The paper “ France as Country Well Known for Its Robust Aircraft Manufacturing Industry, Malaysia – due to Computer Chips, Brazil – due to Coffee” is a cogent example of a case study on marketing. Malaysia is a world’ s renowned computer chips exporting country. This industry has flourished alongside the electronics industry replacing the textile industry which previously dominated the exports. The Infoworld Magazine lists the country as the leading exporter in computer chips and hard drives. Major international computer chip manufacturers such as IBM, Hitachi, and Intel have established their factories in the country.
The success of the individual brands such as Intel has popularised Malaysia as a country where quality computer chips are made. There is a common belief in the manufacturing sector globally that Asia is the best location for establishing labor-intensive factories because of low-cost labor which is results in low priced products. Europe has been exposed to low-cost alternative products from China, Malaysia and the rest of Asia. Such stereotyping of Asia-manufactured products favors Malaysia in its marketing efforts as a computer chip manufacturing destination. Again, Asians, especially from the Tiger economies, are displayed as workaholics thus promising manufacturers high individual performance from employees. To develop this industry, the marketers have to plan targets attracting other players in the industry and possibly woe them into establishing factories there.
In such a case, the advertising message should highlight the experience of the country’ s workforce in the industry and also the government factors that support the industry (Albaum & Duerr 2008). The availability of raw materials is another factor that should be highlighted in the marketing message. The suitability of such a message should compel players based in other countries to set up plants in Malaysia.
One of the world-famous brands, Hitachi moved its computer chip manufacturing plant from Japan to Malaysia (Infoworld). This fact should form a basis for the marketing team. The idea of data safety and computer durability should be heightened. The country’ s radioactive waste material disposal should also be highlighted to capture the attention of environmentally conscious consumers. As the world moves towards green production, the issue of technological gadgets and their disposal has attracted more attention as the debate on the proper methods for disposal of radioactive elements gains momentum.
On the other hand, the industry is light and does not require heavy machinery but rather highly skilled manpower. Therefore, the message should capture the concept of simplifying the workload the same way as computers. However, given that computer chips are usable in many gadgets, the idea of simplicity is far-reaching. Below is a sample poster to advertise the industry. b) Brazil- CoffeeBrazil is the world’ s largest coffee producer and exporter but is better known as a football-crazy nation.
The country exports its coffee to the US, UK, Germany, France and other countries around the world. The coffee is exported under two broad categories; ground- roasted coffee and instant coffee (soluble coffee). As of 2005, Brazil controlled 32% of the world coffee produced while it dominated 28% o the coffee exports in the world (De Azevedo, Chaddad & Farina 2004). The international coffee industry is however dominated by international coffee processing companies hence the marketing of coffee by many producers such as Brazil is conducted by these companies.
Kraft Foods and Sara Lee which are based in the US dominate the Brazilian domestic coffee market. There are 160 firms involved in exporting Brazilin coffee with the government playing a facilitating role through the Brazilian Coffee Exporter Council (CeCafé ) (Promar Intl, 2010). These marketers have altered the packaging/bagging and containerization of the exports in a bid to lower costs and be more competitive in the global market.