The global youth market (with a case study about Converse)

Résumé du document

Hassan and Prevel in 1991, defined the global marketing segmentation ‘as the process of identifying specific segments- whether they be country groups or individual consumer groups- of potential consumers with homogeneous attributes who are likely to exhibit similar responses to a company's marketing mix'. Most of all, nowadays, according to Hollensen in 2004 ‘youth is becoming more homogeneous across national markets; youth cultures are more international than national'. Generally speaking, the cross border segmentation is ‘regional or even global segments and it offers standardization opportunities'; for example, the youth or business markets, the green consumer. However, segments can differ from country to country, or can have similarities between segments that cut cross across national boundaries. The process of market segmentation begins with the choice of one or more variables to use as a basis for grouping customers. Global segments are used to identify, define, understand and respond to customer wants and needs on a worldwide, rather than strictly local, basis. This cross border segmentation allows to global brands different (many) occasions to go across the globe. According to Hachette Oxford dictionary: global means: “pertaining to the whole world; worldwide; universal”.

Extraits

[...] and the global youth market Introduction Converse was established in 1908 in Massachusetts, nowadays, it is a totally owned subsidiary of Nike Inc. The Converse brand built its famous reputation as ‘America's Original Sport Company' and has been associated with legendary shoes: Chuck Taylor, All Star shoe, the Jack Purcell shoe and the One Star shoe. Today, Converse offer a diverse portfolio with men and women's footwear and clothes. Such an old brand but in our day Converse is know by youth people thanks to a new strategy and attractive products. [...]

[...] They found that Maori individuals have a variety of cultural characteristics and live in a number of cultural and socio- economic realities. The relevance of traditional values is not the same for all Maori and it can't be assumed that all Maori wish to define their ethnic identity according to classical tribal constructs. For example, for some Maori's, belonging to a sporting group is just as important as belonging to a tribal group. Identity is a personal choice and that must be respected (Fitzgerald 2000). [...]

[...] Conclusion Since 1923, Converse sold 900 millions of shoes; the global brand tries to innovate with the inspiration of youth generations, they can realize commercial spots of 24 seconds, then the brand had 6 seconds of information about the product. Young people can have their own shoes personalize thanks to numerous models of shoes. The brand will endure still many years, with their strategy based on youth generation. Bibliography and referencing Books Brake, M. (1990) Comparative youth culture: the sociology of youth cultures and youth subcultures in America, Britain and Canada. London: Routledge. Chee, H. [...]

[...] Hines, T. (2007) Fashion marketing: contemporary issues. 2nd edn. London: Butterworth-Heinemann. Hollensen, S. (2007) Global marketing: a decision-oriented approach. 4th edn. Harlow: Financial Times Prentice Hall. Homer, S. (2005) Leisure marketing: a global perspective. [...]

[...] For both groups it will strengthen their understanding about cultural diversity. It will also enable youth to look to the future in a rapidly changing world with a sense of cultural history and thus an identity. For example, in New Zealand, children's centres or ‘language nests' have been created where elders come to speak their native tongue to youth whose parents have lost the language. In the school system there are now 60 Maori language immersion primary schools throughout the country. [...]