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Written Case Study
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Written Case Study
Summary and Synthesis
Firstly, Nirmalya Kumar and Jan-Benedict E. M. Steenkamp in their book “Diaspora
Marketing” conjecture the diaspora marketing idea that comprises of pursuing the migrant
groups living abroad by promoting their native countries. The authors write that as far as
diaspora markets are concerned, they bring to the table huge benefits due to them displaying
inclined preferences and solidarity bonds with their home countries. They highlight the necessity
of grasping the complexity inherent to diaspora and recommend ethnic, media, and cultural
events for effective tapping into these markets.
Secondly, “A Korean, a Chinese, and an Indian walk into an American bar: Tapping the
Asian-American Goldmine” by Steven Chen, Yuna Kim, and Chiranjeev Kohli, however, the
main scope is the Asian-Americans population in India. The Asian Americans are presented as
the rising economic population who bring the color and diversity among the Asian-Americans
group that consists of the various ethnicities, cultures, and consumption patterns. They contend
that companies should employ a sensitive approach in engaging the Asian-American consumer
while keeping in mind their predefined preferences, values and norms yet without being overly
stereotyping.
Connection of the Arguments
While examining both articles together, the message which underlines each of them
becomes clear: this understanding and the culture of the targeting customer groups are the key
points of the efficient marketing strategy. This contrasts with “Diaspora Marketing”, which locks
its focus on an immigrant community living abroad, this plot narrows down to the particular
situation in which Asian American population lives in America. Regardless, both articles point
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out the need for the application of sophisticated solutions which is a not only an attempt to break
deeper into the cultural stereotypes but also a way to gain a better understanding of customer
base and reach the full potential.
Evaluating
This section will be centered on the “Diaspora Marketing” whose contributors are
Nirmalya Kumar and Jan-Benedict E.M. Steenkamp. Basically, I find their approach to exporting
to the diaspora markets a very plausible idea for business operations. They render to the point the
possible cause of travelers holding another country’s citizenship, thus highlighting the
significance of cultural ties and love these diaspora people feel to the country they were born.
Through a culturally driven approach, entrepreneurs can create successful companies from the
unique market of the underlying niche minority customers (Kumar & Steenkamp, 2013).
Consequently, the writers explain that the fact that diaspora groups is distinctive therefore the
approach of “one size fits all” isn’t going to work. For a case in point, immigrant community is
diverse and multi-faceted which is meant to be the gateway to the development of unique
marketing scheme that takes “cultural sensibility and consumption behavior” into account for
each particular immigrant community.
I also like how the authors ignores the challenges and the complexities in the diaspora
marketing. A perceived success in entering diaspora markets shows that the strategic choice was
based on in-depth knowledge of the culture and aversion to blunders or cultural
misunderstandings. In these situations, the competition for businesses can become intramural;
they may battle against the traditional businesses within the diaspora which calls for a strategic
differentiation and distinguishing values propositions (Kumar & Steenkamp, 2013). In
conclusion, proactive diaspora marketing plans that have got to do with market research,
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translation, and culture adaptation may likely be cost-intensive. Diaspora markets targeted for
investments are not free from the challenges. Though a huge risk lies ahead, numerous benefits
await those who accomplish this so, doing business can sustain a worldwide impart to them and
capitalize on global consumption.
Analysis
The Axios map appears to have different colors, which represent switching from one
demographic grouping to another in different areas in America. When you are navigating the
years one by one, you can see how the color of racial and ethnic groups varies between those
counties as race and ethnic groups increase in some areas and decrease in others. As for Southern
California, which Los Angeles, San Bernardino, Riverside and Orange County comprise, the
changes stand out very much (Axios, 2019). These regions definitely have saw enormous rises in
Hispanic and Asian demographic which, in turn, led to the overall diversification of these areas.
As these shifts are progressing, they are remaking the social, political and cultural topography of
the US.
After going through the entire article, one of the things that make it exceptional is the
estimate that the whole population of the United States under the ages of 18 this upcoming year
will be majorly comprised of non-whites. This figure clearly speaks about the youthful
development of the country and also what the future entails. Likewise, it illustrates the possible
impacts of such demographic transformations such as growing racial conflicts and increasing
political polarization (Axios, 2019). What I find interesting is that the impact of demographic
change on national identity, politics, and generations mixing is incredible, and, as a result, things
that make Americans American are reevaluated. The report sends the message that tackling the
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problems of diversity, inclusion, and equality is paramount in ensuring the country has a peaceful
and thriving future.
Creating
If we look at (pursuing) the demographics and market dynamics, we understand the
reason why it is needed to make our company Hispanic-oriented both at home and
internationally. The Hispanic market growth of the United States is still significant and, hence,
their ability to affect consumer trends and statistics of consumerism becomes more powerful.
Also, the concept of diaspora marketing, highlighted in the review, is still applicable, therefore,
beyond the boundaries marketing to the national diaspora community living abroad is the best
strategy for this expansion (Kumar & Steenkamp, 2013). However, we should understand that
the Hispanic segment is not a soulless mass having different backgrounds, cultures and tastes.
Latinos as a whole can be a reliable audience; however, it is important to have a targeted and
detailed strategy for different sub groups, considering that they represent more variety.
Furthermore, marketing often is based on lifestyle and value segmentation, which aims at
specific communities like Hispanics. With this technique, one gets to know the underlying
factors that influence consumer behavior, nevertheless, not these factors are the only influential
factors. Through the study of universal psychographic features of consumers, marketers can
tailor their messages and services to particular groups of consumers, thus creating bonds at the
level of meaning, leading to brand loyalty.
To create good brand value within Hispanic community, advertisers need to base their
approach around authenticity, inclusivity, and cultural sensitivity. It actually takes form by
getting close with the traditions, values and needs of the communities and then incorporating
these findings into goods and services which are supposed to be marketed and customer
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experiences. Deserving relationships of belief and friendship of Hispanic consumers by showing
respect and trust of them, they will attract them to the brand for a long time period and make
them an ambassador of the brand. Nonetheless, marketers do commit the wrong when they
generalize by applying stereotypes, cultural appropriation or tokenism. As well, they could
deceive the ethnic groups by not having the skills to adjust their communication to the needs and
desires of the varied ethnic groups (Chen et al., 2017). Besides, it will have an alienated
consumer, and serious consequences on the brand reputation, more likely the backlash which the
results in the lost opportunities. Therefore, marketers will now be forced to get real knowledge,
empathy, and cultural representation as they interact with different ethnic and cultural groups.
At this age, it will be my peer group that will be ideologically and ethnically inclined ;
therefore, I will choose brands which resemble the same values and lifestyles as mine. For
example, issuing an add that presents various groups in an authentic manner and also includes
different cultures will portray that the company values diversity and different cultural
backgrounds. On the contrary, I would not consider the brands that fail to incorporate rich
cultural themes or are just expressing a tokenistic approach. In contrast to broad advertising
which is not aimed at creating a personal relationship with people from different groups. These
organizations offering such awareness not only about social movements, but also cultural
nuances, and inclusivity can be clearly defined as competitors. The brands like these simply
takes the customer’s trust and loyalty for a long time period.
Conclusion
To conclude, whereas branding specifically to ethnic groups, e.g. Hispanic population can
be one of the best opportunities for marketers, it strongly has to be done with much thought and
deeply-oriented cultural sensitivity. Knowing these communities means understanding the unique
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needs, cheerfulness, and integrity which differentiates the various ethnic communities. Marketers
need this level of understanding to not only build positive brand value but also to create the
needed connection with the consumer. Therefore, geo-cultural targeting can culminate in brand
reputation damage and loss of key consumer blocs. Consequently, promoting true community
involvement, fairness and respect for cultural diversity, helps strive for enduring consumer
relationships in the world where the market is less and less mono-lingual one.
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References
Axios. (2019). America’s Majority Minority Future. https://www.axios.com/2019/04/29/whenamerican-minorities-become-the-majority
Chen, S., Kim, Y., & Kohli, C. (2017). A Korean, a Chinese, and an Indian walk into an
American bar: Tapping the Asian-American goldmine. Business Horizons, 60(1), 91-100.
Kumar, N., & Steenkamp, J. B. E. (2013). Diaspora marketing. Harvard Business
Review, 91(10), 127.