Marketing Across Culture

Marketing Across Culture
CW2

Table of Contents
INTRODUCTION...........................................................................................................................3
A Cross cultural Analysis................................................................................................................3
Hofstede Cultural Model........................................................................................................3
Social and cultural factors and the marketing mix...........................................................................6
Market entry strategies.....................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Cross culture is considered as comparison of more than two cultures in terms of their different
areas individualism, masculinity and qualitative lifestyle. While understanding this in business
context, it is seen as the efforts of a company so that they can easily communicate with one
another professionally with different cultural background, accepting such will give passage to
business opportunities plus, it will enhance the acceptance of product in market.(Ang and Van
Dyne, 2015). This project is further extension of Course work 1 completed on topic Cross
Cultural Analysis with brief description about different traditional techniques. In first report
main chosen countries for differences are Japan and UAE. The main rationale of this project is to
develop in depth understanding on the different cultures of two separate nation and their
influences on one another in marketing activities. For complementing this report UNIQLO is
taken as main company which is planning to expand in UAE with women fashion apparel for all
age group of women. UNIQLO is Japan based company which is manufacturer, retailer and
designer of casual wear. The company was founded in the year 1949 and is headquartered in
TOKYO, JAPAN. This report provides in depth description on the specific cross cultural
analysis technique applied for justifying differences on the basis of social and cultural factors of
different chosen nation. It later examine social and cultural factors of UAE that could influence
consumer behaviour of products or services. Also, its strategic implication will going to be
shown on marketing mix of the company. At last, it will describe about different market entry
strategies that will support in expanding effectively in UAE with minimum barriers.
A Cross cultural Analysis
Hofstede Cultural Model
As reflected earlier in CW 1, Hofstede's cultural model is an appropriate framework,
which enables individuals and organisations of how values, culture and offerings of an
organisation could be influenced by the culture of different countries. It explores the difference
between different nations, their norms and beliefs, and relatable impact on the products and
services of organisations of other countries (Davidov and et. al, 2018). It is highly essential for
an organisation like Uniqlo, to appropriately and effectively understand difference within
cultures and the effects that their offerings could likely experience (Hofstede COUNTRY
COMPARISON, 2019). The firm belongs to Japan is willing to offer fashion apparels for women

in UAE. Both the countries and significant differences in their perceptions as well as their
cultures, which would likely impact the offerings of Uniqulo, and hence, a systematic analysis of
this model in this context is discussed below:
Individualism Versus Collectivism:
This element within the technique is related towards individuals within a country that are
interdependent towards their society. To further elaborate, it is associated with how people
perceive their self image. For instance, in collectivist societies, individuals have a strong
belonging in groups, which encourages them to think appropriately about the society before their
personal interests (Maignan, 2001). In contrast, within individualistic societies, people tend to
consider themselves as well as their direct family members only.
In context of Japan, the society within the country is inclined towards individualism,
wherein, the society is inclined towards having a self opinion towards how to lead their lives.
However, a sense of society is somewhat present within their decisions, which guides them to
take appropriate decisions in their lives. This could really be well reflected within the offerings
by Uniqlo, which is one of the most trending companies within Japan. Its fashion apparels are
popular as well as accepted by women of the country, which reflects, that although they wear
traditional clothes too, there is an effective level of acceptance for modern clothes too.
In relation with UAE, it is a highly collectivist society, which means that they have a
strong inclination towards the groups and society prevailing within the country. They are quite
loyal towards the norms as well as beliefs and attitudes that are adopted within a society. Within
the country, there is a strong level of prohibition towards fashion apparels in women, as it is not
acceptable in their religious beliefs, along with the perception of society. There are changes
coming within the same, however, organisations like Uniqlo could be seriously affected due to
this factor. They will be having a hard time in selling their offering due to unaccepted status of
fashion apparels within the country, as it is definitely against their social and cultural value, as
well as quite different from the cultural norms of Japan..
Masculinity Versus Femininity:
This element within the cultural model reflects the preference of the society towards the
orientation and elements prevailing within the nation. For instance, the masculinity face of the
dimension effectively represents that the society is perceptive towards heroism, assertiveness,
achievement, material rewards, etc. this means that society is highly competitive in nature. In