Marketing Across Cultures

Marketing Across Cultures
Assignment Cw2

Table of Contents
INTRODUCTION...........................................................................................................................1
Cross-Cultural analysis...............................................................................................................1
Social and cultural factors and the marketing mix...........................................................................4
Market entry strategies.....................................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................10
.......................................................................................................................................................11

INTRODUCTION
Cross culture analysis includes the comparison of the cultures, values and beliefs present
in the two different nations. The different attributes that can be considered to evaluate the same
includes individualism, masculinity and qualitative lifestyle. In context to the business, it is
important for the organisation to evaluate the cultures of the two different nations for the purpose
of establishing business operations appropriately (Davidov and et. al., 2018). This will provides
an opportunity to build effective communication within the personnels belong from the different
cultures along with attainment of stated business objectives. The current project is the expansion
of CW 1. This was done on the topic of cross cultural analysis for the purpose of understanding
the difference in between social aspects of two nations. This is CW 2 where Coca cola is selected
to carry on the further analysis and establishing the operations in new international market. The
market selected to expand operations or establish business is Cuba. Currently, Coca cola has no
operations in this nation due to some agreement but the change in same allow in future to
establish business activities. Coca cola is US based organisation and having their operations in
all over the world. The different number of drinks are served by this organisation on the basis of
the characteristics and features present in all various countries. The product on which major
focus is provided over marketing in Cuba to establish business is Coke.
The aspects which are covered in this report includes determination of social and cultural
differences in between two different nation along with their impact over targeted nation
consumer behaviour and the further implications have upon the marketing mix. Also, covers
explanation of different marketing strategies and recommendation of one which is most
preferable to establish business.
Cross-Cultural analysis
This section includes identification of the difference between two different cultures on
the basis of their values and beliefs. Coca cola is the large organisation and have operations in all
over the world. The expansion opportunity has with organisation is about establishment of
business operations in Cuba. This is difficult in nature due to having the cultural differences and
the presence of factors that have negative impact over the existing marketing strategies of an
organisation which they commonly used to operate business (Alesina, Brioschi and Ferrara,

2016). The basic option that provides an opportunity in respect to recover from the same and
application of the appropriate strategies in new nation is about the use of technique or model that
help to determine the difference in between the culture and other associated factors. The
technique or model which help in identification of the difference between the two nations culture
is named as Hofstede's. This is the effective model which includes the comparison of the
different aspects of culture through considering different determinants. Currently, this is used
regarding determination of the cultural difference between US and Cuba. The detailed analysis
and application of this model is understood from the explanation provided below:
Individualism Vs Collectivism
This is the factor that help in determination of the opinion and characteristic of the
individuals of society in two different places US and Cuba. Individualism is the aspect that
defines about feature of individual where they focus over themselves and their direct family
members. They does not have much consideration with other people of society as they not
encourage belongingness or working in group interests. On the other hand, collectivism is totally
different which includes about the positive opinion of people about working in the interest of
society. They have belongingness towards other people of society and not only thinks about their
own benefits (North and Fiske, 2015).
US is developed nation and people of society have the tendencies about working in
group. They also have the basic aim about the development of environment that has positive
contribution in the growth of overall society. They not focused over the fulfilment of their own
interests and having major aim about acceptance of culture which will be beneficial for all the
individuals of society. Coca Cola has good established operations in this nation. The reason is
about usage of strategies and policies which delivers combine benefits to all the individuals of
society. This is the reason that this organisation maintain the standard of quality of their products
along with different type of offerings that satisfies the needs of different target consumers. The
success of Coke in US is only based upon the adherence of policies and standards that creates the
beliefs among the individual of society that product has no negative impact over their health
(Hofstede Country Comparison, 2019).
Cuba is developing nation but the aspects presents depicts that individualism
characteristic is present in nation. The individuals of society have major focus over the fulfilment