Marketing across Cultures

Marketing across Cultures
CW2

Table of Contents
Introduction......................................................................................................................................3
A Cross cultural Analysis................................................................................................................3
Hofstede Cultural Model.............................................................................................................3
Social & Cultural Factors along with marketing mix......................................................................6
Market entry strategies.....................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

Introduction
Marketing is defined as an activity which is undertaken by firms for promoting the
buying or selling of services or products. This involves advertisement, selling as well as delivery
of products to their customers or other businesses (Ang and Van Dyne, 2015). Cross-culture
refers to comparison among two or more cultures in context of various areas like masculinity,
individualism, qualitative lifestyles and many other factors. In organisational context, it can be
defined as efforts made by company through which they can interact with one other
professionally in distinct cultural background which will lead them to have business
opportunities. Thereby, it will amplify the acceptance of their products within the market. This
report is extended form of Course Work 1 which was based on Cross Cultural Analysis. Here,
UK and Africa is taken to have in depth knowledge of cultures which prevails within and impact
which is created by each other on marketing activities. For accomplishment of this Vodafone is
taken which is a UK based firm and are also delivering their services in Africa but the culture
which prevails in between these countries is completely different. Vodafone renders their
services within the telecommunication industry with products like fixed line telephone,
broadband, mobile phone, internet television and many more. This report will render in depth
knowledge of specified cross cultural analysis for justification of differences in context of social
& cultural factors. Apart from this, impact on consumer behaviour will be analysed with respect
to services or products. Along with this, strategic implications will be illustrated on marketing
mix and different market entry strategies will be described.
A Cross cultural Analysis
Hofstede Cultural Model
Within the CW1, it has been illustrated that Hofetede's cultural model is a suitable
framework which will provide individuals & organisation details about impact which is being

created by values and culture on offerings of the firm within different countries. It investigates
the difference in between different countries, their beliefs & norms along with influence on
services and products of organisation of other country (Amsteus and et. al, 2015). This denotes
that it is important for organisation like Vodafone to effectively acknowledge the difference in
culture and what impact will be created on their offerings. It is a British firm which denotes that
there will be a significant difference in between culture and perceptions of individuals within
both Africa and UK. Therefore, this model will provide Vodafone with a systematic analysis
which has been illustrated beneath:
Power Distance: This factor illustrate that all individualist are not equal in terms of power
which is being possessed by them. In context of Africa, the people accepts the hierarchical order
where each have their own place and do not need any kind of justification. There are tangled
hierarchies and centralised organisation (Armstrong and et. al, 2018). Here, the employees of
Vodafone need not to answer to the top authorities rather it will be enough to respond to their
seniors or a team leader. Within UK, people consider that inequalities must be minimised so that
each individual can be treated as equal. It will lead to creation of sense of being valued as they
will be involved within decision making. This acts as a strong factor within the success of
Vodafone as employees & supervisors are taken as equals. Apart from this, while formulation of
decisions each is taken into consideration who might get affected by specified conclusion.
Individualism Vs Collectivism: This defines the strength of the ties which people possess
with respect to others which prevails within community. In other words, it denotes degree of
interdependence that society maintains among individuals. Within Africa, in context of employer
or employee there will be a contract based relationship in which decisions depend on merit only
(Davidov, and et. al., 2018). The people of UK are private & highly individualist where they
think about themselves along with the ways in which they can serve the society. This factor leads
Vodafone to have a competitive workforce who do not think to beat others but also assist one
other within their tasks.
Masculinity Vs. Femininity: It denotes distribution among roles in between women and
men. When there is high value (masculine) then it implies that society is being driven by
achievement, competition and success. But in case it is low (feminine) then it denotes that
society is caring and emphasise on quality of life. In both Africa and UK, there is a masculine
culture in which people live in order to work and managers are anticipated to be assertive &