Marketing Across Culture

Running Head: MARKETING ACROSS CULTURE 0
MARKETING ACROSS CULTURE

MARKETING ACROSS CULTURE 1
Contents
A. Introduction.....................................................................................................................2
B. Marketing plan................................................................................................................2
I. External analysis.............................................................................................................2
II. Internal analysis...........................................................................................................3
III. Cultural difference.......................................................................................................5
IV. Marketing theory.........................................................................................................6
C. Conclusion.....................................................................................................................10
D. References...........................................................................................................................11
E. Appendix...........................................................................................................................13
Marketing mix......................................................................................................................13

MARKETING ACROSS CULTURE 2
A. Introduction
Hertfordshire Business School is a United Kingdom-based education center, which is part of
Hertfordshire University. The school is providing various courses related to graduation and
post-graduation. The organization is dealing in this stream since years, and now wishing to
grow their business and enter into the global world, for which the country to enter and to
expand the business is Chile, a country of South America (herts, 2018).
Entering into an international market is not that simple, as the legal rule and laws, the
political system of the country, the cultural relevance, and foreign currency is not always
similar, and need to be considered before going international. For this purpose, a marketing
plan will be prepared for Hertfordshire Business School to enter into another nation (Burdo,
2018)
.

MARKETING ACROSS CULTURE 3
B. Marketing plan
Marketing plan for Hertfordshire Business School is developed in a structure, which includes
the following four stages
I. External analysis
The first stage is to understand the different political, social, economic, and technological
factors of Chile, before deciding on going international. It is essential to analyze what all
environmental factors will affect the investment decision and way to perform certain
activities in Chile. The external analysis will be conducted through PEST analysis:
1. Political factors of Chile include the support from the political party towards the
education industry.
2. Economic factors in Chile include education spending, which is very high. therefore,
it will be beneficial to invest in Chile in this industry for Hertfordshire Business
School
3. Social factors, the language used in the nation is Spanish in general. Moreover, the
responsibility of postgraduate education is of the local community and no other
international company has invested before (Ho, 2014)
4. Technological factors of Chile is one of the reasons for use of technology in this
industry as well, which Hertfordshire Business School also recommended following
(Trivedi, 2016)
II. Internal analysis
The internal analysis is the second stage to develop a marketing plan. The SWOT analysis is
a tool, which is very helpful to identify the organization plus and negative points which will