University of Phoenix – MKT/450
January 14, 2013
India is the second most populated country in the world, with nearly one billion people. It has the business environment that attracts multinational companies (MNCs) and because of its massive market size and positive business climate, American firms such as General Electric, General Motors, McDonald's, Kellogg's, and Microsoft have recently entered the Indian market. As a result, the country has forged strong commercial interests with the United States, with trade and business relations across many industrial sectors. In fact, the U.S. is India's leading source of technology and her most valuable investor.
In the past 20 years, India has grown in the eyes of the global community from a rural, developing nation to a burgeoning global marketing hub. While India had much guidance from the United States and other global powers, the country has still chosen to follow its own path of business and marketing development. This paper is designed to evaluate India's current marketing environment in comparison with the marketing environment here in the US, citing both nation's similarities and differences (Ramachandran, Raja, 2000).
India is a nation that is on the move towards becoming one of the leaders in the global economy. While the country still has a long way to go, it is making significant strides towards competition with nations such as the United States and England. Indian leaders have been moving towards "a five-point agenda that includes improving the investment climate; developing a comprehensive WTO strategy; reforming agriculture, food processing, and small-scale industry; eliminating red tape; and instituting better corporate governance. These steps are geared to begin India's transformation from a third world nation into a global economic leader. The current marketing environment in India is in transition, with both similarities and differences in comparison to the marketing environment in the US.
The first and likely most complex influence on both nations' marketing is culture. Culture of USA has been a blend of varied influences of the different tribes and races that have inhabited the place from historical times. Capitalism and individualism is what the US holds at the heart of its culture. Americans tend to reward individual efforts rather than the efforts of a group, which has a significant impact on our society. This aspect translates into our marketing, and can be seen in advertising and in business practices, where the underlying focus is usually on competition and individualism.
In comparison, India is a nation that is rich in history and culture. Like the US, India has a mesh of different races, languages, and cultural beliefs. Yet unlike the US, India's people have a long history which influences their culture. The nation has taken full advantage of the technology boom, and has embraced the commercial lifestyle that has taken hold in the 21st century. Yet there is still a divide between the modern urban culture and the rural culture in India, where agricultural dominance is prevalent (Merchant, 1999). The distinguishable thing about India however, is the fact that the younger, up-and-coming generation is embracing consumerism and technological advancement. The willingness for India to become a capitalistic society has helped shoot the nation into the forefront of global commerce. Many American companies, such as IBM and Google, are penetrating the market and enjoying much success (Prasso, 2007). As a result, India has welcomed and embraced many aspects of American business and marketing.
Marketing in India has been advancing over the past 20 years, due to improvements in custom and import...