Marketing across Cultures

Marketing across
Cultures

Table of Contents
INTRODUCTION...........................................................................................................................1
PROJECT CW1 ..............................................................................................................................1
TASK 1............................................................................................................................................1
1. Key perspectives of three key traditional CCA techniques....................................................1
2. Compare and contrast these key perspectives.........................................................................5
3. Recommendation and Conclusion ..........................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing across various culture means trading and delivering the product or service into
different countries with the help of several marketing channel like international merchandising,
emerging market and so on. However, in this increasingly global world, it facilitates organisation
to trade and exchange commodity or services at international level without any barriers
(Tuzlukova and Hall, 2017). Due to which, it helps them to enlarge their market share and
productivity in an effective manner. IN regard of this project, Wego has been considered which
is a reputed brand within Japan fashion retail industry with over 150 stores in Japan . In this
study, it includes identification of different CCA techniques as well as evaluating the same, make
comparison between CCA techniques and finally suggest appropriate recommendation for
further improvement.
PROJECT CW1
TASK 1
1. Key perspectives of three key traditional CCA techniques
The concept of marketing is wholly supported by culture because consumers can be
attracted only when a particular product is able to match with their customs, traditions, norms,
and cultural requirements. Therefore, it has been signified that the culture factor plays a
signifiant role in an organisation growth and development in an innovative and impressive
manner. Moreover, in today's marketplace the term globalisation is being very familiar as it assist
organisation to trade across nation without nay sort of barriers and difficulties. Due to
introduction of such effective concept, companies are able to improve their overall performance
and also aid them to enhance its profitability ratio (Afaneh and et.al., 2014). However, to
determine and analyse the human behaviour as well as market trend, Cross Cultural Analysis
contains a huge role as it help company to generate a long lasting relationship with consumers in
a better way. Hence, cross cultural analysis is a statistical cross cultural comparisons which can
be used to identify or discover traits which is shared between cultures and generate ideas about
regarding cultural universals. However, there are various kinds of CCA techniques which
empower establishment to analyse to determine and analyse the consumer buying behaviour
effectively. Therefore, Wego takes an initiative in implying different techniques or models into
its business function and is explained below:

Hofstede
This model is introduced by Dr. Greet Hofstede in the year of 1970 in order to understand
different culture standards at global pace. It contains six dimensions which are as follows:
Power Distance Index: This component relate with those culture aspect in which accept
and reinforce the fact that the power is being distributed in an unequal manner. For example,
China and Saudi Arabia are viewed as a high power distance index. However, Wego's are
considered in high power distance culture as its manpower are aware about all current market
trend or demand which help them to cope with all all sort of challenges in a effective way.
Moreover, each personnel are assigned with roles and responsibilities sin equal manner that lead
them to maximise profit in a improved way.
Individualism Verses Collectivism: This phase of dimension is mainly focussed on to
identify whether an individual have a privilege for being left alone to look after themselves or
desire to continue with a pool of members or groups. For example, USA is regarded as most
individualistic country in the world. Thus, Wego relate with collectivism culture as they take an
effort to imply collective participation or action from personnel which enable them to promote
their marketing function in an innovative manner (Choi and et.al., 2018).
Masculinity Verses Femininity: This degree is link with emotional role in terms of
distributing responsibilities between genders i.e. male and female and it is regraded as one of the
prime issue within community. For example, Japan is considered as very masculine country
while Norway and Sweden are regraded to be highly feminine. However, Wego makes an
attempt in identifying every personnel potentiality irrespective of gender and based on their
ability or skill manager place them in required position. Due to which, it empower Wego to
maintain their diverse working culture in a better way.
Uncertainty Avoidance Index: This determinant of culture signifies the ability or mindset
of a manpower in terms of accepting and facing future uncertainties without nay stress or
anxiety. For example, South American countries such as Chile, Peru and Argentina are highly
uncertainty avoiding countries. In relation to Wego, it maintain structured policies and system
due to which personnel are less worried about the challenges and job security. Moreover, such
action enable company to adopt any cultural differences and also can improve their overall
marketing performance (Dahunsi and et.al.,2017).