Marketing Across Culture

Marketing across culture
Global corporation strategically
manages its marketing operation
across global market and culture
Student name

Marketing across culture 1
Contents
Introduction....................................................................................................................3
Situational Analysis.......................................................................................................3
Internal Situation........................................................................................................3
External situation.......................................................................................................4
Economic factors........................................................................................................4
Political and legal factors...........................................................................................4
Technological factors.................................................................................................5
Cultural factors...........................................................................................................5
SWOT Analysis.............................................................................................................5
Objectives.......................................................................................................................6
Outlined International Marketing plan...........................................................................7
Entrance Method:..........................................................................................................7
Marketing plan structure:...............................................................................................7
Marketing Mix strategies adopted by global corporations:........................................8
Monitoring.................................................................................................................9
Cultural differences....................................................................................................9
Small v/s large power distance:................................................................................10
Individualism v/s collectivism:................................................................................10
Masculinity V/S Femininity.....................................................................................10
High V/S Low Uncertainty avoidance.....................................................................11
Long V/S short- term orientation:............................................................................11
Indulgence V/S Restrain:.........................................................................................11
Conclusion....................................................................................................................11
References....................................................................................................................12
Appendix:.....................................................................................................................14

Marketing across culture 2

Marketing across culture 3
Introduction
Global marketing highlights that procedure of modifying the marketing approaches of the
particular company to familiarize to the changes of other nations. In basic terms, global
marketing refers to trading of products and services globally (Lee, and Carter, 2011). It also
gives emphasis on those small businesses, being global for them is very difficult and the
dynamic process. Attainment of a deep understanding of the target market, the opposition,
market trends and the also focuses on the necessities to successful unveiling and drive growth
for the strong foundation (Gillespie, and Riddle, 2015).
Situational Analysis
Certain strategies are to be adopted by Hertfordshire business school (HBS) to manage
marketing operations across global market of Chile and its culture likewise, cultural factors
like language, which needs close attentions while doing international marketing. Another one
is taste and the preferences of the ultimate customers, which is very problematic for the
corporations because of the countries people eating habit. Other than this, regional values,
customers taste and age/ demographics (Copper, 2010).
Internal Situation
Companies who are doing international businesses, they face certain issues and those become
hurdles in achieving international success. Likewise, many businesspersons usually
contemplate of overseas market vaguely and shift to the non-specific countries.
No focus on internal information: In order to enter the new global market, company needs
to consider the probable opportunity in the market, focus on the internal data to get more
information whether to see that is there any strong bond between the product, services or
market (De Mooij, 2018).
Lack of knowledge on global logistics: In this, the dealers have to guarantee that they could
market to those clienteles in the republics in which they are entering. They should also
consider that how to demonstrate local currency and highlights that how to support the idioms
of the customers.
Non-usage of competent employees: In this, the companies’ international marketing fails
because they fail in considering the input of solid and competent employees in the overseas