Case Study of Marketing Christmas Essay Example | Topics and Well Written Essays - 2000 words

Case Study of Marketing Christmas - Essay Example The management styles and thought processes of the prevailing business organisations has led to major improvements in the business activities and hence, the scope of business opportunities has multiplied. Moreover, the free trade policies have further encouraged the business organisations to enter into new markets with greater opportunities as the regional trade alliances became an integral part of the economic growth oriented strategy (Parker, 2005, p.303). With these developments, many new business concepts, theories and model have evolved and business organisations are using these concepts for better business managements. Business organisations have realized that there is very close relationship between the business activities and various aspects of society and culture. The social and cultural aspects offer major business opportunities and the business organisations are using their strategic moves to identify and cater to these opportunities (Carroll and Buchholtz, 2008, p. 349). For example, Christmas celebration in the Western countries offers greater business opportunities to the Chinese economy as the manufacturers from China produce and export low cost Christmas gifts, cards to the European markets. In this process, the business organisations are also exposed to multiple risk factors that may bring fatal consequences to a business. However, the emergence of the contemporary business and marketing theories has facilitated better techniques to counter these risks. Christmas as the ‘grand celebration of consumption’ Christmas celebrations are today driven by the marketing strategies of the sellers of Christmas products. Business houses aim to create the ‘air of celebration’ and create a festive atmosphere which drives the customer to jump start the festive bandwagon. Marketers consider the festive seasons as an opportunity where they can employ marketing strategies to double and treble their sales as compared to that in a normal y ear. Very often, New Year and Christmas sales accounts for more than half of the sales in other years. Marketers exploit this opportunity by tempting the customers to buy festive products. As demonstrated by Belk and Bryce (1993), Christmas is nothing but a â€Å"grand celebration of consumption† (Belk & Bryce, 1993), where consumers flock to the markets for products which they actually do not need. Based on their observation, it can be said that the trend of shopping has undergone a drastic change over the years. They have also claimed that today ‘Christmas shopping increasingly reflects the search for the disintegrated self while it decreasingly reflects the celebration of home and family† (Belk & Bryce, 1993). Belk and Bryce have explained this in terms of materialism, which is a complex and multifaceted concept and has been popularised through the media. This happened in response to America’s preoccupation with the consumer goods and materialism. Severa l studies have been undertaken with regard to materialism. Inglehart has put forward that materialism demonstrates itself through the extent to which social groups or nations emphasise on the value involving material things or objects. Influenced by the needs hierarchy presented by Maslow, he proposed that the western world has been able to satisfy majority of human’s needs and requirements involving material