Marketing Across Culture

MARKETING ACROSS
CULTURE

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Cross – cultural analysis..........................................................................................................1
2. Social and cultural factors affecting marketing mix...............................................................3
3. Market entry strategies............................................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is set of activities and process of making, communicating, delivering and
exchange offers. This activity has value for company, customers and share holders in terms of
quality, revenue or profits. Marketing across culture consider global organisations and how they
can adapt different international cultures in it's activity. Oliver Spencer is UK brand of clothing
for man founded in 2002 which manufacture formal wear with best quality yarns and fabric
(Ting-Toomey and Dorjee, 2018). In this assignment cross – cultural analysis technique will be
included to understand social and culture difference among two different countries. This will
examine that how social and culture factor will help company to target and influence consumer
buying behaviour. Also evaluation and implications of strategies on marketing mix will be done.
At last, this will include evaluation of different strategies for entering into international market
and recommendation for best strategy.
MAIN BODY
1. Cross – cultural analysis
Marketing is process by which promotional activities are planned so that products or
services are recognised in market place by customers. Marketing across culture is concept used
by global companies to adapt different diversity while expanding business operations. It helps in
providing important information about marketing strategies and their implications in context of
different nations. Oliver Spencer was founded in 2002 manufacturers and promotes their formal
wear brand for men. This brand focuses on premium tailoring with quality and finest range of
clothes. This is research tool which is used to analyse information about characteristics and
customers influencing consumer behaviour. There are different techniques by which this tool can
be analyse and best strategies are framed to understand cultural diversity in different markets for
company (De Mooij, 2018). In case of Oliver Spencer, Hofstede will be most suitable so that
cultural differences in UK and China can be understand completely. This technique is most
effective in analysing elements present in different culture so that company gets clear
understanding to make strategies. There are six different types of dimensions that helps in
ascertained cultural diversity between UK and China, are as follows:
1

Power distance Index: This dimension is concerns with extend to which power is distributed
among the individuals, institutions and organisations. In context of china it is one of those
countries which does not accept inequalities in terms of distribution of power. This will help
Oliver Spencer to effectively conduct it's business and provides best quality product in market.
Individualism and Collectivism: This is the degree by which society maintains interdependence
among its individuals. China is one of most highly collective culture there individuals act in
interests of group rather than focusing on individualism (De Mooij, 2019). This might have
negative impact on the company as negative feedback of some individuals can lead to full
boycott of formal wear designed by Oliver Spencer.
Indulgence versus restraint: This define extend to which individuals are able to control and
restraints their desires and impulsive behaviour bases on socialisation. China is one of restrained
country or society which have tendency to put less efforts for leisure times and control their
desires. This will help Oliver Spencer in its operations as it deals in formal wear and individuals
are more into work, thus helps in increasing sales revenue. Another benefit is availability of hard
working employees who have controlled desired and will work effectively in direction of
achieving organisational objectives.
Masculinity and femininity: In context of China, it is a male dominant country and they hold
most prestigious and economically strong positions in region. This will help Oliver Spencer to
come up as brand for formal wear for men. This factor will be helpful for company to grow and
expand it's business and operations at early stage and then capture market share.
Short & Long time orientation: This dimensions show that how society maintains links with its
past while facing challenges in present and of future. China score high in this dimensions as
there is ability to adapt changes according to situations and thrive to achieve results (Gomes,
Sousa and Vendrell-Herrero, 2017). This will have positive impact on Oliver Spencer as
company will come up with different types of formal wear which are different from their
traditional dresses.
Uncertainty avoidance index: This dimensions deals with fear of threat by unknown situations
of future events and creating institutions to avoid such beliefs. China scores low in this index
which imply that individuals in China are comfortable with feeling of ambiguity and there is
difficulties for Oliver Spencer to understand the local language and start their operations
effectively.
2