In the beginning it was craft era, followed by mass production which involved production of goods and services in standardized manner on large scales, this concept was mastered by Henry Ford (Model T) and others in 1910 and 1920’s and it peaked after World wars to meet the demands (mass consumption) and it was this mass production that eventually led to the demise of Ford (by General Motors’ who offered new designs on annual basis with lots of variations). That General Motors’ move was definitely a step towards era of mass customization where the output was based on market needs and desires like the collaborative customization we find that commonly in online apparel dealer websites where they offer much more flexibility and customization in terms of design, fabric, color etc. likewise adaptive customization by Dell and many others the concept is still widely practiced but now the whole market is moving into another phase that is the ‘mass choice”. My point about choice is not from perspective of buyer/customer only but it is also from the perspective of seller or manufacturer.
The mass choice is all about the options in terms of products, over all strategies especially marketing strategies available to a manufacturer and level of options and choices available to the middle man that not only include the traditional middle man but also all the interest groups, market regulators that include governments, different unions that can influence your marketing strategy plus all these factors have given the buyer the option of mass choice like the government regulations may allow certain other manufacturers to get into a particular sector, especially this has increased with the advent of global village phenomena. I have collected few points that has contributed to the mass choice of buyers/customers (by the buyers I mean business buyers and government buyers) so let’s get to it.
Factors that conceived the mass choice
1. Technology: Advancements in technology has propelled the phenomena of globalization where the World Wide Web has been the core source of mass distribution of information around the globe making the global market aware of all the available products with few clicks. Information is key in making decision about anything be it political move, resolving a conflict, disapproving or accepting different ideologies or buying/selling any product. Now if your market is just few clicks away from getting information and that too is highly rich this would definitely affect the position or mindset of any customer about your product.
Likewise as the technology has been improved global economies have heavily invested in it to benefit from it thus making market highly competitive just look at China, Japan, India, Hungary, Taiwan, Malaysia, Turkey etc if they are competing globally that means they are adopting according to global standards that also include technology benchmarks.
2. Globalization: Technology has also contributed in huge grants to globalization phenomena, now people can travel from one corner of world to other in short durations thus enhancing their reception of other cultures, societies, norms and life styles plus making them blend their own that is creating a global super culture that is global, diverse. Now a person may start day with Russian cuisine launch with Italian while at end of the day dining on Chinese. This just show the level of mass choice an individual have when it comes to food, imagine that in dresses, in organization types, in buying an automobile, in spouse choice, in mobile brand, in automobile model so on and so forth the customer/buyer has a mass choice.
3. Governments: And like I said global economies are investing at great levels to garner the global market benefits thus they have put in place different trade agreements with each other regionally and globally making way easy for one another in their markets and thus causes increase in competitions which then demands changes and flexibilities on part of organizations, companies that are involved in these particular markets in one way or another. The government regulations and different agreement has thus increased the industrial movements in terms of infrastructure, product or services from one market/region to another.
Devising a marketing strategy according to mass choice
How to devise a marketing strategy that is compatible with mass choice I have suggested few steps below that would help any organization to tackle these big challenges.
1. Think Globally
2. Adjust Locally
Think Globally: As company or marketing strategist do consider the following factors when devising the marketing strategy
1. Technology: Keep a close watch on technology advances and developments that would relate to your product or company in one way or another like for instance if you deal in electronic gadgets you should continuously scan globally for tech developments and innovations that would be capable of adding new features or enhancing your product.
2. Market situation: Keep close watch on industrial migration if it increases in your target market that means you are going to face increase competition and other complexities and if it is decreasing that doesn’t mean any good omen either.
3. Immigration: If people are immigrating to your market (region) that suggest opportunity to immigrants in terms of finance, lifestyle, living standards so on and so forth which will give birth to diversification in terms of cultures, investments/businesses and ideologies in the long run so as a market strategist you need to consider that too and if the situation is vice versa than that means you got a lot more trouble to deal with.
4. International position of particular country: This is another aspect that the marketer is required to consider, if the host country or the home country of your business enjoys positive relation with global powers that means more opportunities and threats and if it doesn’t that means less opportunities and more threats. As in case of positive position globally the country might face incoming in terms of other global business and multinationals along with some trade agreements while when things are other way around the home or host country of your business might face lack of supplies, less international trade opportunities and while some opportunities in developing business locally in absence of international competition.
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