7 August 2021, IELTS Exam, Writing Task 2, Morning Slot, INDIA

7 August 2021, IELTS Exam, Writing Task 2, Morning Slot, INDIA

Q. Big businesses have large budgets for marketing and promotion, and as a result, people gravitate towards buying their products. What problem is this causing? What can be done to encourage people to buy local produce?

The contemporary era is an era of globalization, multinational conglomerates have entered local markets. They have huge marketing budgets to promote their products and attract customers. Unfortunately, aggressive marketing strategies employed by giant conglomerates lead to the decline of local stores. However, local store owners can counter this attack by improving the quality of their products and offering personalized services.

Global business giants now have branches even in small villages. Since they offer huge discounts on most products, they can easily attract consumers. At first glance, this may seem beneficial to customers, but in reality it is not. The presence of international retailers in the local market harms local businesses and therefore the local economy. For instance, many local artisans have lost their livelihoods due to the lack of buyers for their products. Instead of buying handicrafts, people now choose to buy factory made products that look more attractive. If local people lose their livelihoods, the purchasing power of the local community will eventually decrease.

The only way for local businesses to compete with international giants is by offering personalized services. While it is true that local merchants cannot offer the kind of discounts or offers that multinational giants offer, they know their customers better. They can also understand the exact needs of their target group. This knowledge actually enables them to better meet the specific needs of their customers. In addition, local entrepreneurs should try to improve the quality of their products. This is important in order for their clients to return. The government also needs to step in and prevent multinational giants from infiltrating certain sectors.

In conclusion, when international companies attract local customers with large discounts and offers, the local economy suffers the most. However, local entrepreneurs can overcome this threat by offering customized solutions to their customers.

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