BUS203: Principles of Marketing

Multiculturalism was regarded as a problem, in Australia attempts were made to reduce cultural heterogeneity by restricting immigration to white Europeans. This idea was swiftly abandoned. Other issues included adapting to the customs and traditions of new countries, tensions between ethnic communities of historical origins. Recently the focus has shifted onto the benefits of multiculturalism, and how it can potentially increase domestic and international brand recognition.

Economical, political, and social suggestions of this cultural mix cannot be ignored and has become widely recognised, for example the Australian Broadcasting Commission in 1995 took a significant step in ensuring that several cultures were taken into consideration and allowed for the best television programs to be sourced from around the world to cater to the needs of different cultural groups, airing programs from Asia and Europe, this directly influenced its ratings and achieved larger audiences. Various other types of products and services have been developed or adapted for the multicultural domestic market. For example, Chtaura Dairy products introduced Middle Eastern recipes for their dairy products.

Multi-cultural marketing did not increase in general society until the late 1960s where the potential of the ethnic market was first addressed. Since then, multicultural marketing has slowly developed and the 1990s hit a peak when businesses began to recognize the value of targeting the ethnic market. Large companies such as Coca-Cola have invested in a multicultural marketing scheme, after realizing the potential of the ethnic market for the growth of their business.