StudentShare solutions
Triangle menu


Nobody downloaded yet

Extract of sample

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


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…
Author : zboncakrandy
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

International Tourism Marketing
Today, tourism is a populous global leisure activity (Akehurst, 2009:51). There is increased growth in number of tourists taking their leisure activities in t different parts of globe. For instance, year 2010 witnessed a worldwide international tourist arrival, which amounted to over 940 million.
16 pages (4000 words) Essay
International Marketing Report
They popularly used the nickname; the Sonny boys since they are the ones who came up with this outstanding innovation saw the light of the day in the late 1950s when the two decided to go commercial with the Sony concept. It is among the leading assemblers of electronic gadgets for both consumers and the professional markets.
12 pages (3000 words) Essay
International marketing plan
and. The company is currently focusing on international expansion strategy and it has established 316 stores in many world markets. IKEA has entered into China, Japan and Singapore and company is currently considering entering into Indian market. Pakistan furniture industry also appears to be a good option for IKEA.
14 pages (3500 words) Essay
International marketing management
Polaroid Corporation has been making polarized sunglasses for about 70 years. They were the first to mass produce polarized lenses. They did not restrict their production to sunglasses but also to the production of camera lenses among others. Their success was brought about by the fact that wearing sunglasses was perceived by society to be cool.
3 pages (750 words) Essay
International Marketing Class Reflection Paper
grade and although there was an initial disappointment, as I had researched a lot for this paper, but I then realized how much this assessment has taught me. The grading standard of my instructor is meant to bring out the best in the students. It has made me keener to study the
3 pages (750 words) Essay
Reflection of Class International Marketing
It is nice to know how marketing has evolved from being concentrated in the local economies to the larger international scope as the world is becoming more integrated. At the end of the class, I can
2 pages (500 words) Essay
International Strategic Marketing
ive industry namely, Ford Motor Company (Ford), General Motors Corporation (GM) and DaimlerChrysler (DC) played a prominent role in the evolution of the automotive industry till the 1990s. The automotive industry is the most globalized in the world and it has undergone
20 pages (5000 words) Essay
International Marketing w6
A pro active business entity should not only anticipate change but it also have to take measures to shape impending alterations top technological developments (Berdnarz 2002, 1). Linus Osuagwu a senior lecturer at
2 pages (500 words) Essay
International marketing
Its customer base includes public institutions, healthcare sector, international organizations and agriculture institutions. This apart it also targets small and medium-sized enterprises and
12 pages (3000 words) Essay
International marketing
The promotional mix, as a communication tool, here includes advertising, public relations, personal selling, exhibitions, sales promotions, and direct marketing, which are
8 pages (2000 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Let us find you another Essay on topic REFLECTION ON INTERNATIONAL MARKETING for FREE!
Contact us:
Contact Us Now
  • About StudentShare

  • Testimonials

  • FAQ

  • Blog

  • Free Essays
  • New Essays
  • Essays

  • The Newest Essay Topics
Join us:
Contact Us