Marketing Across Cultures
Added on 2021-02-19
13 Pages3576 Words82 Views
Marketing Across CultureCW2
Table of ContentsINTRODUCTION...........................................................................................................................3A Cross cultural Analysis................................................................................................................3Hofstede Cultural Model........................................................................................................3Social and cultural factors and the marketing mix...........................................................................6Market entry strategies.....................................................................................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONCross culture is considered as comparison of more than two cultures in terms of their differentareas individualism, masculinity and qualitative lifestyle. While understanding this in businesscontext, it is seen as the efforts of a company so that they can easily communicate with oneanother professionally with different cultural background, accepting such will give passage tobusiness opportunities plus, it will enhance the acceptance of product in market.(Ang and VanDyne, 2015). This project is further extension of Course work 1 completed on topic CrossCultural Analysis with brief description about different traditional techniques. In first reportmain chosen countries for differences are Japan and UAE. The main rationale of this project is todevelop in depth understanding on the different cultures of two separate nation and theirinfluences on one another in marketing activities. For complementing this report UNIQLO istaken as main company which is planning to expand in UAE with women fashion apparel for allage group of women. UNIQLO is Japan based company which is manufacturer, retailer anddesigner of casual wear. The company was founded in the year 1949 and is headquartered inTOKYO, JAPAN. This report provides in depth description on the specific cross culturalanalysis technique applied for justifying differences on the basis of social and cultural factors ofdifferent chosen nation. It later examine social and cultural factors of UAE that could influenceconsumer behaviour of products or services. Also, its strategic implication will going to beshown on marketing mix of the company. At last, it will describe about different market entrystrategies that will support in expanding effectively in UAE with minimum barriers. A Cross cultural AnalysisHofstede Cultural ModelAs 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 anorganisation could be influenced by the culture of different countries. It explores the differencebetween different nations, their norms and beliefs, and relatable impact on the products andservices of organisations of other countries (Davidov and et. al, 2018). It is highly essential foran organisation like Uniqlo, to appropriately and effectively understand difference withincultures and the effects that their offerings could likely experience (Hofstede COUNTRYCOMPARISON, 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 theircultures, which would likely impact the offerings of Uniqulo, and hence, a systematic analysis ofthis model in this context is discussed below:Individualism Versus Collectivism:This element within the technique is related towards individuals within a country that areinterdependent towards their society. To further elaborate, it is associated with how peopleperceive their self image. For instance, in collectivist societies, individuals have a strongbelonging in groups, which encourages them to think appropriately about the society before theirpersonal interests (Maignan, 2001). In contrast, within individualistic societies, people tend toconsider 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 totake appropriate decisions in their lives. This could really be well reflected within the offeringsby Uniqlo, which is one of the most trending companies within Japan. Its fashion apparels arepopular as well as accepted by women of the country, which reflects, that although they weartraditional 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 astrong inclination towards the groups and society prevailing within the country. They are quiteloyal towards the norms as well as beliefs and attitudes that are adopted within a society. Withinthe country, there is a strong level of prohibition towards fashion apparels in women, as it is notacceptable in their religious beliefs, along with the perception of society. There are changescoming within the same, however, organisations like Uniqlo could be seriously affected due tothis factor. They will be having a hard time in selling their offering due to unaccepted status offashion apparels within the country, as it is definitely against their social and cultural value, aswell 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 theorientation and elements prevailing within the nation. For instance, the masculinity face of thedimension effectively represents that the society is perceptive towards heroism, assertiveness,achievement, material rewards, etc. this means that society is highly competitive in nature. In
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