Language diversity and global media Research Proposal

Language diversity and global media - Research Proposal Example However, a major concern facing advertisers now is the possibility that historical criticisms directed at limited or stereotypical advertising content involving minorities (Westerman, 1989; Wilson and Guitierrez, 1995) may have created a negative atmosphere for these consumers to receive current multicultural marketing communication efforts. Similarly, as in-language media continues to grow, some have come to question the usefulness of general market English language media channels to reach consumers from ethnic minority groups (NCM.com, 2005). Although extensive research since the 1960s has generally acknowledged improvements in the portrayals of minorities in advertising, scholars and practitioners alike still suggest a need for more frequent and more positive portrayals, along with a broader range of roles and a greater degree of accuracy in the portrayals (Taylor and Bang, 1997). Some have suggested that ethnic media--that is, culturally relevant and/or in-language media--may be a better means for successfully reaching and representing ethnic minority consumers than general market English language media (Kalita, 2005; NCM.com, 2005; Yin, 2002) With increasing improvements of minority portrayals in general media and the development of ethnic media, one area that has been largely overlooked in the literature has been how ethnic minorities actually feel about portrayals of themselves in advertising (Green, 1999; Grier and Brumbaugh, 1999; Holland and Gentry, 1999). Attitudes such as these help form the media environment that in turn determines advertising message effectiveness. A meaningful research agenda relevant to today's media landscape should therefore be to find out (1) if ethnic minorities desire more representation and/or more accurate representation in the media and (2) if the historical criticisms have created a generally negative attitude among ethnic minority consumers and thus a difficult media environment within which a rejection of "mainstream" English language media outlets may exist. To address these issues, African and Latin Americans were selected as the focus of a study as they represent the largest ethn ic minority populations in the United States, and these groups have been receiving a significant amount of attention from marketers (Minority Markets Alert IX, 1997). Size, Growth Rates, And Purchasing Power Today, there are just over 281 million Americans in the United States and nearly one in four claims to have non-European ethnicities (U.S. Census Bureau, 2002). In some of the nation's largest cities (e.g., New York City, Los Angeles, Washington, D.C., Atlanta) more than half of the residents are nonwhites, and in some cases up to 70 percent of a large city's population consists of minorities. This demographic shift is predicted to continue with non-European ethnicities expected to exceed 50 percent of the U.S. population by the middle of this century (U.S. Census Bureau, 2002). Therefore, to ensure effective marketing communication, it is necessary that marketers understand all aspects of the various ethnic minority groups, ranging from their size and spending power to media use patterns and beliefs regarding marketing efforts. According to the

Strategic Plan of WalMart Case Study Example | Topics and Well Written Essays - 3000 words

Strategic Plan of WalMart - Case Study Example Wal-Mart Stores, Inc. is both a domestic enterprise, as well as a national discount retailer. They operate retail stores domestically in the US and various international markets. Wal-Mart operates on an "Every Day Low Price" philosophy because they are able to maintain their low price structure through complete expense control. With this philosophy they have proven to be extremely profitable domestically. Their primary task is buying from suppliers at a low cost and then reselling the goods to customers at a low price, to achieve their company philosophy of low prices and great customer service (Nelson Lichtenstein, 2006). Being in the retail industry, Wal-Mart can choose from many suppliers that provide its various stores with inventory, general buyers, and competition; including Kmart, Sears, Target, Costco discount stores also the local mom and pop stores in various neighborhoods. Wal-Mart is spread all over the Europe and this chain running successfully. But Wal-Mart in the city of Bentonville facing is some problems. Although it has many strengths but it has been facing many threats. Evaluating Wal-Marts situation in terms of the SWOT Analysis, where we will view where its strengths, weaknesses, opportunities and threats in terms of its place in the retail industry. Let’s look at what makes Wal-Mart such a dominant force and would break Wal-marts dominance both here and globally by analyzing its position in terms of the SWOT; let’s start by looking at the first part of the SWOT analysis which is the strength of the company. Strengths The strengths of their existing circulation patterns and linkages are good pedestrian orientation around the square and accessibility from other areas of the city. The buildings on the Square are built up to the sidewalk which enhance the pedestrian character. Several entries into downtown help reduce congestion. Also, the schools downtown are within walking distance of a large number of residential areas and walking to school is an option. The redevelopment of the square has provided a central place for community gatherings. The fountain, the confederate soldier statue, the benches, and traditional street lights add to downtown's identity. The statue is a part of the heritage and culture and has been stated as being "a conversational piece". The square is the center for several community activities, such as the Farmer's Market, Pickin' on the Square, and the Art Walk (Weldon Nicholson, 2006). The Wal-Mart General Office brings thousands of people downtown during the week. The Wal-Mart Visitors Center serves to bring people, (approximately 80,000 annually) especially tourists, downtown. Also, Wal-Mart Shareholder's Week provides an economic surge in the spring. Another economic strength is the presence of public services and facilities. The county and city administration offices, especially the courthouse and Bentonville being the county seat serve to anchor the downtown as a place to conduct business. Also, quasi-public businesses, such as Main Street Bentonville, the Chamber of Commerce and the Bentonville Advertising and Promotion Commission have all selected a downtown location. There are also several personal services that are beneficial to the downtown economy, such as the bank, grocery store, and dry cleaners. They serve area residents as well as the thousands of employees working downtown. Recent development activity has sparked an interest in development and location downtown. Two new brick two and three story buildings at SW A Street and SW 8th Street offer office, retail and residential space. The Bentonville Plaza, just south of the Wal-Mart Genera