BUS/330: - Week 3 – Assignment and its answers done….purchase.
Written Assignment
China and India have demonstrated trends toward Western-style consumption over the last
decade. Given the emphasis on the youth market in the US over the last 60 years (since the baby
boom), what can you suggest for marketers in these youth-oriented consumer economies (China
and India)?
Guided Response:

Describe the products (goods and services) that interest these youth markets.

Compare and contrast the micro- and macro-environmental forces that can influence the
marketing strategies for these products (goods and services).

Analyze the marketing strategies of these two countries and compare them with Westernbased consumption marketers (e.g., US).

What opportunity for U.S. companies might you foresee? Support your reasoning.
This assignment is designed to assess your critical thinking, problem solving, and
communication skills. Your paper will be graded for its clarity, relevance, coherence, logic, and
depth.
Your paper must be two to three pages in length (not including a cover page and reference page),
and be formatted in APA style. Your paper must demonstrate that you understand international
influence and micro-environmental and macro-environmental influences on marketing strategy.
You must use your text and at least two additional scholarly sources.
GRADING RUBRIC
Description:
Please pay close attention to the instructor’s requirements, because he grades hard
Total Possible Score: 10.00
Describes Products that Interest Youth Markets in China and India
Total: 2.00
Distinguished - Thoroughly describes products that interest youth markets in China and India.
Effectively incorporates relevant examples and integrates material from the text and other
sources.
Proficient - Sufficiently describes products that interest youth markets in China and India.
Incorporates examples and integrates material from the text and other sources. Minor details are
missing.
Basic - Briefly describes products that interest youth markets in China and India. Somewhat
incorporates examples and integrates material from the text or other sources. Relevant details are
missing.
Below Expectations - Minimally describes products that interest youth markets in China and
India. Fails to incorporate examples and/or appropriately integrate material from the text or other
sources. Significant details are missing.
Non-Performance - The description of products that interest youth markets in China and India is
either nonexistent or lacks the components described in the assignment instructions.
Compares and Contrasts the Micro- and Macro-Environmental Forces that Influence Market
Strategies for the Selected Products
Total: 2.00
Distinguished - Comprehensively compares and contrasts the micro- and macro-environmental
forces that influence market strategies for the selected products. Effectively incorporates relevant
examples and integrates material from the text and other scholarly sources.
Proficient - Sufficiently compares and contrasts the micro- and macro-environmental forces that
influence market strategies for the selected products. Incorporates examples and integrates
material from the text and other scholarly sources. Minor details are missing.
Basic - Minimally compares and contrasts the micro- and macro-environmental forces that
influence market strategies for the selected products. Somewhat incorporates examples and
integrates material from the text and other sources. Relevant details are missing.
Below Expectations - Attempts to compare and contrast the micro- and macro-environmental
forces that influence market strategies for the selected products; however, the relationship
between the two environments is not established, and the comparison is significantly limited and
lacks detail. Fails to incorporate examples or integrate material from the text and other sources.
Non-Performance - The comparison of the micro- and macro-environmental forces is nonexistent
or lacks the components described in the assignment instructions.
Analyzes Market Strategies of China and India and Compares them with Western-Based
Consumption Markets
Total: 2.50
Distinguished - Comprehensively analyzes the market strategies of China and India and
thoroughly compares them with Western-based consumption markets such as the United States.
Effectively incorporates examples and concepts from the text and other scholarly sources.
Proficient - Analyzes the market strategies of China and India and compares them with Westernbased consumption markets such as the United States. Incorporates examples and concepts from
the text and other scholarly sources. The analysis is slightly underdeveloped.
Basic - Minimally analyzes the market strategies of China and India and compares them with
Western-based consumption markets such as the United States. Somewhat incorporates examples
and concepts from the text or other scholarly sources. The analysis is underdeveloped.
Below Expectations - Briefly analyzes the market strategies of China and India. May not
compare them with Western-based consumption markets. Fails to incorporate examples and
concepts from the text or other scholarly sources. The analysis is significantly underdeveloped.
Non-Performance - The analysis of the markets in China and India and comparison to other
Western-based consumption markets such as the United States are non-existent or lack the
components described in the assignment instructions.
Identifies Opportunities for U.S Markets
Total: 1.50
Distinguished - Identifies a thorough list of opportunities for U.S. markets and provides
substantive reasoning that supports the statements.
Proficient - Identifies a list of opportunities for U.S markets and provides reasoning to support
the statements.
Basic - Identifies a brief list of opportunities for the U.S. markets and provides minimal
reasoning to support the statements.
Below Expectations - Attempts to identify opportunities for the U.S markets; however, the
opportunities identified are inaccurate or reasoning to support the statements is not provided.
Non-Performance - The identification of opportunities for U.S. markets is non-existent or lacks
the components described in the assignment instructions.
Critical Thinking: Evidence
Total: 0.50
Distinguished - Employs persuasive information from credible sources to develop an ample
analysis or synthesis of the topic. Viewpoints of experts are scrutinized thoroughly.
Proficient - Employs applicable information from credible sources to develop an analysis of the
topic.
Basic - Identifies applicable information from credible sources, but may neglect the application
of such information toward the analysis of the topic.
Below Expectations - Displays information from external sources, but such information may lack
credibility and/or relevance. Neglects the application of such information toward the analysis of
the topic.
Non-Performance - The assignment is either nonexistent or lacks the components described in
the instructions.
Integrative Learning: Connections to Experience
Total: 0.50
Distinguished - Creates meaningful correlations among experiences outside of the classroom to
deepen understanding of field of study and to broaden own viewpoints.
Proficient - Compares life experiences and academic knowledge to distinguish differences and
similarities while acknowledging perspectives other than own.
Basic - Recognizes correlation between life experiences, academic texts, and ideas perceived as
similar and related to own interests.
Below Expectations - Briefly comments about connections between life experiences and
academic texts.
Non-Performance - The assignment is either nonexistent or lacks the components described in
the instructions.
Written Communication: Control of Syntax and Mechanics
Total: 0.25
Distinguished - Displays meticulous comprehension and organization of syntax and mechanics,
such as spelling and grammar. Written work contains no errors, and is very easy to understand.
Proficient - Displays comprehension and organization of syntax and mechanics, such as spelling
and grammar. Written work contains only a few minor errors, and is mostly easy to understand.
Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar.
Written work contains a few errors, which may slightly distract the reader.
Below Expectations - Fails to display basic comprehension of syntax or mechanics, such as
spelling and grammar. Written work contains major errors, which distract the reader.
Non-Performance - The assignment is either nonexistent or lacks the components described in
the instructions.
Written Communication: APA Formatting
Total: 0.25
Distinguished - Accurately uses APA formatting consistently throughout the paper, title page,
and reference page.
Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few
minor errors.
Basic - Exhibits basic knowledge of APA formatting throughout the paper. However, layout does
not meet all APA requirements.
Below Expectations - Fails to exhibit basic knowledge of APA formatting. There are frequent
errors, making the layout difficult to distinguish as APA.
Non-Performance - The assignment is either nonexistent or lacks the components described in
the instructions.
Written Communication: Page Requirement
Total: 0.25
Distinguished - The paper meets the specific page requirement stipulated in the assignment
description.
Proficient - The paper closely meets the page requirement stipulated in the assignment
description.
Basic - The paper meets over half of the page requirement stipulated in the assignment
description.
Below Expectations - A fraction of the page requirement is completed.
Non-Performance - The assignment is either nonexistent or lacks the components described in
the instructions.
Written Communication: Resource Requirement
Total: 0.25
Distinguished - Uses more than the required number of scholarly sources, providing compelling
evidence to support ideas. All sources on the reference page are used and cited correctly within
the body of the assignment.
Proficient - Uses required number of scholarly sources to support ideas. All sources on the
reference page are used and cited correctly within the body of the assignment.
Basic - Uses less than the required number of sources to support ideas. Some sources may not be
scholarly. Most sources on the reference page are used within the body of the assignment.
Citations may not be formatted correctly.
Below Expectations - Uses inadequate number of sources that provide little or no support for
ideas. Sources used may not be scholarly. Most sources on the reference page are not used within
the body of the assignment. Citations are not formatted correctly.
Non-Performance - The assignment is either nonexistent or lacks the components described in
the instructions.
Introduction
The international market is flooded with western beliefs and designs. This means their
technology is extended to the products and services circulating in the global markets. Examples of
such philosophies and ideas is the introduction of profligate foods and holiday spots in Asia and
France. The companies whose wish is to market globally need to not only see a massive open
market available to them but also be cautious to explore and completely research on the foreign
markets and build treaties. This procedures need to be adhered to before even thinking of a market
plan for the countries wished to a target. It also involves developing well-rounded plans for the
new amalgam of consumers globally [1].
Description of the products (goods and services) that interest these youth markets.
Because of varied reality of both nations, it is hard to determine what goods and services
all young people desire. For example, what a youth from an urban area wants is different from
what a youth from a village desires. Cars and cellphones are examples of the products that are
consumed by both nations and younger consumer is the target [2]. On the other hand, American
food brands like KFC, Domino's, and Pizza Hut are rapidly developing in both nations to function
as testimony to this
One popular Services is McDonald’s. Every youth loves the burger and accessibility of the
golden arches. Trademark names need to comprehend that new consumers will speak of a brand
such as “Nike” as a good shoe hitherto turn and ask what is the brand doing to fix the child labor
in developing nations. .
Marketers in China resemble the Chinese youth in the sense that they must balance western
ideas mixed in regard to Chinese traditions [3]. McDonald’s and Coke have seen the acceptable
points that china’s youth and young adults respect. Along with the NBA they focus on four points;
Music, technology, sports, and fashion. Young Chinese in china do not look at selfishness like the
way American children would. This is glared on and seen as insecure and this trend neglected in
the marketing profiles in china. Coke is associating with a popular girl’s band in china mixing in
NBA star Liu Xiang and World of Warcraft to publicize a plastic bottle with the athletes and the
singers dressed like WOW characters. The coke marketers have created posters, saturating game
rooms with the brand and thus driving sales up.
Comparing and contrasting the micro- and macro-environmental forces that can influence
the marketing strategies for these products (goods and services).
Macro enables us know the changes in the social developments and the changes that makes a
company understand the need of change. In the case of McDonalds, they see a transition in a
culture, away from fatty foods as they have substituted with more healthy options like milk, juice,
etc. In India, McDonalds may not consider selling 100% pure meat pie instead; they push for
chicken and salads [3]. By responding this way, to meet the society needs, a company increases
the consumer base in that area of the world.
In the Micro category if Nike fails in one part of the circle, for example, consumers views
that as failing too. The society might have believed what the consumer wants, maybe in some
sections of Africa the society glares on shoes as extravagant and only wants sandals to be worn,
so Nike promotes sandals that society would see fitting for consumers to buy. This could be
realized through the R&D of the company and this is called the Micro problem to be resolved
[4].
Analyzing the marketing strategies of these two countries and comparing them with
Western-based consumption marketers (e.g., US).
There is no common ground level to match all marketing strategies when brands are in
other nation. One technique in China might not function in India, although most of the encounters
appear the same. The emerging company must continually grow within the country [2]. Furniture
for example IKEA, which is opened into the Chinese market, must adapt too many western
thinking.
In china that which is cheaper is considered better while in America smaller and more
compact furniture is better. IKEA has observed that India is different from America and they rely
on public transportation unlike most Americans where almost everyone own a car. IKEA situated
the shops in rural places in china. They also positioned on train and bus lines. The rules, store
locations and adaption of the furniture for China and India are similar.
In India, companies find laws difficult to pass and complex since they originate from
different governing positions. For china, laws and regulations are firm but less complex. The rules
in India are so high that many retailers find it hard to meet them without transferring cost to
consumers [5].
What opportunity for U.S. companies might you foresee? Support your reasoning.
U.S. Companies wishing to enter into either China or India Market should be doing
innovative R&D. Market hurdles in China prevent most American companies from carrying out
successful businesses in China. Exporting to India and China is expensive and time consuming.
By the time a product is approved for export, it has become uncompetitive. Most companies know
that by being closer to their consumers and being in the same location will lead to a good business.
Service companies must be close to its consumers for example in china it is difficult to sell a
service if you are located in Toledo OH.
For China and American companies to prosper
continuously, a bilateral investment treaty should be on their plan. China and India are enormously
becoming worldwide giants each in various ways for example India is advancing in software and
advanced PC systems. The two are converging to lower internet and communication
costs. International businesses have their designs implemented in china with India software. On
the other hand, China maintains low cost factories in combination with India’s lower cost of
laboratories that leads to a perfect mix [2].
According to corporate America, it is a good idea but the true West sees redundancies and
lower take-home pay in the wake of the new China and India progress. On the other hand,
therefore, both nations have preserved their economic growth while preventing the U.S. from
competing within those countries. China and India, for example, produce more engineers than the
U.S and the assistances they make in medicine, and materials helps almost everyone. China and
India contributions is continuing to strengthen and grow.
CONCLUSION
In conclusion, both China and India will become major disruptors in workforces,
Industries, companies, as well the markets in unimaginable degree all over the world in future. In
America, we see the likes of such disturbances perplexing U.S. to its core. Americas total trade
systems will be disturbed and confidence shaken. As Americans, we need to learn to look past the
trauma of China and India’s rise and instead we must minimize our hopes and manage
ourselves. There is need to view China and India as either an opportunity to jump on for
growth. America needs to view this new growth with an open mind just similar to Europe was a
century ago.
References
[1] S. White, Principles of Marketing, 1st ed., San Diego: CA: Bridgepoint
Education, Inc., 2012.
[2] E. Ludwig, Financial regulation in post reform era., 2005.
[3] Madden, "Reaching china's youth a balancing act.," in Advertising Age, china,
2005.
[4] McDonald's plans over $1 billion expansion in Asia/Pacific.. [Performance].
PR Newswire, 1998, Apr 09.
[5] Myers T., The pecking order of cross border investment. Corporate financing
and investing decision., 1984.