A Snack Society : It's all customized just to you.

A Snack Society : It's all customized just to you.
Lee, Haesoo

 A decade ago, We used to expect every country would have the similar cultures. People are moving from one country to another, The trade restrictions are reducing, Business activities are starting to be more and more global as many firms broaden their operations into overseas markets. We can see McDonald´s everywhere, as well many people have the same cell phone. Life styles, languages and customs have been spread all due to globalization. It is no longer about 'my country and me', It was now more like, 'the world and us'.

 

 

 

Globalization -> Localization

   Against the expectations, Globalization is changing to Localization, Many multinational companies are consider of characteristic in their  target area. Wal-Mart, which is the second large foreign company failed in the Korean market because they didn't know Korean's trend and taste. In Korea, there have been many huge discount stores. Koreans like looking around the stores, enjoying sample of food. In other hands, Wal-Mart which looks like just store shelves is convenience to buy, but it makes Korean consumers feel bored. It shows how important local analysis is to expand global market. The company had to identify Korean consumer's own behavior through market surveys.

 

 

Wal-mart's Failure in Korea :

Wal-Mart is a typical example of a global giant who has failed to localize its operations in South Korea.

Localization -> Customization.

   No longer are modern people satisfied with localization. They want their own products, own style and own tastes which can distinguish from others.  They don't seem to want the mass products; They prefer hand made coffee than Starbucks' one. When they drink a coffee, they are not looking for a coffee. They are looking for their coffee, the coffee they like, the taste they like. It means consumers are really looking to have their personal tastes reflect in all things they are doing and using. Experts say it as 'IKEA effect' because IKEA furniture is not finished product, we can assemble them according to our preference. Also, lt can be described as a snack. Everybody snacks on little bits of things, little bit of data, little bic of information and it's all customized just to each individual taste.

 

 

'I want my own shoes'

Consumers are really looking to have their personal tastes reflect in all things they are doing and using.

The Changes Of Marketing Strategy.  

   Increasing various consumer demand, multinational companies have changed marketing strategy. Starbucks have been particularly adept at creating products that let consumers alter them to their own tastes. Apple (I-Phone) offers users various application, and we can choose what our interest is. Products, foods, the media have been dramatically altered as a result of customization. It is high time to listen what consumers want.