Cross Cultural Marketing

Cross Cultural
Marketing

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Social and cultural factors and the marketing mix......................................................................3
Market entry strategies................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Cross cultural marketing can be defined as the process of performing marketing activities for
various customers who belongs to different cultures. With the help of it companies can market all
the products and services for those clients who are living in different countries and considered as
the part of targeted segment (De Mooij, 2015). The countries which are selected for the analysis
are UK and UAE and the company which is selected for thus report is Ragus Sugars. It is one of
the medium sized organisations established in United Kingdom. Now the organisation is
planning to expand its business in UAE. This assignment covers various topics which are cross
cultural analysis, social and cultural factors with marketing mix etc. Apart from this, different
market entry strategies are also covered in this project.
MAIN BODY
A cross cultural analysis
A cross cultural analysis is analyzing different types of cultures so that effective
strategies for performing marketing activities could be formulated. With the help of it, business
entities can attract large number of customers. Main objective of this section is to analyse
different elements of Hofstede’s cultural model in context of UAE and United Kingdom. This
model is a framework which is used for cross culture communication and it was introduced by
Hofstede in year 1980. With the help of it companies can analyze the effects of society’s culture
on the business activities (De Mooij, 2018). In order to reach to the targeted success, it is very
important for the business entities to assess the culture which is followed by the customers. It
will help to meet their expectation level and fulfil their demand by providing them such products
which could be bought by them to satisfy their needs. There are six different elements of this
model which are discussed below in context of both the countries:
Power distance index: This element of the analysis is based upon the degree of power of
an individual in the society. There are two type of individuals in the society one who are having
their separate place in the societal hierarchy and others who are not having any power of sharing
their opinion with others. UK and UAE are totally different from this point of view because in
United Kingdom all the individuals have right to share their opinion with the superiors of the
organization. On the other hand, in UAE the subordinates do not have right to share their ideas
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