The article “Ethnic Insights at the Heart of a Total Market Strategy”¹ makes the claim “[s]ometimes when we conduct research focused on one ethnic group, our client realizes that the insights emerging from the research are actually relevant across their entire market[.] This is how “ethnic insights” can actually drive a whole strategy—and not just enable the targeting of a narrow segment.” But to some degree I would have to disagree based on the following reasons that it does not easily comply with the value proposition canvas model and how products and services differentiate upon ethnic markets through points of difference and compare in points of parity.

Two common scenarios to expanding market segments to multicultural lengths is global outreach, where a company strives for growth worldwide. Another instance would be to reach growth within a country through other multicultural markets which have not yet been attained.

A worldwide strategy has worked for some companies, such as McDonald’s. They recently advertised their sponsorship for Fifa World Cup through a commercial that depicts difference of cultures but through a common activity, this being soccer.. But trying to find ways to connect consumers from around the world, on not only a physical level but an emotional level, is difficult. For instance, how can one create an ad that is in a different language, then what is spoken in that region, that connects the consumer emotionally to a product or service without using artificial voice over or subtitles.

The worldwide approach may be too farfetched for some companies. The article states a good remark in one which I can relate. “Canadian consumers, especially youth and urban dwellers who tend to celebrate and brag about cultural diversity, expect advertising to reflect the culturally diverse world they live in. Such advertising is often perceived to be more authentic, aware, and engaging.” There is a sense of nationality that can be focused on to unite many diverse cultures throughout Canada. On a national scale it is easier to differentiate points of parity in a brand and what makes a brand more than mainstream through points of difference. Understanding that these boundaries created by culture, produce ethnic markets which have the ability to be malleable and be used to one’s advantage.

^{1 Kathy Cheng and Robin Brown. “Ethnic Insight at the Heart of a Total Market Strategy”. Marketing. Web. Sept. 17, 2014}

We live in a generation of online users, where services and information can be found, conveniently, with a click of a mouse. Netflix, an online service that offers many programs such as television shows and movies, and other online video providers has attracted much attention to whether these internet services should be taxed and if Netflix should contribute to the Canadian audio-visual systems. If so, the question lies, what does it mean for Netflix as a business and for here customers?

Under the Broadcasting Act there states numerous regulations in which industries must contribute to Canadian film and television production and what is allowed for establishing its library content. Netflix is able to offer low cost to consumers because the cost of online video delivery is low relative to the physical delivery of DVD’s. Therefor other Canadian broadcasting networks are feeling the negative effects as they try to maintain revenue. How is it that the CRTC (Canadian Radio-television and Telecommunications Commissions) track the content users stream into their homes, it would be almost impossible. Throughout these hearings that have been held over the conflict, other stakeholders have voiced there opinions. Bringing forth ideas to strengthen broadcasting networks such as allowing customers to pay by individual television channels rather then subscribing to a bundled package. It is unknown at this point in time if networks will go forth with these ideas. Being an avid user of the service, I have reason to believe my opinion is biased towards Netflix. Netflix is a pioneer to the online streaming service and are not a TV broadcasting network and therefore should not fall under the broadcasting act. However, while hearings are still continuing on this topic, Netflix has to respect the conditions of the Broadcasting Act and the CRTC.

Cite

Pedwell, Terry. “Netflix tells CRTC consumers should vote with their dollars”. CBCNews. Web. Sept. 19, 2014

From the data displayed throughout the article the assumption that gender equality within the work place, school or even a prestigious Ivy League University such as Harvard has been reached, is a false pretense. The article predominantly focus on the gap, in wealth and academic success, between males and females. The stereotypical ideology how “[males] at the top of the heap worked in finance, drove luxury cars and advertised lavish weekend getaways on Instagram”, whereas women were treated with less respect and did poorly in class participation when up against their male peers. When placing such an Ivy League university under the microscope the results were not so prestigious. Women were being scrutinized not only for the test scores they receive, a measure of their intellect, but how they dressed and acted. The article highlights “women, especially single women, often felt they had to choose between academic and social success.” It is unfair, however, to make the statement that Harvard being a highly prestigious institute, strong social barriers tend to suppress women as they lack the confidence many males discover with their time at Harvard. It may be true in some cases but in the past generation with the growing interest on the topic there is more data and surveys. Some show females are better investors and some have information detailing what jobs women outperform males in. Being a female earning a degree at competitive business school, I believe I have the same opportunities. It’s what you make of those opportunities, the mindset you establish for yourself and how you carry yourself, is what determines your future goals and successes

The following video is a short representation of how this generation sees the controversy and if it effects there daily lives at Harvard.

Video: Millennials, NYTimes

Cite

Kantor, Jodi. ”Harvard Business School Case Study: Gender Equity.” The New York Times. September 7, 2013