Global and Cross-cultural Marketing

Global and Cross-culturalGlobal and Cross-cultural
MarketingMarketing

Table of Contents
Introduction......................................................................................................................................1
Situation analysis.............................................................................................................................1
Marketing Environment Analysis..............................................................................................1
Market Competitiveness..............................................................................................................4
Market Choice & Target Segment..............................................................................................4
Brand Positioning.......................................................................................................................5
Value Proposition.......................................................................................................................6
Market Entry Strategies...................................................................................................................6
Standardisation & Adaptation strategies........................................................................................8
Product or Service Strategies.....................................................................................................8
Marketing Communication Strategies.......................................................................................9
Pricing Strategies........................................................................................................................9
Distribution Strategies..............................................................................................................10
People, Process & Physical Evidences in context of consumers............................................10
Other Strategic Marketing Decisions.......................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Introduction
The strategic process of marketing for customers who belongs to distinct culture from
marketer's culture is referred to as cross-cultural marketing. Global marketing refers to process
related with adjusting to marketing strategies of firm for adapting to situations within other
countries. Global and cross-cultural marketing denotes the process that is related with selling of
product through appropriate planning, production, placing as well as promotion of business
services or products in world-wide market (Adekola and Sergi, 2016). To understand the concept
of global and cross-cultural marketing, Lotus Cars is taken into consideration which
manufactures racing as well as sports cars and is headquartered in UK. They fabricate light
weight as well as fine handling characteristics within their services. This report comprises of
situational analysis, market entry strategies, and standardisation and adaptation strategies.
Situation analysis
The process in which synthesis is being carried out with respect to internal as well as
external factors of businesses is referred to as situation analysis. This implies systematic
gathering as well as assessment of past as well as present technological, economical, social and
political data which aims at determination of forces which creates an impact on performance of
firm as well as choosing strategies for the same (Bird and Mendenhall, 2016). For understanding
this aspect, the company analysis in context of Lotus Cars has been shown below:
Marketing Environment Analysis
The strategic analysis tool which aids within identification of internal as well as external
factors of the environment that are liable for creating an impact on abilities of firm to render their
services in an effectual manner is referred to as marketing environmental analysis. With respect
to Lotus Cars as they are rendering their services worldwide, it is important for them to analyse
all the factors before serving particular country (Davies, 2016). The reason behind this is that, in
case if their political or economic conditions are not stable then it is very obvious that firm will
not attain appropriate profit and might face loss. The internal analysis can be carried out through
the usage of SWOT and external can be conducted by making use of Pestle. They have been
illustrated beneath:
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SWOT Analysis: It is liable for identification of company's strengths, weaknesses,
opportunities along with threats which are being faced by organisation. Lotus Cars is leading
brands within automobile industry. The SWOT analysis is illustrated below:
Strengths Weaknesses
 Lotus Cars furnishes there customers
with light weight designs that will
renders high power to weight ratio.
 There vehicles are hand built which
leads to furnish high precision as well
as care within manufacturing.
 They have strong presence within the
Formula One and motor sport.
 Dependent on other manufacturers for
designing their accessories and engines.
 Brand penetration and presence is
restricted within fewer countries only.
Opportunities Threats
 F1 team of Lotus Cars has done good
which can be utilised by them for
enhancing brand image.
 Lotus Cars can add their production
facilities within Asia through which
cost associated with this can be brought
down through which profit margins can
be increased.
 Market shares of Lotus Cars can be
taken up by European manufacturers.
 If any kind of cash flow occurs then it
will become difficult for them to revive
from it.
Pestle analysis: This implies aggregation of six distinct elements that must be
emphasised by business entities for executing their activities in an appropriate manner. All these
factors are being analysed by strategy manager of Lotus Cars in detail (Kolios, Read and
Ioannou, 2016). They are illustrated below:
Political: This involves procedures as well as policies which are being formulated by
government of nation like trade regulations, taxation laws, political stability, etc. The stable as
well as strong political state of UK government holds on possibilities for Lotus Cars to grow
feasibly as well as expand their operations in nation being within jurisdiction of policies. But
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