Over the years, most companies have been making more effort to remain competitive and, most importantly, increase their market size. One of the ways to achieve this goal is mainly through international operations. However, most of the organizations, particularly those from the United States, continue to face a lot of challenges as they seek to export their goods and services to different regions globally. Therefore, anti-American sentiment has been a challenging issue affecting how most organizations in America struggle to export their goods or services to specific regions, particularly the Middle East and Asia. However, segments in these regions show potential and effectiveness in dealing with and responding to such situations. These segments tend to identify with urban youth culture in the United States, particularly the world of rap and, most importantly, hip-hop. Technically, this types of identification play an important role in reducing and, most importantly, mitigating hostility towards most companies from the United States (Towns, 2014). Besides, it also helps increase the desire of people in these regions to buy brand goods and services new from America for most organizations focused on increasing their market sizes globally.
Urban subculture associations present an important market power for most companies. Therefore, different companies have decided to make different commercials, most of which feature specific artists in rap and hip-hop. The primary goal, in this case, is to ensure effectiveness and positive outcomes in the ability of these organizations to capitalize on the power of these urban subcultures in different states globally. Technically, the focus of these companies is to pinpoint specific receptive urban subcultures while using unique and reliable non-traditional marketing processes that help in reaching out to most people in different states (Towns, 2014). As a result, this has become one of the most effective ways for companies to ensure they enter into the hostile market in different countries, thus increasing their market sizes and competitiveness.
Inconspicuous consumption has become a major issue affecting the marketing process, performance, and most importantly, increase in their sizes. The main reason is that most consumers, particularly elite consumers, continue to experience an increased affinity for discreetly branded luxuries. Some traditional lines related to specific brands do not show wealth, decreasing the possibility of people buying or using them in general (Wilson et al. 2015). As a result, this has become a major issue, particularly for organizations betting on conspicuous branding. Technically, strategies used by most organizations are mainly based on consumers’ buying behaviors, particularly in signaling their social status.
To solve such issues, some of the best-performing organizations have considered downsizing their logos, hiding them, and in some cases, making them optional. Besides, these organizations have also changed how they operate and how they relate to people in different socioeconomic classes (Wilson et al. 2015). Rebranding around utility, experiences, and artistry has also become a major focus. In this case, the primary focus is particularly on artisans behind most organizations’ products, ensuring tasteful stories and, most importantly, providing services of high quality to all consumers. Such measures and behaviors continue to grow rapidly in different states, particularly in China. Most organizations have also focused on ensuring their increase their visibility and availability to customers, which play an important role in providing more reliable value to different segments of consumers. Investments in online videos and marketing are also critical as they help create an emotional connection with different customer segments worldwide.
References
Towns, M. M. (2014). How urban culture transcends borders. Harvard business review, 92(3), 24-25.
Wilson, J., Eckhardt, G., & Belk, R. (2015). Luxury branding below the radar. Harvard Business Review, 26-27.
Leave a Reply