Marketing across Cultural Differences

Running head: MARKETING ACROSS CULTURAL DIFFERENCES
Marketing across Cultural Differences
Name of the university
Name of the student
Author note

1MARKETING ACROSS CULTURAL DIFFERENCES
Table of Contents
Introduction....................................................................................................................2
Findings and analysis: product and market related issues.............................................2
Cultural differences....................................................................................................2
External factors: PEST analysis.................................................................................3
SWOT analysis...........................................................................................................4
Recommended strategies for marketing.........................................................................6
Overcoming cultural differences................................................................................6
Government policies and implementation of fee structure........................................7
Recovering the competitors’ threat............................................................................7
Action plan: implementation of strategies.....................................................................9
Conclusion....................................................................................................................12
References....................................................................................................................14

2MARKETING ACROSS CULTURAL DIFFERENCES
Introduction
This report intends to explore marketing opportunities of University of Hertfordshire
Business School as the organisation is on the verge of implementing their international
policies. After reviewing both the educational environment of Kenya and Chile, is has been
understood that both geographically and commercially Chile would be a wiser choice than
choosing Kenya as an international location for their investment in overseas educational
platform. This report following by a situational analysis will try to suggest necessary
strategies for publicizing and creating awareness among students across Chile about better
quality of education. After analysing the existing issues and external factors with the services
and market, an action plan will be framed with relevant marketing theory and considering
cultural differences between two places. Successful implementation of marketing strategies
across the cultural barriers would help to accomplish business objective as well.
Findings and analysis: product and market related issues
Cultural differences
According to the findings, while working on an international project organisations
very likely confront with both the professional and personal cultural barriers. One of the
necessary aspect of a successful international expansion is to imply relevant management
theories to mitigate existing cultural issues and move forward. Such issues occur as
globalised business practices gather so many people together with different backgrounds.
According to De Mooij (2015), they perceive varied beliefs about professional culture as far
as global marketplace of higher education is concerned. According to Hofestede’s cultural
model and reviewing the journal Pucciarelli and Kaplan (2016), to resolve such issues and to
avoid such situations his theory of power-distance, uncertainty avoidance,
masculinity/femininity and individualism/collectivism can be implemented.

3MARKETING ACROSS CULTURAL DIFFERENCES
External factors: PEST analysis
Political Economic
 After analysing the political factors, it has
been understood that HBS has immense
potential, as discussed in Bernasconi, and
Celis (2017), government’s
implementation of free tuition policy has
influenced students to go for secondary
education which is the major reason behind
seeking for university degree.
 However, Government’s free tuition policy
and other loan policies as described in
Beyer et al. (2015) would have a negative
impact over HBS’s fee structure as well.
 As mentioned before, Chile’s
economy is in a condition of
consistent development. Such
condition indicates nature of
pursuing higher education among
students.
 Theoretically, amended credit
policies of the country will support
the rise of individual organisations
like HBS university chains.
Social Technological
 Analysing the behaviour of the students;
who are the targeted consumer base of
HBS university, it can be stated where
literacy rate is high and students tend to
choose business studies as their subjects in
higher education HBS has potential to
exploit the educational marketplace of
Chile.
 Along with other developing
countries, Chile has also embraced
the benefits of creating Virtual
learning environment rather than
personal one (Nagata et al. 2014).
HBS has become elated to know
such practices within the country as
back in UK they are applying the
same method in order to provide