One of the major stumbling blocks for companies from 'developing' countries (Raj - don't argue - India classes itself as developing) getting into western or more developed markets is the marketing of products. Have a look at the Bajaj Autos website for the
Bajaj Avenger, if you want an example. The slogan: "Feel like God". Well, ignoring the laughable proposition that anyone can feel like God riding around on a pig ugly 180cc wannabe cruiser, this one slogan won't go down well in a number of markets. The middle east, America, and South America for a start, mainly as the slogan would be deemed blasphemous.
Chinese companies often have the same problem; companies naming otherwise perfectly respectable products the "Shinwei Golden Hapy (sic) car", for instance.
Lenovo, who bought IBM's personal computer decision (an extremely wise decision by IBM to sell - Lenovo don't get IBM's brand name or logo, and inherited the only loss-making section of the IBM empire), are one company who didn't make the same mistake. Why? Easy - they do all the marketing out of the States. Namely, the get westerners to sell the stuff.
Bookmarks