Global Marketing | CocoAfair | Case Study Report

Running head: GLOBAL MARKETING
Global marketing
Name of the Student
Name of the University
Author Note

GLOBAL MARKETING1

GLOBAL MARKETING2
Contents
Standardization or adoption considerations
Cross cultural analysis
Other factors
Recommendations

GLOBAL MARKETING3
According to researchers, in order to establish a business in a foreign nation, it is highly crucial
for an organization to considerations the cultural dimensions as well as differences between the
host country and the guest country. In order to analyze the cultural dimension, in the following
paragraphs, Hofstede model of cultural comparison has been conducted.
When it comes to the first cultural dimension that is power and distance, it has been observed
that the score of Malaysia is 100 whereas for UK the collective score is 35. Thus it can be
understood that people in Malaysia are more likely to follow the hierarchical order and thus the
Malaysian workplace are more prone to centralization, inherent inequalities and autocracy. Since
this is not true inn case of UK, it will be highly crucial for the management of Cocoafair to
ensure that the culture that they will be establishing in Malaysia will neither be too autocratic nor
transformational in nature (Huang and Crotts 2019). Another major cultural difference
experienced by the organization includes the degree of individualism. The Malaysian society
being a collective one manifests close and prolonged commitment to the member group that