Zhejiang Gonow Automobile Company: Global Marketing Essay Example

Background of the Company

The purpose of this report is to prepare a global marketing plan for the Chinese company Zhejiang Gonow Automobile Ltd (ZGA), which started its operation in the domestic market in 2003. This company is producing pickup and sport-utility vehicles (SUV) for the local market but it would like to enter the Indian market with its eco-friendly cars named “A car for megacities” for the customers who are conscious about the environment.

ZGA is the market leader in pickups, and SUV segments in the Chinese market and it can manufacture 320,000 pickups and SUV per year and it will increase its production capacity to produce 100,000 small cars for the Indian market. However, the marketer of ZGA has chosen the Indian market because the Wall Street Journal (2010) reported that India is the second fastest-rising vehicle market due to the availability of financial support and other facilities.

PESTEL analysis

Political factors

Peter, Kerr & Thorpe (2002) stated that India has experienced huge economic growth due to a flexible taxation policy. On the other hand, the government of India has to concentrate on the unification of the country and to protect terrorist trends of communist groups and liberation activists, which reflects a negative impact on the foreign companies.

Economic factors

IndexMundi (2011) reported that India is now the perfect market for multinational companies to do business because the government reduced controls on foreign trade and decreased tariffs to help the country to experience a 7% annual growth rate. As a result, overall economic condition is favorable for the automobile manufacturers though GDP down 6.8%, and increase the unemployment rate can reduce aggregate sales. On the other hand, Prabhudesai (2010) stated that the economic development of India highly depends on the economic position of the US market; for instance, India’s market has faced the adverse impact of the global financial crisis but this situation changed because of the quick recovery of the US economy. However, the following table would help the company to make a decision –

Fiscal Year Total exports ($billion) Total Imports


Trade Deficits


GDP – per capita (PPP)
2003 44.50 53.80 9.30 1779.11
2004 57.24 74.15 16.91 1941.62
2005 69.18 89.33 20.15 2153.13
2006 76.23 113.10 36.87 2401.61
2007 112.00 187.90 75.90 2676.58
2008 151.30 230.00 78.70 2867.87
2009 176.40 305.50 129.10 3015.12
2010 168.20 274.30 106.10 3290.54
2011 201.00 327.00 126.00 3400.00

Table 1: Economic factors of India. Source: Self-generated from Indexmundi (2011).

According to the above table, India’s negative trade balance has grown gradually due to increasing dependency on import products. Therefore, ZGA has the opportunity to enter the Indian car market using export and it would be an alternative business entry strategy for the company;

Socio-cultural factors

Many social factors influence the automobile industry in India, such as purchasing power of the people, increase demand for changing lifestyle, customer behavior, educational background, awareness, social mobility, religious backgrounds, religious festivals, and so on. However, the people of India would like to purchase new products at the time of Durga Puja, Diwali, Holi, and other occasions; therefore, ZGA Company should offer special discounts to increase sales in the Indian market.

Technological factors

According to the report of the Library of Congress (2006) and IndexMundi (2011), India has experienced huge success in the case of technological development. To sustain in this market, ZGA would integrate advance technology to produce eco-friendly cars, which need low fuel consumption; as a result, carbon emission from this brand would expected level. On the other hand, it must consider India’s technological structure to offer safe products to the customers;

Environmental Factors

India had participated in Stockholm Conference 1972 to protect the environment and the government of this country passed several laws including the Environment Protection Act 1986 after the Bhopal Gas Tragedy. Barley (2009) stated that the emission of CO2 in India presently accounts for approximately 6% of the total emission in the world, so, the regulation is strict for the foreign company. As a result, the marketer of ZGA has to ensure that they will meet the terms of the regulation regarding air pollution and environmental safety provisions. Johnson (1997) argued that automobiles should have ISO 14000 certificates, which involves the use of a strict environmental management system; however, ZGA Company has already obtained ISO 9001 Certificate and it is trying to get ISO 14000 certificate by meeting all criteria.

Legal Factors

According to the report of Narayanan & Vashisht (2008), the regulation after 1996 is more flexible for the automobile industry, which makes the market more competitive. The government tries to ensure the highest possible business-friendly environment for the multinationals and new entrants, as a result, local auto manufacturers have involved price war and Tata offered the cheapest car in the world because foreign companies captured the market for flexible entry provisions.

Porter Five forces analysis

This paper will use Porter’s five forces model of competition to assess the competitive environment for ZGA in the Indian market. However, the following figure shows these forces for ZGA –

 Porter 5 forces model of competition of ZGA.
Figure 1: Porter 5 forces model of competition of ZGA. Source- Self Generated from Porter (2004).

Threats from new entrants

Narayanan & Vashisht (2008, p.9) reported that Chinese car producers need to pay 17% taxes to enter the Indian car market. They further added that taxation policies also vary by the decision of State ministry, Maharashtra government offers some flexible provisions for the foreign companies. On the other hand, Gopal (2006) stated that it is easy for the large US and Japanese automobiles to enter this market as they have a strong brand image but small firms need to struggle to start operation and compete with these companies;

Bargaining power of suppliers

ZGA would intend to joint venture with Tata Motors, the market leader of the Indian Automobile industry. However, the bargaining power of the supplier would be low for ZGA if it can joint venture with Tata Motors as Tata has own steel mill and the relationship of this company with other suppliers are outstanding; otherwise, the power of suppliers would be high;

Bargaining power of buyers

According to the view of Gopal (2006, p.23), the bargaining power of buyers is high due to low switching off costs, and availability of cars at a lower price. Here, it is important to mention that Indian Banks are more willing to pay car loans with flexible payback conditions; therefore, the buyers have the purchasing power to purchase cars from several brands. On the other hand, middle-class target customers drive to purchase cars of foreign companies and low earners rely on the public transportation system increase the bargaining power of buyers;

Threats of substitute products

ZGA must face hard competition from some other alternative transportation besides different products of direct competitors, such as Indian people who would like to use the train, tram, and another public transportation system. On the other hand, large numbers of two wheels and three wheels particularly Honda, Rickshaw and taxi are available and popular transports in every state of India;

Net Sales Trend of Three and Four Wheelers in India. 
Figure 2: Net Sales Trend of Three and Four Wheelers in India. Source: Gopal (2006, p.13).

The above figure shows that the use of Motorcycle in India is increasing day-by-day and the use of three wheels is in a stable position; on the other hand, the use of Scooters and Mopeds are decreasing.

Rivalry among existing firms

ZGA has to face intense competition from both domestic and international automakers. However, domestic car maker such as Tata Motors holds the largest market share of Indian small and commercial car markets and this company produced more than 4 million cars for the local market and generated $14 billion sales revenue in the fiscal year 2008-09. This company has already taken several measures to sustain itself as a market leader, for instance, it enlisted in NSE, introduced the cheapest car in the world and so on. At the same time, some other auto manufactures like Maruti Suzuki, Bajaj Auto, Mahindra & Mahindra, Eicher Motors, Ashok Leyland, Hindustan Motors, Ford India, Hyundai Motors offer several brands with new features to attract the customers.

Market share of Commercial Vehicles in India. 
Figure 3: Market share of Commercial Vehicles in India. Source- ImaginMor (2009).

SMART Objectives

  • ZGA will reset its marketing objectives to enter the Indian market and it hopes to enter within 2012 by joint venturing with renowned car marker like Tata Motors;
  • It will increase its integrate profit by 40% with the next 4 years;
  • However, ZGA will spend 5% of its net sales revenue of 2011 for the market research to enter the Indian market;
  • ZGA must increase the budget by 35% within 2013 for promotional activities as it helps to increase sales;
  • This company will arrange an IMC campaign within the next 2 years to attract large customers;
  • Finally, ZGA will open at least 140 new showrooms in different states within 2015.

Global Market Entry Strategy

Joint venture

The marketer of ZGA has decided to enter the Indian market using a joint venture strategy because this strategy will help the company to strengthen its position in a new market, utilize the brand image and share the technology of local partners. At the same time, this strategy has some other positive issues, for instance, low cost for business expansion, low-risk factors, local partner’s influence government policy, and development of accessing monetary assets, the achievement of economies of scale, offering pre-emptive competition, greater flexibility and diversification opportunity to meet the objectives.


Blair & Lafontaine (2005) stated that franchise is equivalent to licensing but it focuses on long- term contractual agreement and Johansson (2008) argued that this method provides a significant form of vertical integration with an effective combination of centralization of skills and decentralization of operation. However, this strategy would not be effective for ZGA company to enter Indian market because ZGA has domestically marketed and have no presence in the global market; therefore, investors may not be interested for its eco-friendly products.

The risks and opportunities of other strategies


Export would not be an effective strategy for the company because ZGA has not strong supply chain management system in India and the company has to comply rules and regulations strictly through WTO accession makes it easy to enter this market. On the other hand, ZGA has no practical experience and knowledge about the Indian market as well as socio-cultural factors of the country, which will create hindrance for the operation of ZGA.

On the other hand, franchise strategy would not be effective for ZGA Company to enter the Indian market because ZGA has domestically marketed and have no presence in the global market; therefore, investors may not be interested in its eco-friendly products. At the same time, the problems of the franchise are – the company could lose control over the management of the business, ZGA needs to depend on the franchise supply network, this process might damage the reputation and need large funds to conduct franchise agreement.


Johansson (2008) pointed out that export is a comparatively low-cost action to enter a foreign market to increase its annual profit level and this process reduces the risk of large start-up business costs. ZGA could follow franchise strategy considering the advantages, such as the investors are more willing to invest in established business as it offers a higher opportunity for making a capital investment with adequate control throughout the process, and it has low-risk factors with advance security system for the investors.

Global marketing strategies and tactics

In this case, the marketers of ZGA observed the market and decided that pricing strategy would be the most appropriate global marketing strategies and tactics for ZGA because the low price product suppliers mainly captured the Indian Vehicle industry. However, many large companies entered this market with innovative product line but due to the high price of the product, they failed to attract the target customers while Tata Motors is the market leader mainly for low price products, therefore, ZGA will consider this strategy.

The fact that India is the second-fastest-growing car market with 17.5% of the global population and magnificent economic growth makes India a quite attractive market to enter. However, what is more, important to think about before this penetration could be a success is that India is the nation that has estimated to have one-third of the earth’s poor people – as per a 2005 World Bank report, 41.6 percent of the total Indian population is under the global poverty line of USD 1 – making the market quite unattractive.

Although India’s economy is booming, but the new wealth does not go equally to the entire population – only a very few number of them are getting benefited with massive wealth; while others live in unpleasant, deprived and obnoxious conditions, where the demand for the car is hard to come by. This inequality in wealth is clearly visible in Mumbai, which is getting bigger as India’s commercial capital, but is still the home for the largest slum in Asia – which creates a great panic for the country’s economy and the operations of foreign businesses; therefore, after penetrating the market this can prove to be a huge trouble for ZGA.

In a situation, it is by no means wise for a business like ZGA to enter the market only for a very few number of rich people. This is because this can hardly to something to increase the profit level of the company, and rather can cause substantial losses for reason that the costs associated with entering the market is far greater than the sales that would occur.

This indicates the fact that to succeed in India, ZGA should consider that it is completely inappropriate to settle a high pricing that is affordable for only by a small number of rich families. It should focus on the growing middle-class group of the country, which can buy a car after saving their income for years – and perhaps decades.

For such a middle-class group, buying a car may mean forgoing the investment that it should make in buying meat or milk in the next five years, and merely depending on plain rice. Even though this sounds weird, but that is, what the reality is in every second family in India. Also, the more alarming thing is that even the rich people of India have a psychology that suggests not to invest money in bad ways – they teach their children such that investments should be made where it is highly necessary; so buying two cars where one would suffice is completely unwise.

In such a circumstance, is very important for ZGA to construct an appropriate pricing strategy for such a poor nation, as an inability to do so might push it out of the market. Moreover, a clever pricing strategy, above all, can help a business to succeed even in such an unfriendly consumer attitude. When Yum! Brands and McDonald’s, for example, entered the Indian market with a joint venture with some local businesses; they offer very low prices as compared to their pricing in the US, UK, and other western European countries. This resulted in a huge number of Indians visiting the Yum and McDonald’s stores, generating substantial profits. Now, these two brands are operating at a huge success in India just because of excellent pricing strategy. Consequently, ZGA should construct a pricing that should be right above the production costs, but still quite low to be afforded by the middle class.

Control and evaluation methods

The management of ZGA should evaluate business operation and performance of the new market by comparing the profit margin of two terms of the company to evade any accumulative losses and to take preventive or corrective actions. However, ZGA should have five departments to control five major sides of the business and they will arrange quarterly meetings to coordinate the works of all departments.

This strategy would help to reduce the effort of the employees as financial managers would be responsible for financial activities, the sales department would be liable for aggregate sales and the production department would be accountable for the quality of the products. However, the Chief Executive Officer (CEO) would control and co-ordinate the activities of the five departments and take all important decisions considering the external and internal business environment. At the same time, the CEO must instruct the managers to implement the present strategies for prospects and he must attain annual general meetings and quarterly meetings to discuss the present financial position of ZGA in the Indian market.

The performance of the managers and marketers need to evaluate in order to develop the position of the company in the Indian market and the top-level management would design an evaluation criteria before entering this market. In this context, the marketers will compare the sales of the Chinese market and the Indian market to take the necessary steps to develop a weak market and to avoid unexpected losses in the future.

However, the marketers should measure the performance and profitability level of all the showrooms in India and they should try to implement new strategies to develop the position of weak outlets by finding out the cause of low-profit margin. At the same time, the top-level management needs to consider that many large companies have collapsed due to a lack of corporate governance practice and conduct accounting fraud in the financial statement; therefore, they need to concentrate more on the corporate governance and financial reporting system.

As the disclosure rule in India is not too well organized and there is no severe punishment for the disobedience of listing rules, the directors of the ZGA Company can engage with unfair and unethical activities to operate the business in a new market. In this circumstance, they need to realize that entering a new market is the subject of huge investment, so, the directors should not think about personal interest or waste money for unnecessary purposes. Moreover, the top-level management can review the present international strategies, feedback from the customers, and market survey reports to broaden the features of its brands and to develop the performance of the company with innovative and diversified product range.

Reference List

Barley, S. (2009) India’s carbon emissions poised to triple, new report finds. [Online] Web.

Blair, R. D. & Lafontaine, F. (2005) The economics of franchising. Web.

Gopal, C. (2006) Global Automobile Industry: Changing with Times. Web.

ImaginMor (2009) Automobile Industry India. Web.

IndexMundi (2011) Exports of India. Web.

IndexMundi (2011) Imports of India. Web.

IndexMundi (2011) India GDP – per capita (PPP).. Web.

Johansson, J. K. (2008) Global Marketing. 4th ed. New Delhi: Tata McGraw- Hill Publishing Company Limited.

Johnson, P. L. (1997) ISO 14000: the business manager’s complete guide to environmental management. 1st ed. London: John Wiley and Sons.

Library of Congress (2004) Country Profile: India. Web.

Narayanan, G. B. & Vashisht, P. (2008) Determinants of Competitiveness of the Indian Auto Industry. Web.

Peter, V.M. Kerr, I. A. & Thorpe, M. (2002) Tax Policy in India. Asian Journal Of Public Administration, 24(1). Web.

Porter, M. E. (2004) Competitive Strategy. Export Edition. New York: The Free Press.

Prabhudesai, A. (2010) India Economic Survey 2009 – Analysis and Full Report. Web.

The Wall Street Journal (2010) India Car Sales Touch Record High. Web.

Attention Deficit Hyperactivity Disorder In Students


Attention Deficit Hyperactivity Disorder (ADHD) is an immensely significant problem for the suffering children in the domain of education. This psychiatric disorder hurdles the learning of an adolescent by negatively impacting on the capacity to concentrate or focus during the process of learning. Children with ADHD find it difficult to cope up with the lecture or any teaching delivered in a class in contrast to normal children in schools and classrooms. Teachers treat each student on a similar scale based on which the student has ADHD if a student has not been identified as a patient of ADHD suffers. This paper focuses on the explication of the observation of a classroom in which children with ADHD were being taught. It also provides a brief overview of ADHD and presents briefly analyzed summary of some journal articles regarding ADHD in children.

Attention Deficit Hyperactivity Disorder

ADHD is a common neurobehavioral disorder, which typically incurs in early childhood, and it could continue to have an impact until adulthood. Children who have ADHD find it significantly difficult to remain attentive in the class or any activity that requires attention. These children mostly trouble controlling impulsive behaviors and also find it hard to get control over their elevated level of activity. A child suffering from ADHD could exhibit certain behavioral differences such as poor memory, daydreaming, excessive talking, and inability to understand risks associated with certain actions, unsocial attitude, and even squirming. These are symptoms, which are commonly associated with children having ADHD. The common causes of this neurobehavioral problem are found to be present in the genetics of a child. Other than genetics, injury in the brain, premature delivery of a child, and low weight on birth is considered to be the main causes of ADHD in children. This disorder is normally treated with a combined treatment of medication and behavioral therapy (Centers for Disease Control and Prevention, 2013).

Observation Report

For this observation report of a classroom where children with ADHD were thriving to learn with concentration and focus by the assistance of teachers and management was observed and analyzed, which will be described in the following lines. During the whole period of observation, there was a total of 17 children from which 6 of them were females, and the remaining 11 were boys. It has been observed that the average age of these children was nearly ten years. Moreover, amongst these children, the youngest child was eight years old, and the oldest was 11 years old. 13 children of 17 were diagnosed with ADHD, from which eight children were male. There were 5 hours of academic timings for the students from which they attended 4 hours in learning the theoretical subjects, the half-hour was for food, and the remaining half hour was associated with sports or other physical activities by which these students can be reenergized.

Each student in the classroom was dealt on the individual level due to the specially trained teachers to help children having ADHD. Each teacher of the classroom was specially trained with an especially designed behavioral course by which their teaching skills became well concordant to the needs of children having ADHD. The use of visual aids in most of the conceptual learning was tremendously helpful for children in addition to their attention and attraction towards the topic. To help them focus on the studies in the classroom, the environment of the classroom was deliberately more interactive than a normal class. It is understood that the interaction between teachers and students could lead to a better understanding of problems and ways to deal with them. The interactive environment of the class also increases the intensity of concentration of children with ADHD in the classroom, which they feel trouble within any normal classroom.

The use of multimedia and large projections was also observable because these aiding instruments play a significantly important role in teaching children with ADHD in a controlled environment i.e., classroom. Each student had a distinct mental level based on which teachers were dealing with every student on an individual level in an extraordinary polite manner. Another important observation in the classroom, which is not very usual in orthodox classrooms, is the arrangement of seats on which students were present. The sitting arranges of students was organized in a circular manner, which made each student have a clear and direct look at the teacher. With the help of sitting arrangement in a circular way, which seemingly resembled a conference hall, each student acted in a more attentive manner towards the teacher and subject being taught.

The over-talkative nature or it must be said that an extremely effective strategy tackled symptoms by teachers. Teachers were delivering information about the topic in an immensely amicable manner, which created a free of stress environment of the classroom. This amicable environment could be a distraction for children having ADHD in their process of learning. Still, the active way of discussion, which was constantly posed towards students by teachers, kept the students attentive and discussions helped them to cope up with the urge to talk sufficiently. Lastly, there was a 30 minutes session each day in which a therapist used to treat the children with ADHD with the help of behavioral therapy. In addition to this, teachers were also aware of the medical condition of children based on which they were told to medicate students if they require in cases such as hyperactivity leading to a fight between two students. Children with ADHD often distracts more than normal children. The amiability of environment and interactive sessions proved to harm students. However, the training of teachers and their involvement in strategy formulation with a focus on students with ADHD can yield better learning in the classroom.

Review of Articles

Peer Victimization in Children with Attention-Deficit/Hyperactivity Disorder

According to a study, which was conducted in 2009, children with ADHD suffer victimization frequently more than normal children. Amongst children having ADHD, female children are the most frequently victimized students in schools. Victimization is comprised of several types in which verbal victimization, physical victimization, and relational victimization are the most common types (Wiener & Mak, 2009).

There were 104 children who were chosen for this study, and 52 children were diagnosed with ADHD. The data was collected from children, their parents, and teachers. The analysis of data proved that children with ADHD are more likely to be victims or bullies or both in contrast with normal children (Wiener & Mak, 2009). The study and observation report signifies that separate schools with specially trained teachers and staff are important for better growth of children with ADHD.

Children with Attention Deficits Concentrate Better After Walk in the Park

There is research which was conducted in the year of 2009, which shows that a twenty-minute walk in a natural setting or environment like parks is significantly useful for children with ADHD. This one week experiment shows that environments have a definite positive impact upon attention not only in normal children but also in children with ADHD (Taylor & Kuo, 2009).

Seventeen children were subjected to this study, and these children were professionally diagnosed with ADHD. Three types of environmental settings were utilized, from which two were in an organized urban setting, and one was a city (Taylor & Kuo, 2009). This research provides the grounds for the observation of school in which half-hour between the academic hours are associated with physical activities that help children with ADHD to focus and concentrate.

Distractibility in Attention/Deficit/ Hyperactivity Disorder (ADHD): The Virtual Reality Classroom

A study about distractibility in children with ADHD was conducted in 2009. This study was based on finding the impact of virtual reality classroom on the distractibility of children having ADHD. A total of 35 students were sampled from which 19 boys were diagnosed with ADHD, and the remaining sixteen male children were normal. These two groups were compared in a virtual reality classroom for a continuous performance task (Adams, Finn, Moes, Flannery, & Rizzo, 2009).

The results showed that children having ADHD were significantly more affected than the control group, which was consisting of normal children. The virtual reality classroom was proved to be more distractible for students with ADHD (Adams, Finn, Moes, Flannery, & Rizzo, 2009). However, the use of multimedia as a visual aid to teaching children with ADHD helps increase their focus and attention towards the topic, as mentioned in the observation report.

Impact of Sleep Restriction on Neurobehavioral Functioning of Children with Attention Deficit Hyperactivity Disorder

A research was conducted in 2011, which showed that restriction of sleep or voluntary sleeplessness negatively affects the neurobehavioral function of children having ADHD. The study was conducted on 43 children from whom 32 children were normal and were assigned to a control group, whereas 11 children were diagnosed with ADHD. Sleepiness, sleeping logs, and sleep of children were measured to collect data (Gruber, Wiebe, Montecalvo, Brunetti, Amsel, & Carrier, 2011).

The sleep of children with ADHD is immensely important for the betterment of their neurobehavioral function and this neurobehavioral disorder. However, children are responsible for the sleep pattern and sleep fulfillment of children having ADHD. Sleeping of children is significantly important for the successful treatment of ADHD in children (Gruber, Wiebe, Montecalvo, Brunetti, Amsel, & Carrier, 2011).

Empathy and Social Perspective Taking in Children with Attention-Deficit/Hyperactivity Disorder

Another research regarding children with ADHD was conducted in 2009. This study was based on the psychological impacts of ADHD on children. The study was aimed to evaluate empathy in children suffering from ADHD and their social perspective. Ninety-two children were subjected to this research, where 50 were diagnosed with ADHD, and the remaining 42 were controlled sample groups (Marton, Wiener, Rogers, Moore, & Tannock, 2009). Parents of children were interviewed to collect their opinions regarding empathy, and the data showed that parents of children having ADHD believed that their children are less emphatic than normal children. However, the study proposed similar results in which children with ADHD had a lesser level of social perspective than normal children. Female children were found to be more emphatic than male subjects (Marton, Wiener, Rogers, Moore, & Tannock, 2009). The interactive environment of observed classroom signifies the importance of socialization for children with ADHD.


This paper presented an observation report of an experiment in which children with ADHD were taught in a special environment under the supervision of trained teachers and management staff. It also signifies some key aspects of ADHD in children under the light of several works of research.

Reference List

Adams, R., Finn, P., Moes, E., Flannery, K., & Rizzo, A. (2009). Distractibility in Attention/Deficit/ Hyperactivity Disorder (ADHD): The virtual reality classroom. Child Neuropsychology: A Journal on Normal and Abnormal Development in Childhood and Adolescence, 15 (2), 120-135.

Centers for Disease Control and Prevention. (2013). Attention-Deficit / Hyperactivity Disorder (ADHD). Web.

Gruber, R., Wiebe, S., Montecalvo, L., Brunetti, B., Amsel, R., & Carrier, J. (2011). Impact of sleep restriction on neurobehavioral functioning of children with Attention Deficit Hyperactivity Disorder. Sleep , 34 (3), 315–323.

Marton, I., Wiener, J., Rogers, M., Moore, C., & Tannock, R. (2009). Empathy and Social Perspective Taking in Children with Attention-Deficit/Hyperactivity Disorder. Journal of Abnormal Child Psychology, 37(1), 107-118.

Taylor, A. F., & Kuo, F. E. (2009). Children with attention deficits concentrate better after walk in the park. Journal of Attention Disorders, 12 (5), 402-409.

Wiener, J., & Mak, M. (2009). Peer victimization in children with Attention-Deficit/Hyperactivity Disorder. Psychology in the Schools, 46 (2), 116–131.

What Makes People Join Hate Groups?

Key Issues in the Article

The key issue in this news article by Jayson (2017) is to investigate factors that drive people to hate groups and other extremists’ organizations. The United States is the leading economy in the world, and it scores favorable on various life indicators.

However, racial discrimination has remained one of the biggest socio-political problems to this day. The emergence of White Supremacists and other hate groups keen on asserting their superiority in the society over others has been an issue of concern. As is often said, people are not born hating others, but they practice it as they grow. Understanding the forces that drive people to join hate groups may help in solving this major socio-political problem in the American society.

Information Supporting the Point of View and Conclusion

The main point of view and the conclusion made in this news article is that the people who join hate group have deep personality issues other than diagnosable mental illnesses. Information is provided in this article to support the claim and the conclusion. The problem is caused by a deep feeling of lack of social acceptance. Jayson (2017) says, “It usually involves them finding no other socially acceptable and meaningful ways to fulfill important needs — the need for identity; the need for a feeling of effectiveness; the need for a feeling of connection” (para. 3). As such, they choose to join groups that can make them feel accepted.

Members of these groups often try to attract as many people as possible. Anyone recruited will be shown love and made to feel that they have power over those that they consider less deserving in the society. These hate groups create a sense of success in their minds. Jayson (2017) says, “Often, these people do not feel like they have succeeded or had a chance to succeed across normal channels of success in society” (para. 5). They, therefore, gain illusionary power by becoming bullies who can frustrate others. These psychological problems cannot be addressed through medication or using punitive measures. They require a deep understanding of their root cause, and a clear focus on how the causes can be addressed.

Background Information Relevant to the Point of View and Conclusion

According to Kite & Whitley (2016), the United States today is just as divided as it was during the Civil Rights Movement era of the 1960s even after having the first African American president. Scholars are now keen on trying to explain specific forces that drive people to join hate groups and extremists’ organizations. This problem is affecting a society at a time when unity is needed to fight both foreign and homegrown terror. Psychologists have outlined numerous reasons attributed to extremism in the society. They all agree that majority of these people have psychological problems making them feel less important in the society.

Jayson (2017) says, “If you don’t feel you have much influence and power in the world, you get a sense of power from being part of a community and especially a rather militant community” (para. 8). Such communities create a sense of power, especially when their acts cause frustration to a section of the society. They popularize a narrative that they are the best, just to make them feel they are in control. Some of them are victims of abusive families where they were made to feel that they are worthless. Jayson (2017) says, “They may come from families that are problematic or families where they’re exposed to this kind of extreme views of white superiority and nationalism” (para. 9). Others are victims of bullying at school or within the society. They look for means of gaining power even if that means hurting others.

Strengths and Weaknesses of Findings and Conclusion

The findings and conclusion made in this study has various strengths and weaknesses worth noting. The biggest strength of this news article is that it refers to scholarly studies. Instead of relying on expert opinion as a professional in this field, the author has used information from other studies to support the findings and conclusion. The fact that the author is a psychologist gives her the expert authority to make specific claims. However, the biggest weakness is that the author did not conduct primary research. Although the author talked with a number of former members of these hate groups, most information came from secondary sources.

Ethical Concerns in the Research

In such a news report, it is important to take into consideration ethical concerns, especially when handling such emotive issues. The need to hide the identity of anyone mentioned in the report is critical. The author has quoted some people who explained their experiences as members of hate groups. It is clear that the researcher gave out the names of these people after getting permission from them. Otherwise, it is her responsibility to ensure that their identity is not revealed.

Research Methods Used

The researcher used qualitative method to analyze data collected from various sources. Phenomenology was used to explain events and activities involving White Supremacists and other hate groups. The use of phenomenology helps in getting a clear picture of events as they happened, and the weaknesses of the members of these groups based on their activities. It clearly points out how they are lacking self-esteem and an understanding of humanity.

Further Research on the Topic

The existence of hate group in the global society, and specifically in the United States, is a topic that needs further research. After a long period of racial segregation, genuine efforts have been made to ensure that the country is integrated. It is easier to achieve success as a country if the society is united. Time and energy that should be spent on socio-economic and political development is wasted on retrogressive practices that can only lead to destructive of the society. No one wins in an environment where hate is allowed to rule. It is the reason why it is necessary for psychologists and other scholars to find ways through which this problem can be solved.

Issues Relevant to Real-World Problems and Solutions

The issue discussed in this news article is relevant to the real-world problems faced by the Americans today. The existence of White Supremacists has led to the emergence of Black Lives Matter, a group that seeks to promote integration in the society. Black Supremacists, a more extreme group than Black Lives Matter, has also emerged to counter the narratives and activities of White Supremacists (Dyck, 2017).

Such extremisms cause polarization in the country along racial lives. It clouds the judgment of members of the society to an extent that they can support and protect homegrown terrorists as long as they are assured their target will be members of the other race. The groups also harbor criminals who camouflage as members of these groups to find it easy achieving their selfish goals.

Personal Position on the Ideas Presented

I believe in the idea that is presented in this news article. Hate is a vice that one learns as he or she grows up. It is a symptom of a deeply rooted weakness in one’s personality. It may be caused by one’s sense of inadequacy. Sometimes it is because of abuses that one has been subjected to from a tender age. I also agree with the view that some people learn about racial slurs from parents and close family members. The more they are subjected to such negativities, the more they become indoctrinated (Gerstenfeld, 2013). They feel that it is normal to hate and to feel superior to others.

Conclusion, Implications, and Consequences of the Article

Hate is dangerous because it clouds one’s judgment and ability to reason based on facts, compassion, and other positive attributes desired of a normal person. It is concluded in this study that personality issues are the leading reasons why join hate groups. Existence of groups such as White Supremacists and Black Supremacists in the society has devastating implications, especially in terms of security.

The consequence of this article is that there is need to debate and find social ways of addressing this problem. We need to eliminate bullying in school because it may create extremism in the minds of the minors. We need to constantly remind friends and families of their worth in our lives and to the country to eliminate cases where they seek acceptance from hate groups.


Dyck, K. (2017). Reichsrock: The international web of White Power and Neo-Nazi hate music. New Brunswick, Canada: Rutgers University Press.

Gerstenfeld, B. (2013). Hate crimes: Causes, controls, and controversies. Los Angeles, CA: SAGE Publications.

Jayson, S. (2017). What makes people join hate groups. Web.

Kite, M., & Whitley, B. (2016). Psychology of prejudice and discrimination (3rd ed.). New York, NY: Taylor & Francis.

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