Marketing across Cultures

This report discusses the concept of cross-culture analysis and its impact on marketing and promotional activities. It focuses on the cultural differences between UAE and Japan and how they affect the marketing strategies of a retail company called Wego. The report also explores the Hofstede Cultural Model and its dimensions, such as masculinity versus femininity and individualism versus collectivism. Additionally, it discusses the influence of cultural and social factors on the marketing mix and provides insights into market entry strategies.

Marketing across Cultures
Assignment CW2

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
A Cross-Cultural Analysis ..............................................................................................................3
Cultural and Social Factors & Marketing Mix...............................................................................6
Market Entry Strategies. .................................................................................................................8
CONCLUSION ............................................................................................................................10

INTRODUCTION
Cross culture is a aspect which is growing with diversity amongst people who belong to
different backgrounds, nations, ethnicities and importance of combing them together. This is a
concept which deals with comparative study which has to be done between various cultural
areas. In case of International business, cross culture is a critical issue which plays a part in
success of trade taking place at international level as this is a process which is based on
interaction between workforce which is belonging to different cultures and regions. This report is
a extended part of Course Work 1 which is based on cross culture analysis. Selected countries
are UAE and Japan which are aiming at development of understanding of culture of these two
countries with their impact on marketing and promotional activities (del Mar Miras‐Rodríguez,
Carrasco‐Gallego and Escobar‐Pérez, 2015). In this report Wego is selected as a base company
which is a retail company established in Shibuya, Tokyo and they have approx 150 stores located
in Japan. This is a retail store which is gaining lot of popularity amongst youngsters and is one of
hottest spot in Japan. There are several aspects which have been considered in this report such as
various difference between social and cultural factors which is having influence on behaviour of
their customers. This report also considers different strategies of marketing which ave been
examined by this company so that they can plan their expansion.
MAIN BODY
A Cross-Cultural Analysis
Hofstede Cultural Model
Hosfstede's cultural dimension refers to a model which was developed be Geert Hofstede
and main purpose is cross cultural communication. This is a framework which is used for
developing a understanding of diversity in cultures prevailing in different countries. Various
business area using this model so that they can distinguish between culture of different countries.
In case of Course work 1 appropriate model for cross cultural analysis is Hofstede's culture
dimension. It is helpful in developing a understanding of diversity in norms & beliefs of culture
and values of company belonging to different countries (Hoppner, Griffith and White, 2015)
and Zhao, 2015). This is also assisting in developing a clarity of beliefs and norms of nations and
influence on offerings of firms of different countries. Wego is panning to expand in UAE as this
company is presently operating in Japan. UAE and Japan are two countries which are completely

different from each other and this expansion strategy will be having a influence on offerings of
Wego. As there are complete difference in culture prevailing in UAE & Japan there occurs a
requirement that understanding has to be developed about such factors which can have a impact
on Wego when they will enter UAE. This leads to a need if analysis of all cultural dimension
which are present in Hofstede framework which will help in understanding of cultural difference
and its influences is discussed below:
Masculinity Versus Femininity:
This is a cultural framework which is associated with preference of society and other
prevailing components which are having orientation in the country (Ordóñez, and et. al., 2017) .
Each country has their own cultural dimension which can be analysed based on diversity
prevailing in the country. Japan and UAE are two countries which are completely differer from
each other and overall culture, traditions and norms which are followed are also very different
from each other. This leads to a need that Wego has to compulsorily address and carefully
analyse such distinct features so that This includes attitude of people living in society towards
various aspects such as equality, sexuality and many other such related issues. In case of
feminism people are having more concern towards modesty, cooperation and increasing quality
of life. Masculinity is a aspect which is more focussed towards assertiveness, achievement,
building of wealth and this leads to competitive nature of society.
Japan is having a society which is masculinity and they are having rivalry between
various groups which is very evident. This high percentage of masculinity is leading to a
motivational component of business. Hence, product which are being offered by these companies
are based on this type of competitive nature which is helping this company in getting a
competitive advantage as compared to other competitors in market. In case of Wego this brand is
dealing into apparels, accessories being offered at competitive prices (Wanick, Ranchhod and
Wills, 2015). This is a tool which is used for getting a larger share of market. This depicts such
as that firm is having in operation in japan and having masculine characteristics and people are
emphasizing on various factors such as competition which is helping in improvement of
strategies in market.
On other hand, in UAE topic is related to masculinity & femininity for a balanced
society. This is related to society and when nation is laying emphasis on rival competition then

quality of life is considered. Masculinity and Femininity are two aspects which are indication of
what is the perception of society towards product which is being offered by Wego. This
difference is very evident to be understood and is present between value and culture.
Individualism Versus Collectivism:
This is also a framework which is related to the extent which people have incorporated in
groups and overall interdependence on the society (Fan, and Fujimoto, 2017). This is related to
way individuals have a self image. Individualism depicts how personal goals can be achieved
and this is very important in understanding position of a individual on other and collectivism is
related to goals along with position in group. For an example, people of individualistic society
have a tendency to focus on their family members and also on themselves. This encourages
people in consideration of society before their own interest.
On another aspect, Society in UAE is collectivist and they are having inclination towards
groups which are exiting in nation. Norms. Attitude and beliefs prevailing in society have to be
considered so that there is establishment of loyalty. Clothing fashion of females are influenced
by beliefs and values in society (Çandarlı, Bayyurt, and Martı, 2015). In case of Wego this can
be affected by factors prevailing in society. There is situations of unacceptable clothing fashion
in UAE there are some difficulties which are related with selling fashion of these apparels
against social and cultural norms of society. The transformation which are prevailing can posses
a impact on functions of wego. These are distinct from norm & values of Japan and this
differences has to be overcome by this company while they are willing to enter and establish
themselves in new markets.
Uncertainty Avoidance:
Uncertainty is a dimension which is having a reference with uncertainty and ambiguity
which is being tolerated. This is a aspect which deals with extent which is having a relation with
various obstructions which may occur in future and is related with taking of risks. This is also
very helpful in avoidance of any kind of barriers which may arise as a result of a new expansion
strategy which is being adopted by Wego.
The country in which Wego is functioning and is having its business operations is Japan.
this is county which is having a record of avoidance of uncertainty across world. Companies &
societies are having present are moving towards taking of various preventive courses of action.
There are some effort which has to be taken so that appropriate steps can be taken in order to

eliminate accidents which is having a impact on offering and sustainability of a company.
Business entity emphasizes on investigating external environment so that a business can produce
their offerings in a way which can be accepted & at same time adopted in market in a appropriate
manner (Oleksenko, 2016).
On other hand in United Arab Emirates organisation and society are having a inclination
towards having a codes of behaviour and belief which is preventive towards culture, social
beliefs and moral values, society and nation is also intolerant of their concepts and behaviour
which impedes their attitude or beliefs. This type of difference existing in culture can have a
impact on Wego and its clothing apparels. There si also a culture prevailing in Wego that is
related with society which is exiting in country an dis related with resistant towards innovation,
experiment and changes which are different with comparison to cultural beliefs and social
behaviour of this country. Individuals in UAE are rigid with their present preferences choices
and taste which leads to a situation that it does not change with time and this is mainly because
there has to be avoidance of uncertainty in future. Fashion clothing is related with Wego and
various cultural norms with social beliefs of individuals as there has been a significant
difference which exists.
Hence, from above analysis it can be said that social and cultural beliefs in UAE are
partially different as those prevailing in Japan (Albu, 2015). Such differentness are in terms of
uncertainty , individualism and masculinity which has to be elaborated for making various
strategies which can fill gap.
Cultural and Social Factors & Marketing Mix
Marketing mix consist of various activities in a business entity so that products can be
promoted and make people aware of it. This is a effective took which are employed by business
so that they can influence purchasing behaviour of various buyers. Various elements are part of
this such as price, product place physical evidence which help a organisation in getting a
competitive advantage in market. This influence of culture also depicts ad affects offerings of a
business with various determinants of this framework. Compliance of all the norms and code of
conduct in united Arab Emirates has a influence on offering of this brand.
There are many determinant which are prevailing in the country and are totally different
from Japan and it has a effect on each aspect of marketing mix as a tool. To attain success in the
market s of UAE it is very necessary for Wego that they are able to establish their bsuienss

successfully in new international markets. All such elements of marketing mix have to be
considered and are mentioned below:
Product: Wego is targeting people of UAE by introduction of new fashion wear that is
ethnic wear for females of all age groups. This can be done by analysing all the trends which are
prevailing in market such as what are leading fashion brand offering which is leading to their
maximum sales. What are various occasions in which females are willing to wear ethic clothes.
All this leads to formation of effective strategies so that products are made according to customer
requirements.
Price: It is decided by administrative department if Wego that they are going to keep a
hike in their prices so that they can target those segment of females who are ready to purchase
clothes with high quality even if prices which have to be paid is little high. This will helps this
brand in earning high revenue and attraction of more customer because of high quality which
they are offering in their products (Kim, , 2017).
Place: There is a dual strategy which is being adopted by this brand in terms of having
both type of presence that is online medium and physical store sat same time. As there are many
customers who posses different requirement and their preference is also different. Some might
prefer visiting store and some like to sit in comfort of their homes and then do their shopping.
So wego will be selling its products by opening physical stores in different parts of UAE. This
will lead to setting a target base of all types of customers.
Promotion:Promotion strategies are those which have to be focussed a lot as wego is a
new brand in markets of UAE and they have to make people living their aware about their
products so that their sales can be increased. Hence, it is responsibility if marketing department
of this brand that hey ave to set effective strategies which can help them in promoting their
brand in new country in a more effective manner. Various offers on launching and discounts can
also be offered to their initial customers. This will help in getting attention of more customers in
UAE.
People: This is a aspect which is related to employees in the company which is
contributing in making a business very successful. Management is concerned to provide training
to employees which can help them in having a qualified and trained workforce. This is also very
important so that training can be provide to employees in dealing with new cultural differences

which surely occurs while a company is entering a new country. To run a business in an
appropriate manner it is very nattiness to have a workforce which is qualified and is competent
enough to work towards achievement of objective which ave been set by them, this leads to a
situation that proper training sessions have to be arranges by WEGO and this has to be done
before they are expanding their operations in another country (Agness-Whittaker and Macedo,
2016).
Process: People are getting more inclined towards usage if digital technology nowadays
as this has been because of rising trends of social media usage by people. To get along with this
trend Wego has decided that they are going to use such platforms of digital media to advertise
their brand and promote their offerings. This will lead to people getting in touch with this brand
with help of online medium.
Physical evidence: A company will be providing receipt to their customers about their
purchase. Various outlets which are present in markets of Japan are already serving their
customers and there is a need that such outlets have to be designed in a way that it will be
attracting more people and lead to earning of more revenues.
Market Entry Strategies.
Market entry strategies will be referred to as a system of planned delivery & distribution
methodology of various products & services to new markets. Company will plan to expand their
business in international markets by adopting various options of market entry. There are various
international market options which are available with company and this will assist them in
planning of how to enter and approach a new market. So that risks can also be reduced and
profits can be maximized (Bauman, 2016). There are some very commonly available marketing
stratgie susch as joint venture, strategic alliances, licensing, franchising, exporting directly etc.
these are some very commonly available options which can be adopted by a company and then
according to that entrance strategy can be adopted. In case of Wego a particular strategy will be
adopted by them which is franchising. Management of Wego has decide that this is one strategy
which can help them in expanding their operations. This strategy can be adopted and its process
is discussed below:
Franchising: This is a strategy in which owner has the right to give franchisee so that
their brand name can be used for a specified tome period and in return they have to pay a certain
amount. This is a moist attractive entry mode which can be used by a company while they are

willing to expand their operation's in a new country. In this a right is exercise to use established
brand and a specific amount has to be paid. This is a strategy which has many advantages as
Compared to other similar strategies of expansion. Such as in franchising benefits of a popular
image in exiting location can be easily used while a company moves to a new location. Benefits
of good will and good brand image can be availed in this method. There are some drawbacks
also with this method such as there has to be a very high amount of investments which has to be
done an d there is never a surety that there will be adequate benefits which will be there on
adoption of this strategy (Shadiev, Hwang and Huang, 2015).
Franchising is a very effective strategy which can be used by Wego while they are
willing to expand their business operations in UAE. The overall markets in UAE will be
providing a very good opportunity for enhancing their already made brand image. This will also
help in increasing of profits.

CONCLUSION
According to above report it can be said that it is very important to expand a business by
using a effective method by utilised by a company so that a large are of market can be captured.
This is a great tool which can be used in improvement of profitability ratio. It is important for
company that they can analyse various cultural norms before they are entering into any new
country. There is always a difference between cultures if two countries and that has to be
properly analysed before expansion of market into other country. Marketing mix is also a tool
which can be used in attainment of high profits. Franchising is also a tool which is very effective
and can be used as a more effective entry mode which can be utilised for entering a market with
minimum risk.

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