Global Management Information Systems and Marketing - Essay Example

Research Process Step The information requirement for global management information systems and marketing research is based on understanding the current trends within the market. When looking at the trends, there should be an understanding of demographic groups, expectations and how a business can work into the given market based on the demand and trends within a given area. There is a question of whether the market can grow through information systems, such as the Internet. Step 2: The problem defined is based on how to move into a local market, expand and build into the global market, specifically by using technology. The demographics that are within a local market differ from those in the global market. More important, there are changing trends that are based on specific psychological responses and trends by specific populations that a business has to be aware of before moving into the market. Those who are on the Internet constitute a different type of business than those who are in a locality (Calliau, 2010). Step 3: The unity of analysis to be examined will be the entertainment and event industry on the Internet and whether it can expand into a global market. There will be an understanding of how local businesses are working toward expansion in the entertainment arena into a global market. Step 4: The data availability is based on the current trends as well as the noted expansions of the entertainment industry. There will also be specific data available based on the trends with Internet music and entertainment. Step 5: The value of the research will help to identify the ability to grow and expand as a business within a given market, specifically by looking at current trends within entertainment. Step 6: The research will begin with identifying the current market online as well as what types of responses are occurring from demographics. This will be combined with defining a specific entertainment segment that is continuing to grow and how this is being affected by the changes in trends. The information will be compared to note how businesses are taking different concepts into consideration for the changing market. Step 7 &8 : The data gathered shows that there is a growth in entertainment at a global level, specifically because of the Internet. Generation Y is changing the way entertainment is looked at, specifically because technology is used as a portal for entertainment and socialization. The statistics gathered are showing the online recreation is now a direct part of the younger generations and is providing for more growth with online use (Jones, Fox, 2009). The concept of using the Internet for entertainment also relies on changing factors that relate to why individuals use the online portals. Psychological differences include communication needs, social relations, information seeking and entertainment. Younger generations will use websites to find information about entertainment then will make this a part of their social network. For instance, pop singers like the PussyCat Dolls combined the use of My Space as a social network with shows and recognition. The result is that the ability to advertise for entertainment among the group has grown substantially while creating a stronger following through the use of information online (Johnson, Kaye, 2009). Introduction The ability to build a brand product and promote it through different regions of the globe requires specific strategies and approaches to ensure success. There are several dimensions that are involved with the promotion of specific types of services or products which rely on both the internal and external environment. The promotion of F1, or Formula 1, in Singapore, is one of the concepts that show how both regional and international marketing strategies are required to ensure the success and the promotion of the event. F1 is a large event that features international races of cars, followed by entertainment and live events (F1, 2010). The promotion of this product in Singapore first requires information and the ability to show that there are benefits to attending the F1 event. More important, there is the need to create a specific approach that will attract individuals at a local and international level to join the event and to attend the various local parts of Singapore to move into an international event. Promoting F1 in Singapore The concept of race cars and international racing in Singapore is one which requires specific strategies for reaching different individuals. Most of the entertainment and the race cars are from the United States, with some of the largest entertainers being Mariah Carey and Missy Elliott (F1, 2010). Social and cultural impacts with both entertainment and the sports event were noted since the Singapore experience was based out of the US impact of the F1 race. The racing events impacted residents with most of them having a negative response to the social and cultural impacts, specifically because the Singapore traditions and culture were ignored and the event was hosted in the country. Residents also noted that there wasn’t the desire to support the car race specifically because the belief of the impact on various generations was to influence the nation in a negative manner. Since the entertainment and cultural events were centered on the United States culture, many questioned how it would cause a response as well as a positive reaction to hosting and going to the event (Cheng, Nigel, 2010). Since there were questions over the social and cultural impact, as well as how the US affected the concepts of the entertainment and sporting event, the F1 grand prix design and strategy was based on creating a response that was specifically related to Singapore. The F1 was required to reach the global standards with the entertainment used; however, the need to reach the Singapore audience was also a requirement through the marketing initiatives that were taken. The marketing strategy that was used was to create an alternative approach to Singapore outside of the F1, which included the slogan of “Uniquely Singapore,” and which identified local markets as well as international entertainment to intertwine both cultures for the race (Cheng Low, 2008). The promotion that was used for Singapore not only defined the local market, but also included building an identity based on the concept of events tourism. The marketing strategy that was used incorporated two niche markets. The first was for the locals, which included some entertainment and highlights of the culture and society of the area. For instance, models were used for the Grand Prix advertisements which were based out of Singapore and a sponsored car model was a part of the initiatives to show that Singapore was involved in the race. This created an attraction to the younger generation in Singapore and showed that the social and cultural aspects were intertwined. At the same time, there was a focus on events tourism, which included the high amount of individuals that would go to the sporting event while visiting Singapore. Since the area is known to have a large amount of tourism, the race was planned around the peak period of tourism while focusing on those who would be interested in attending events that combined local features and international sporting phenomena (Henderson, 2010). To attract tourists to the area, technology, the Internet and information systems were used to create a large attraction to tour and to visit the night race of the Grand Prix in Singapore. The information technology included ads that specifically targeted the event tourism interested in going to Asia. Local Brands to Global Brands in Singapore The marketing initiative that was taken with the Singapore event then turned into the combination of local and global brands. One of the brands that used a specific initiative was IndoChine, a Singapore based restaurant. Currently, the brand has been designed by offering luxury and entertainment with over 100 restaurant chains open throughout Singapore. The restaurants have 70,000 visitors coming for the food every month. The foods are all based on the concept of Singapore based foods; however, the restaurants are also known for promoting a life of fun and luxury while offering entertainment and a part of the Singapore lifestyle. The question that most are asking is when the restaurant portfolio will begin to expand outside of Singapore because of the continuous growth in demand and the popularity of the IndoChine restaurant (Chan, 2010). To further the local and global branding, perspectives have been taken in relation to making the restaurant. The local perspectives are based on the Singapore culture, which allows Singapore to add into the strong nightlife, luxury brand and image of entertainment within the local platform. The initiatives for marketing, perspectives with culture and the social concepts which relate to this are able to create a different understanding of the global perspectives that are a part of the event. This is being done with tourists who are coming into the area as well as through local supporters that are interested in the restaurant and the development into a global brand. The restaurant will need to continue to develop the restaurant services, maintain a specific organizational code for the cooking and services and will need to offer the same types of products and entertainment. More important, the restaurant will need to grow the brand by being a Singapore delicacy, which is based on the strong luxury entertainment value already established. This will attract more consumers and will highlight the brand as being exotic from Singapore, as well as having a global presence from the luxury, entertainment and enjoyment of the IndoChine brand (Mooij, 2009). Demographic Segmentation in Asia The approach that was taken to ensure that restaurants and entertainment was able to become a success was to divide the segmentation not only by different types of individuals, but also by the psychographic associations. The psychological associations with cultural events, restaurants and local fun and luxury is the main initiative of the restaurant, each which would appeal to specific types of target groups. The foundation for the restaurant was based on submarkets of individuals which would be attracted to the entertainment as well as how they would respond to the restaurant with either a negative or positive response. It was found that the psychological and mental association with the restaurant also related directly to the demographics and the responses about the IndoChine Restaurant (Feng Lin, 2002). For instance, the concept of enjoying the night life and eating luxury foods are a primary focus for the psychological market of the restaurant. The concept of cultural identity was the main influence that created the demographic segmentation in Asia through the IndoChine restaurant. The newer and younger generations are known for having a more open view toward globalization and the emergence of different arenas of the world for entertainment and value. The demographic segment that the IndoChine first focused on was the individuals between the ages of 18-35, specifically because the mentality and psychological viewpoint was more open to ideas of fun, nightlife and luxurious living through a different experience. The information processing was linked to this through the advertisements, which were made with younger models and games and fun which younger generations enjoy, as well as a focus on cultural identity that linked to the intertwining of luxury with the Singapore culture (Sha, 2006). The social demographics of intertwining cultures and an openness toward different events then leads to the second demographic used, which consists of event tourism. The tourists consist mostly of individuals who come from Australia, Asia and other areas of the East. The Chinese holidays as well as the ability to take a shorter trip to enjoy the entertainment were the main focus of the demographics for marketing IndoChine. The need to intertwine the cultural aspects of Asia and the restaurants in Singapore was then furthered with the use of local branding and entertainment. At the same time, the use of tourism provided new initiatives that were strictly linked to the ability to offer entertainment that was luxurious in nature and made the restaurant high scale in terms of Asian culture. The food and the entertainment offered at the IndoChine both offer a continuous attraction to those interested in tourism. The high amount of tourism to Singapore was then combined with the ability to intertwine both a local and international attraction for entertainment (Wang, Davidson, 2010). The last concept used for demographics is based on the several segments of entertainment provided. Parties, side events, hospitality suites, resorts and packages for travel are some of the initiatives that have been taken through IndoChine. There are also information systems that are incorporated into special events and initiatives that occur at the restaurant. The demographic group that is focused on within this segment is based on those who have a specific psychological attraction to entertainment, parties and living within a sense of luxury. The IndoChine becomes secondary to the packages, entertainment and parties that are offered through the event, which attracts individuals who are interested in entertainment within the area. The demographic group consists of those in a younger age range, as well as tourists that are outside of Singapore. However, the demographic group isn’t limited to these two markets and instead expands into psychological marketing based on those who are interested in both culture and high – end entertainment (Sinclair, Wilken, 2009). Conclusion Meeting specific needs within communities is one that relies on understanding the market and brand identity. The information systems that are used can support this by combining the demographics with the concept of local and international attributes of a specific event. When looking at entertainment components, it can be seen that there are specific concepts related to marketing and promotions of the event. Specifically, the marketing incorporates both a national and international level that appeals to specific demographics. The combination of this with event tourism and the younger generation that are redefining the culture of Singapore at a local level create a different appearance while adding into the entertainment value in Singapore. References Calliau, R. (2010). “World – wide Web: The Information Universe.” Internet Research (20), (4). Chan, Robin. (2010). “Turning IndoChine into a Global Brand.” The Straits Times (November). Cheng Low, Patrick. (2008). “How to Win Big in Place Marketing Battlefield – Formula One Night Race, the Singapore Perspective.” Business Journal for Entrepreneurs (4). Cheng, Elaine, Jarvis Nigel. (2010). “Residents’ Perception of the Social – Cultural Impacts of the 2008 Formula 1 Singtel Singapore Grand Prix”. Event Management (14), (2). Feng – Lin, Chin. (2002). “Segmenting Customer Brand Preference: Demographic or Psychographic.” Journal of Product and Brand Management (11), (4). F1. 2010. 2010 Formula 1: Singtel Singapore Grand Prix. Retrieved from: http://www.singaporegp.sg/. Henderson, Joan. (2010). “Entertainment Events and Tourism.” International Journal of Event and Festival Management (1), (1). Johnson, TJ, BK Kaye. (2009) “In Blogs We Trust? Deciphering Credibility of Components of the Internet Among Politically Interested Internet Users.” Computers in Human Behavior (2), (1). Jones, S, S Fox. (2009). Generations Online in 2009. New York: Pew Internet and American Lie Project. Mooij, MK. (2009). Global Marketing and Advertising: Understanding Cultural Paradoxes New York: Sage Publishing. Sha, Bey – Ling. (2006). “Cultural Identity and Segmentation of Publics: An Emerging Theory of Intercultural Public Relations.” Journal of Public Relations Research (18), (1). Sinclair, J, R Wilken. (2009). “Strategic Regionalization in Marketing Campaigns: Beyond the Standardization / Glocalization Debate.” Continuum (7), (2). Wang, Ying, Michael Davidson. (2010). “Chinese Holiday Makers’ Expenditure: Implications for Marketing and Management.” Journal of Hospitality Marketing and Management (19), (4). Read More