International Marketing and Communications Management

Executive Summary
The report has a considerable discussion on marketing concepts that includes Hofstede
cultural dimensions, Marketing-mix, and STP (segmentation, targeting and positioning).
Report describes product, price, place and promotion in a considerable manner with
appropriate range which it is offering and with its prices according to chocolate sizes.
Further, the discussion has been continued on positioning, segmentation, and targeting of
products of Palm delight.

TABLE OF CONTENTS
INTRODUCTION........................................................................................... 2
Hofstede Cultural Dimensions....................................................................2
Power Distance Index........................................................................................................................2
Individualism versus Collectivism......................................................................................................3
Masculinity versus Femininity...........................................................................................................3
Uncertainty Avoidance Index............................................................................................................4
Long- Versus Short-Term Orientation...............................................................................................4
Indulgence versus Restraint .............................................................................................................5
MARKETING MIX......................................................................................... 5
References ............................................................................................... 11
Appendixes.........................................................................................................12

INTRODUCTION
This report brings out a discussion on UK`s confectionary product named as Palm delight. It
highlights how determinants of the Hofstede cultural dimension affects the sales of palm
delight in two countries while making purchase decisions. It includes power distance index,
which indicates patterns of expending personal disposable income affecting the purchasing
pattern of Palm delight. It will also show how masculinity and femininity affects the Palm
delight purchases. The report also includes a considerable discussion on elements of
marketing-mix such as price, product, promotion, and place. The company offers a huge
range of flavours from Hazel nut, fruits, rose, mint, and cloves. At last, it highlights how
both young and adult individuals can be convinced with the inclusion of health concerned
ingredients in it along side its luxurious packaging (Datta, Ailawadi, and van Heerde, 2017).
Hofstede Cultural Dimensions
Power Distance Index
PDI index measures distribution of wealth, power, and among culture, individuals, and
nation. PDI provides the extent to which subordinates do follow impulses of authoritative. If
PDI is, lower in certain countries when organisations work closely with citizens. Higher PDI
indicates strong hierarchy of authority. When analysing the PDI of two selected countries
such as US and Malaysia. Power distance in US where cultures and societies are not nearly
equal because this range differs from culture to culture. US scores 40, which is low because it
values liberty and justice for all. On the other hand, Malaysia has highest PDI of score 104
(Hofstede Insights, 2019). As palm delights aims people of all genders. The product has
luxurious characteristics that target the country that has low PDI. Therefore, not everyone in
the country have liberty and same level of income. Whereas, on the other hand, the