The urgent itch, to find a niche
published: Friday | July 25, 2003
Desmond Henry
THERE IS no question whatsoever that as a country, and part of a larger region, Jamaica is being embarrassingly out-marketed in the modern marketplaces of the world. In this piece, I will speak mainly of the United States.
Since arriving back in the U.S. recently, I have been particularly keen to see "what works and what does not", in this the world's primary marketplace for goods and services. In plain language we are being outsmarted, outmarketed and outsold without even realising what's going on. In the language of the market we don't appear to know "where it's at" and don't realise it. We are behaving like Neanderthal amateurs believing that markets are created by sentiments and historical obligations, and not by the persuasive positioning of what customers want. And with the bold, audacious influx of more competitive others, we stand to fall even further behind in this race to sell our goods, products and services.
To add insult to injury, the recent announcement by the Census Bureau that, for the first time, Latinos have now overtaken blacks as the largest single minority in the U.S., will only exacerbate an already deteriorating position. Latinos stand out immediately because of their language, but also because of their noticeable assertiveness to create and build specialty positioning in the eyes of customers. Here on the east coast, they have carved out a significant niche as leading landscapers and environmental beautificationists, taking charge of highways, lawns, parks and household gardening and beautification. This has become a monstrous category in an age of vast environmental concern, and one which offers employment opportunities across its entire scope from the manual to the most highly technical. You see Latinos everywhere with their vans and equipment on the highways, and everywhere else where green grass, flowers and trees cohabit.
Other distinctive niches at the level, have the Indians controlling the 7-Elevens neighbourhood stores and petrol stations; the Chinese the dry-cleaning and laundering services; and the Japanese tools and equipment, and tempestuous presentations of their foods and flavours. What all these combined efforts show is that there are credible niches to which their cultures and productivities can apply. The only Jamaican product routinely competitive at this stage is tourism, and even so it appears to be falling behind in boldness and creativity. One gets the distinct impression that we really don't know what to do, and are afraid of saying so for fear of some kind of misplaced embarrassment.
Desmond Henry is a marketing consultant formerly based in Treasure Beach, St. Elizabeth, now residing in north Florida.
