Managing Cross Culture in International Business

INTERNATIONAL BUSINESS 1
Contents
Introduction...........................................................................................................................................2
Finding Analysis....................................................................................................................................2
Issues Face by the Hertfordshire Business School.............................................................................2
PEST Analysis.......................................................................................................................................3
SWOT analysis......................................................................................................................................5
Cultural differences between UK and Chile..........................................................................................6
Power Distance..................................................................................................................................6
Individualism.....................................................................................................................................6
Masculinity........................................................................................................................................7
Uncertainty Avoidance......................................................................................................................7
Long Term Orientation......................................................................................................................7
Indulgence.........................................................................................................................................7
Marketing Plan......................................................................................................................................8
Ansoff Matrix....................................................................................................................................8
Marketing Mix...................................................................................................................................9
Conclusion.......................................................................................................................................11
References.......................................................................................................................................12
Appendix.............................................................................................................................................15

INTERNATIONAL BUSINESS 2
Introduction
Cross culture marketing is the strategic process of marketing among consumers whose culture
is different from the other country culture. In this process, the company enter the new market
due to which culture of the existing market is change with new market. Threat and
opportunity arises while the countries become more diverse (Baker, 2016). This report is
based on marketing plan for university. In this report, the discussion is made on the
Hertfordshire Business School. Hertfordshire Business School wants to enter the Chile to
provide the services at the large area. Hertfordshire Business School has to develop the
strategies in order to enter the market of Chile.
In this report, the analysis has been done to analyse the issues which will face by the
company at the time of entering the Chile. Later on, PEST Analysis will be done to identify
the strength, weakness, threat and opportunities. In the last, the marketing plan is developed
for the university so that it can enter the market as per the requirement.
Finding Analysis
Issues Face by the Hertfordshire Business School
Funding
Funding is essential aspects of higher education because it’s directly related to the
strengthening of institutions. It is observed that the universities require the higher budget for
free cost of tuitions for the poor children. The government provides the funds to Chilean
universities in order to reduce the cost of tuition fees. The government provides the
scholarships to cover the first part of universities and the remaining will adjust with the lower
degree of loans with the lower rate of interest (Trading economics, 2018).

INTERNATIONAL BUSINESS 3
Institutional Framework
The higher education system needs to be following the institutional framework. Institutional
framework states that the main objective of the universities has to deliver the services of
teaching instead of earning profit. The sub-secretary of education and Superintendence
should stop the institutions to earn the profit (Sanchez, 2013).
Demand for Public education
It has been seen that the ministry of education states that the universities has the
responsibility to provide the quality of education. The universities have to provide the
education free of cost but it is founded that the universities have high fees with the tax money
which cannot be afford by everyone. Only prosperous people will send their children to
higher quality private schools and universities. The Universities are not funded well by the
government due to which they have to charge the high amount (Fine, 2017).
PEST Analysis
Political
 Only nation in Latin America in terms
of lowest political risk.
 Taxes in Chile are lowest as compare
to the others countries as the
corporate tax is 17% (Export. Gov,
2018).
 Foreign secretary Johnson and
Economic
 Chile is the fastest growing
economies.
 Open market economy with the solid
macroeconomic stability due to which
the poverty is reduced between 2000
and 2015 with the percentage of 26 to