Chinese Mobile Brands and Cross-Cultural Consumer Behavior
Expected Learning Outcomes
• Appreciate how the perceptions/the cultural and political contexts play a predominant role in viewing ‘foreign’ products/services
• Developing an overview of the factors responsible for a number of Chinese brands (government-owned companies as well as private companies) growing into global brands
• Understanding how foreign brands devise their communication and product strategies in a foreign country and how a latent consumer need can be translated into appropriate business value proposition
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I. Country of Origin, Country of Design and Country of Manufacture
1. What do the terms Country of Origin, Country of Design and Country of Manufacture mean to you? What is their significance from the point of view of Consumer Behavior?
2. Whenever you buy a foreign product, which is the most important factor amongst the following:
(a) Product (b) Price (c) Place (d) Promotion (e) Packaging (f ) Brand
(g) Country of Origin (h) Country of Design (i) Country of Manufacture
3. When you have to choose a product from the following countries, which one would you choose and why?
(a) German automobiles (b) Korean automobiles (c) Finnish automobiles
(d) Japanese electronics (e) Irish electronics (f ) Chinese watches
4. What does “Made In” signify to you?
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II. China’s Global Brands and Global Consumers
1. Name any five Chinese global brands and analyze the same from the viewpoint of Country of Origin, Country of Design and Country of Manufacture i.e., how did these five brands go about building a global brand using either of the three (Country of Origin, Country of Design or Country of Manufacture) platforms?
2. Many argue that Chinese global brands have largely been built on the pent-up demand from China over the decades. Using Michael Porter’s Diamond Model, analyze the global acceptance of Chinese brands.
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III. Chinese Mobile Brands in India
1. It is quoted in the base article that “For long, phones from across the border meant just one thing – cheap rip-offs of Apple and Samsung, with low build quality and poor design”. How do you think the four Chinese mobile phone brands (Xiaomi, Gionee, OPPO Mobile and Lenovo) have overcome the challenge?
2. How do you think these four Chinese brands (Xiaomi, Gionee, OPPO Mobile and Lenovo) are able to benefit from their “Chinese advantage”?
3. How do you think the four Chinese mobile phone brands (Xiaomi, Gionee, OPPO Mobile and Lenovo) are able to compete effectively with homegrown mobile phone brands (Micromax, Karbon, Lava, Celkon, Intex, etc.) and global brands like Samsung, Apple, Lumia, Motorola, Nokia, LG and Sony? How could these four brands differentiate themselves?
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