers can also set up production facilities in any of the two countries because of cheap labor offered by both the Chinese as well as the Indian workforce; this will help in reducing their production costs as well as the final prices of their products. (Christoff & Eckersley, 2013)
And lastly, the various opportunities that the U.S. companies might foresee are increased demand for their products and services in the two countries due to increased incomes as well as high economic growth. Companies will thus profit as a result of selling western products in the two countries. Due to the increasing rate of internet usage, in the near future, companies can sell their products via the internet; they can also constantly conduct marketing surveys in order to identify consumer taste and preference of consumers in the two countries. In conclusion, I have described the products that interest these youth markets. Compared and contrasted the micro- and macro-environmental forces that influence the marketing strategies for these goods and services. Analyzed the marketing strategies of these two countries and compared them with the U.S. consumption marketers. And lastly, showed what opportunities U.S. companies might foresee.
Jana, R. (2007). India: Bridging the Fashion Culture Gap. Businessweek Online, 21.
Christoff, P. & Eckersley, R. (2013) Globalization and the Environment. Published by Rowman & Littlefield Publishing Group.
Xiaojing, L., Shijuan, L., Seung-hee, L., & Magjuka, R. J. (2010). Cultural Differences in Online Learning: International Student Perceptions. Journal Of Educational Technology & Society, 13(3), 177-188.