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YOUTH MARKETS
Products and Services in the Youth Markets
The products and services that will interest these newly emerging youth markets will first
and foremost have a technological focus, so that they are more integrated in the common life of a
young customer. Impetus on technology will induce comfort and ease of usage, improving on
efficiency. Countries with dynamic economies are in the middle of an information and
technology revolution where sharing of information (data) and mining it is key to market
positioning.
Examples include refrigerators connected to the internet via in-built modems, where from
they derive best power utilization data for the specific temperature the user has set, microwaves
that suggest cooking times based upon the food type and weight, transmitting anonymous user
data on what kind of food is being consumed, logging errors, etc. Services will specially depend
upon networking and the internet to coordinate, more so tomorrow than in the near future even.
They will be focussed upon improving efficiencies and providing ease of living through
technology as young people are quick to adapt to new technologies.
Micro and Macro environmental forces
Major macro-environmental forces that are of concern include politics in China, which is
heavily communist with strong capitalist undertones as well as the socio-cultural environment,
which dominates the buyer psyche in India. Protectionist China is very particular as regards the
message and mode of its conveyance and all advertising needs to be approved before being
broadcast. In India, not hitting the right nerves via advertising can be ineffectual. The marketing
strategies also must take into account the international environment because the two countries
are very wary of international commerce. China has a long list of additional regulations that must
YOUTH MARKETS
be met by foreign companies doing business and India runs on significant kick backs that are
punishable by the FCPA in the US (Carroll & Buchholtz, 2008).
As far as microenvironmental forces are concerned, the nature of the company will help
determine the appropriate marketing strategy. The role of suppliers can be tacit, when the supply
chain is not local. On the other hand, well-organized, organic supply chains can boost marketing
efforts (as in Wal-Mart or McDonald’s) when involved in the efforts. The competitors will
usually be ignored for marketing in a foreign region because the strategy may backfire in the
form of xenophobia directed against one’s own company.
Native Strategies
Native marketing strategies will be more akin to a sense of pride in indigenous goods and
services. Ford, Chevy and GM do so with their β€œall American” epithets when marketing in the
US. Native strategies will also be bolder on account of the greater length of time they have been
exposed to the domestic markets. They may also not be afraid to pioneer new marketing
strategies, for example, taking it to new levels of boldness. The native companies will also deftly
bring out the product or service specifications that make their product such a fit for the particular
market.
Opportunities for US Companies
Opportunities for US companies in both countries derive out of the unmatched quality
standards that US product is renowned for. Besides, connoisseurs and activists will always award
US companies for their adherence to higher ethical and rights standards as opposed to Chinese
and Indian companies that may not have strict bindings on them. Opportunities also derive out of
YOUTH MARKETS
patents equity derived out of trademarks, which can be deftly exploited in a foreign market
(Ambler, Witzel & Xi, 2009).

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