Marketing Across Culture

Marketing Across Culture
CW2

Table of Contents
Introduction......................................................................................................................................1
A Cross cultural Analysis................................................................................................................1
Hofstede Cultural Model.............................................................................................................1
Social and cultural factors and the marketing mix...........................................................................5
Market entry strategies.....................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

Introduction
Cross culture within business world denotes effort of firm for ensuring that individuals
can communicate in an effectual manner with professional who belongs to distinct background
with respect to them. Basically, this denotes recognition of regional, ethnic and national
differences top bridge gap among them (Ang and Van Dyne, 2015). It implies scrutiny of culture
in context of masculinity, qualitative and individualism lifestyle. When understanding this
aspect, it denotes attempt that is made by firm for communicating with professionals from other
cultural background for having business opportunities for growth. This will lead to enhancement
of their products as well as services within the market. It is expansion of what is covered within
Cross Cultural Analysis in course work 1. This comprises of elaborated description related with
traditional techniques which can be utilised. Rationale behind this project is development of in-
depth understanding with respect to distinct cultures which prevails within two abstracted nation
along with impact that is created on marketing activities of each country (Alon and et. al, 2016).
For understanding the concept of marketing cross culture Uniqlo is taken into
consideration while planning to carry out their expansion within UAE in fashion apparel industry
for women of each age group. It is a Japanese based firm that is designer, manufacturer and
retailer of casual wear. This was founded in 1949 by Tadashi Yanai and Takahiro Wakabayashi
with their headquarters in Japan. This report renders in depth knowledge related with peculiar
cross cultural analysis for justification of differences with respect to social as well as cultural
factors for specific nation. Along with this, it will also furnish impact on behaviour of consumers
on services or products which are being delivered by specific firm. The strategic implications
will be provided on marketing mix and market entry strategies will also be illustrated for
effective expansion within UAE through minimised barriers.
A Cross cultural Analysis
Hofstede Cultural Model
The framework that is being utilised for understanding difference among culture around
countries and to recognize distinguished ways through which business operations are carried
around distinct culture is denoted by Hofstede's cultural model (Cleveland and et. al, 2016)
(Davidov and et. al., 2018). It is liable for making difference among distinct national cultures,
dimensions as well as impact that is created on settings of business. As per CW1 Hofstede's
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cultural model is an apt model which will enable organisation as well as individuals to
acknowledge ways in which offerings, cultures and values of firm will be impacted through
culture of different countries. It is liable for exploring divergence among nations, their beliefs as
well as norm which will create relatable influence on services and products of firm of another
country. It is important for firms such as Uniqlo to interpret it in an appropriate manner with
respect to cultures as well as offerings (Dawkins and et. al., 2016). It is delivering their services
within Japan and is looking forward to expand their services within UAE in fashion apparel. The
impact which will be created on offerings of Uniqlo has been illustrated below through the
usage of Hofstede cultural model:
Power Distance:
This dimension implies that all individuals present within the society are different which
explicit the attitude or knowledge of culture for inequalities which prevails within. Basically,
power distance denotes the extent up to which less powerful individuals of organisation or
institutions accept as well as expect that power is unequally distributed (De Mooij, 2015).
Japan has borderline hierarchical society which implies that they are conscious for their
position within the social act as well as settings with respect to this. In context of Uniqlo they are
delivering there services in Japan and when their exist hierarchical structure, it leads to slow
decision making as each layer has to be involved within this process. Within Japanese education
system there is a notion and as per that each individual is born equal as well as go ahead as per
their work.
(Source: Hofstede Cultural Dimension, 2019)
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Illustration 1: Hofstede Cultural Dimension Japan & UAE Respectively