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REFLECTION ON INTERNATIONAL MARKETING - Essay Example

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REFLECTION ON INTERNATIONAL MARKETING

Additionally, international markets are characterised by a wide range of market forces that may limit the success of particular products that do not conform to the market forces. Some of the pertinent issues that may affect the success of a product in the market includes the skin colour of the people, their cultural aspects, and even their general attitude towards specific products. For instance, in Asia, the idea of a bright skin colour is a sensitive issue that influences the sale of beauty products. As such, organizations that consider entering the international market should be prepared to conform to these market forces to avoid the risk of opposition from their potential customers. Unilever is one of the organizations that have faced a market resistance from their sale of skin whitening products in Asia. International marketing strategy demands that an organization conforms to the ethical aspects of the new market to avoid igniting moods and emotions that may affect their operations. In the Asian market, there has been an upsurge of the demand of beauty products, a trend that has attracted many beauty product organizations to venture into this market. McDougall (2013, Para. 2) pointed out that Asia contributes to a large extent to the expanding beauty market that is expected to hit $19.8 billion by the year 2013. In Asia particularly, the market for beauty products has expanded due to the great desire of citizens to lighten their skin as a way of conforming to the notion that dominates in this environment that the bright skin is a symbol for superiority while darker skin symbolizes a suppressed person in the society. In China, India, Japan and Thailand, the people have learnt to associate light skin with beauty, youthfulness and success. Additionally, the demand has heightened due to the change of use of these skin lightening chemicals. Traditionally, these products were used for facial care yet currently the products are used for whole body care. Resultantly, the market is expected to grow rapidly for at least five years in the near future. Consequently, multinational organizations, such as Unilever, have identified this as a potential market for sale of beauty products. However, the organizations seem to have undermined the concept of consumer behaviour that Samli (2013, P. 2) regards as a giant market force in the 12st century business environment. Skin colour has been a controversial issue in the Asian society that has sparked a great debate on the definition of beauty in this market. The nortion that bright people are superior to the white people has lead to a vicious discussion as most activists regard this kind of attitude as an act of discrimination that must be eliminated once and for all in the society. One of the activists against colour discrimination, Nandita, has launched a campaign to declare that “Dark is beautiful” as a way of fighting this issue that has generated mixed emotions in this country (Daily News, 2013, Para. 1). Being a popular actress, Nandita has garnered a lot of public interest among the black people who have shown their support of the campaign to fight against colour and racial discrimination. This campaign is similar to the campaign in Senegal that declares that “Don’t Bleach, black is beautiful” to assert the public that beauty is beyond the skin colour. From this point of view, skin colour is a matter that is likely to influence the consumer behaviour in the Asian market and taking precaution is the only way to ...Show more

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INTERNATIONAL MARKETING Name: Course: Tutor: College: Date: International Marketing Over the last few decades, the business environment has expanded and organizations are venturing into the international markets to gather more customers for their products…
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REFLECTION ON INTERNATIONAL MARKETING essay example
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