MARKETING ACROSS CULTURE Global Corporation strategically

MARKETING ACROSS CULTURE
Global Corporation strategically manages its marketing operation across global
market and culture
1/6/2019
Student Name

Contents
Introduction....................................................................................................................2
Hertfordshire Business School situation analysis......................................................2
Key issues related to the Cross cultural marketing........................................................2
Objectives of the cross culture marketing..................................................................2
PEST Analysis of Kenya................................................................................................3
SWOT Analysis.............................................................................................................3
Action Plan.....................................................................................................................4
Strategies for marketing.................................................................................................5
Product development strategy:...................................................................................5
Entry strategy:............................................................................................................6
Product Strategy:........................................................................................................6
Promotional strategy:.................................................................................................6
Pricing strategy:.........................................................................................................6
Place strategy:............................................................................................................6
Cultural differences between Kenya and United Kingdom...........................................7
Small v/s large power distance:..................................................................................7
Individualism v/s collectivism:..................................................................................7
Masculinity V/S Femininity.......................................................................................8
High V/S Low Uncertainty avoidance.......................................................................8
Long V/S short- term orientation:..............................................................................8
Indulgence V/S Restrain:...........................................................................................8
Conclusion......................................................................................................................9

Introduction
Cross-cultural marketing is defined as when all market behaviours are culturally bound. In
this both customers as well as business, practices are performed at the larger extent. When
countries become diverse, more opportunities along with the threats are arises. This entire
process of planning, producing, placing and promoting the company’s product in a worldwide
market helps in generating and maintain the cross culture, globally (Incitrio, 2018).
Hertfordshire Business School situation analysis
As (HBS) is going to do their business cross- culturally, they have to work over the certain
strategies, which are prevailing in the global market of Kenya. Likewise, they have to have
major focus on the communication skills, language, culturally. In market terms if they are
thinking of going cross culturally they have to focus on Kenya is other business schools
competitors, Kenya’s different marketing strategies. Not only this they have to look for the
entire environments working within the Kenya’s business schools they are classified on the
basis of political, economic, social and technological (Gallagher, and Savage, 2013).
Key issues related to the Cross cultural marketing
In concern to the internal environment, companies who are inclined towards the global
businesses have to certain issues, which become barriers in achieving success. Likewise,
(HBS) is turning them towards the Kenya culture and for that, they have to analysis the
overseas market and have to shift themselves according to the specific countries
requirements. Along with this, they also have to focus over the norms, laws, the business
culture, and their best practices to attain the global goals (Chen Lu & Weiwei Fan, 2015).
Objectives of the cross culture marketing
 To majorly emphasis on the key influence of culture when making and implementing
decisions on international markets.
 In order to enhance the cultural competences in the understanding of diversity in the
world market.
 To majorly focus on the intercultural sensitivity and international communication
aspect.
 To illustrate the intercultural marketing approaches in the variety of the business
settings.

 Major focus should be on customers’ needs, preferences and their behaviour
identification (Schech, 2014).
PEST Analysis of Kenya
Political
 Political changes originated
from formation of bicameral
authorities administration.
 There are the considerable
limits over the political
activities.
 Kenya use to welcome the
foreign direct investments.
 Tariffs and taxes are also
one the major point to be
highlighted while doing
business globally.
Economic
 The quickest and the most
developed economy.
 Kenya economy has experienced
the steep growth.
 Country wealth is the mandatory
aspect to be considered.
 A proper market research along
with the structure of the market.
 A jump made by the population
from poverty to the upper and the
middle class.
 Majorly focusing on the literacy
rates.
Social
 In social terms, Kenya has young
population for that HBS can attract
them.
 There are also low numbers of
higher education institutions.
 Kenya is unable to carter the
demand for the labour market.
 HBS can implement the modern
techniques and methodologies to
attract more and more students.
Technological
 A mechanical improvement leads to
the change in working patterns.
 Various organisations have
established and having a positive
atmosphere for the progress of the
nation.
 HBS can bring them into Kenya may
have to exploit at the technological
front in order to give quality
learning techniques to the general
youth (Gupta, 2013).
SWOT Analysis