Marketing Across Culture Report 2022

RUNNING HEAD: MARKETING ACROSS CULTURE
MARKETING ACROSS CULTURE
Name of the Student:
Name of the University:
Author’s Note:

MARKETING ACROSS CULTURE1
Executive summary
This report aims to prepare a strategic marketing plan for the Hertfordshire Business
School. This organisation is interested to expand its business-related programs in
Egypt. This report finds that huge cultural differences between the UK and Egypt can
disrupt the initiative of this educational organisation. This organisation has to utilise its
strengths and opportunities to deal with threats and opportunities to achieve its
objectives. A marketing plan is developed for this organisation, which can help this
organisation to achieve its objectives.

MARKETING ACROSS CULTURE2
Table of Contents
Introduction:.......................................................................................................................3
External analysis:...............................................................................................................3
SWOT analysis:.................................................................................................................5
Action plan:........................................................................................................................6
Cultural differences:...........................................................................................................7
Power distance:..............................................................................................................8
Individualism:.................................................................................................................8
Masculinity:.....................................................................................................................9
Uncertainty avoidance:................................................................................................10
Long term orientation:..................................................................................................10
Indulgence:...................................................................................................................11
Conclusion:......................................................................................................................12
Academic References:.....................................................................................................13
Secondary References:...................................................................................................14
Appendices:.....................................................................................................................16

MARKETING ACROSS CULTURE3
Introduction:
In today’s competitive landscape, a University must develop strategic
management planning to manage its marketing operation across global markets.
Hertfordshire Business School is a part of the University of Hertfordshire, a UK based
university formed in 1952. Hertfordshire Business School is interested to enter Egypt,
an emerging market. Marketing plan to entry in Egypt for business-related programs of
study can be beneficial for Hertfordshire Business School. This paper aims to develop a
marketing plan for this organisation by analysing the external environment. SWOT
analysis will be used in this report to identify the strengths, weaknesses, threats, and
opportunities. By using Hofstede insight, the cultural differences will be identified. Based
on this analysis marketing plan for this organisation will be developed.
External analysis:
Hertfordshire Business School is interested in its business-related programmes
of study for Egypt. So it can be said that Business-related programmes study is the
product. Targeted market if Egypt. To identify the market-related issues PEST analysis
will be done. The environment of Egypt, in which the Hertfordshire Business School has
to operate can be vulnerable to certain factors such as political, economic, social and
technological factors.
Political factors:
A politically stable country can be suitable for an educational institution. Egypt is
not a politically stable country (Abdou and El Ebrashi 2015). Due to military rule, the
democracy of Egypt has not flourished. Struggle between political parties Judiciary and