Cultural Adaptation

Topics: Honda, Toyota, Automotive industry Pages: 22 (7615 words) Published: March 14, 2010

Cultural Adaptation explores how creative ideas are packaged and nationalised to meet local taste, maps the cultural economy of adaptation in entertainment media ranging from motion pictures to mobile phones, and even probes the role of cultural recipes and formats in mutating participatory experiences of theme parks and sporting spectacles. Written in a lively and accessible manner, the book also provides insight into remaking in lifestyle and consumption cultures including fashion, food, drink, and gambling. Essential for communication, cultural, media, leisure and consumption studies scholars and students alike, this book opens up important new perspectives on how we understand global creativity. This project gives a detailed how the two countries USA and JAPAN top three manufacturers has entered the market of each other through cultural adaptation.

US Top Three Car Manufactures
The following are the three largest car manufacturing companies in US. 1. General Motors
2. DaimlerChrysler
3. Ford

GM ranked No. 1 among global automakers in total annual revenue, with $193.5 billion last year, DaimlerChrysler with $176.6 billion, Ford with $171.7 billion.

Marketing Strategy in Japan
Japanese consumers simply love new and innovative products, perhaps in response to the rapid modernization that Japan has seen in the post-war era. A common strategy for a Japanese company or an American company wanting to target the Japanese market is to attempt to fill every niche, or to accommodate every possible desire that a consumer may have for variation, the idea being that such a strategy will result in a larger total share of the market.

One of the biggest competitive strategies in Japanese business is variety, much more than in the West, and Japanese consumers respond well to it. Product variations, like Pepsi White and the dozens of other soft drink variations that Suntory has come up with are typically created and introduced quickly. The same strategy is used by other companies as well, in other food and beverage products, electronics, and even in the automotive industry. The following points should consider while entering to Japan market. Intuition versus Market Research:

Many companies in Japan rely on common sense and intuition when developing products for launch rather than lengthy and expensive market research. Many companies will often follow their intuition and launch a new product on a small scale and then incrementally scale and improve it based on the feedback they get from actual customers. This makes a lot of sense when consider that a high percentage of new products that flop despite extensive market testing and research. It is extremely difficult to accurately predict consumer behavior as even the best executed research can be dead wrong. Many internet companies take this approach by releasing a beta version of their site and continuously improving upon it. Imitation and Churning:

Japanese companies are very adept at quickly imitating innovations. When one company launches a unique product, the competition is quick to go to market with similar versions. Churning refers to the fast cycle of innovation and imitation. Churning makes it difficult for anyone to maintain a first mover advantage but the positive is that consumers are less afraid to be early adapters since several companies have created a similar product. This helps the whole category to grow and this inherently helps the leader although there is less of a first mover advantage. This also creates an environment that encourages fast adoption of new technology. The Buyer is the Master:

There are obviously many differences in the culture in Japan, and one that can be striking is the relationship between buyer and seller. Too often in the US, the buyer is at the mercy of the seller, take auto mechanics or cell phone carriers for instance. Also, buyers in the US...
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