Global and Crosscultural Marketing

Global and Cross-
cultural Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Situational Analysis.........................................................................................................................1
Company analysis.......................................................................................................................2
Justification of the market choice and target segment or global segment and briefly why?.......5
Brand positioning........................................................................................................................6
Market entry strategies................................................................................................................7
Standardisation and adaptation strategy in relation to the following decisions: ........................8
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing is one of the crucial part of organisation as it helps in performing business
activities in effective manner. It is very important for company to analyses global or cross
culture marketing as it will help in determining strategies for organisation. It has been analysed
that there are different types of culture and it is essential for organisation to analyse the culture
of the country in which organisation to marketing its products and services (Aksoy and et. al.,
2013). Global and cross cultural will lead to have major impact on business activities. Chosen
company for this report is Hennes & Mauritz AB. This is one of the leading Swedish company
that is performing its business function in different part of the world. H&M organisation is
dealing in retail sector and it is developed by Eriling Persson. This company was established in
1947 and its headquarter is located in Stockholm, Sweden. This report includes analysis of
situational or company in order to perform better. It includes marketing analysis or
competitiveness of market environment. It consist of brand positioning as well as value
proposition. Different strategies has been analysed that will help company to enter into new
market. Apart from this standardisation and adaption strategy in order to perform business
activities in effective manner.
MAIN BODY
Situational Analysis
There are situation in which company is performing its business activities. It is very
important for H&M company to analyse the situation through which it is performing its
business activities. Situational analysis includes identification or evaluation of business
environment in which respective is conducting its activities. Situational analysis will help in
determining different factors that will lead to have impact over business environment. The
purpose of analysing situation is to develop better strategies for the growth of organisation.
Company analysis
There are various factors that are related to organisation as well as impact over its
performance (Barakat and et. al., 2015). It is essential for H&M company to analyse these
factors of company before developing marketing strategies. This will help in creating and
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