International Marketing Strategy - Report

Added on - 21 Jan 2020

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International MarketingStrategy
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1CONCLUSION................................................................................................................................3REFERENCES................................................................................................................................4
INTRODUCTIONGlobalization is the current necessity of every organization. To expand business and togain competitive advantage many firms are running towards international market. Differentlocations have unique cultures. Enterprise have to produce such goods which can match with theculture of particular country (Mols, 2013). Present report is based on several business cases. Itwill critically analyse the impact of cultural differences on consumer behaviour.LO 1Culture is made-up with set of values and ideologies. Different cultures have severalbeliefs and behaviours. Such as in Indian culture, people live in joint family whereas in UKpersons like to spend their life independent (Cacciolatti and Lee, 2016). It impacts on the buyingbehaviour of individual. All business units have to deal with customers, they have to analyse theneeds and wants of them. Satisfy service users can be beneficial for the firm, so it is necessary tounderstand their desires so that company can provide them such goods which can satisfy them.There are several elements which are included in culture and influence the buying behaviour ofindividual, apart from this it impacts on the international marketing strategies (Tesco:International Marketing Gone Wrong, 2012).Language is he most common component, each country and religion have their ownlanguage which affect the purchasing demeanour of customers (Chan, 2013). To operate in theinternational market, it is important to understand the culture of such country in which languageis the most important part. By understanding language, employees of the enterprise will be ableto understand the needs of service users and they will be able to serve them accordingly. Themajor cultural differences faced by TESCO in the Japanese market. In the year of 2011 TESCOleft the Japanese market (Knight, 2015). As it was failed to meet with the demands of consumerseffectively thus, it has faced huge loss. Japanese people like to have high quality products andservices. It is fact the culture of Japan says that people like to buy such products which is havingexcellent services during the shopping. UK market is far differed from Japanese market, TESCOinvested £250m in Japan without any research about culture and consumer behaviour. As storesof TESCO tend to be large sized so it was impossible for the firm to offer high level consumerservices to every shopper. Though, Japanese people like to buy western products but due to poorservices and quality, they do not like to purchase products of TESCO. Due to this TESCO has1
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