Managing Across Cultures: Marketing Plan for Hertfordshire Business School in Chile

Running Head: MANAGING ACROSS CULTURES 0
MANAGING ACROSS CULTURES
Student name
1-9-2019

MANAGING ACROSS CULTURES 1
Contents
1.0 Introduction..........................................................................................................................2
2.0 Marketing plan.....................................................................................................................3
2.1 External analysis..............................................................................................................3
2.2 Internal analysis...............................................................................................................4
2.3 Cultural difference...........................................................................................................6
2.4 Marketing theory..............................................................................................................7
3.0 Conclusion..........................................................................................................................11
4.0 References..........................................................................................................................12
5.0 Appendix............................................................................................................................14
SWOT Table........................................................................................................................14

MANAGING ACROSS CULTURES 2
1.0 Introduction
International marketing is conducting the business across the border, which needs to develop
a well suitable and structured international marketing plan. There are various aspects that
need to be decided and analyzed for entering into the international boundaries. The initial
step to conduct is environmental analysis, where the business is to be done, that can be done
through a tool, which is the PEST analysis tool. Next step in developing the plan is to analyze
the internal analysis (businessjargons, 2018).
For going international, an organization must have specific strategies related to every aspect,
and for which it is necessary to understand the cultural differences of the home and the host
country. Therefore, the report for this marketing plan will focus on margining the cultures of
the two different nation. The organization for this report, for detail understanding of cultural
difference and the marketing strategies, while entering into another nation is Hertfordshire
Business School entering into Chile (Alvesson, 2016)
Hertfordshire Business School is a section of the University of Hertfordshire, based in the
United Kingdom. Due to the stability in the product life cycle of the organization, it decided
to expand the business in another nation, Chile, which this report will consider to develop an
marketing plan and understand the cultural difference (herts, 2018).

MANAGING ACROSS CULTURES 3
2.0 Marketing plan
2.1 External analysis
The initial stage of the plan is to assess the external environment of the nation where the
organization is entering. This is an essential stage, as the company will be existing and will
affect the external environment of Chile. For this purpose, the PEST tool would be applied
2.1.1 PEST analysis
The four factors to consider to analyze the environment of Chile is:
Political
The political environment of Chile is supportive and favorable in terms of education. This
would be a plus point for Hertfordshire Business School to invest in Chile for the education
sector (Chung, 2015)
Economic
The society of Chile is majorly focused over education as a base for economic growth of the
country. Moreover, the expenditure on education is very high by the nation