Marketing Across Cultures: Cross-Cultural Analysis, Social and Cultural Factors, Marketing Mix, Market Entry Strategy

Marketing Across
Cultures CW2

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1) A cross-cultural analysis....................................................................................................3
Social and cultural factors and Marketing-mix......................................................................5
Market entry strategy..............................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
As international trade is increasing and companies all around the world are expanding in
other nations in order to earn profits they are facing various cross-cultural challenges due to
differences in customs, beliefs, rituals etc. of people that exist in other countries. The companies
have to first analyse the foreign market before expanding its business so that the affect which is
created by cultural and social differences can be analysed which will help in formulation of
strategies so that the customers can be influenced and profits of company can be increased. Jakist
which is an international trading company that deals in food and textiles and have its
headquarters in Istanbul, Turkey aims at expanding its business in UK. In this report a cross-
cultural analysis of both the countries is done along with examining the social and cultural
factors that affect the buying behaviour of customers in host country. Further the strategies
which can be adopted by Jakist is also discussed by which it can expand its business in UK.
MAIN BODY
1) A cross-cultural analysis
A cross-cultural analysis is the detailed study of the differences between cultures of
different nations so that a comparison can be done based on which companies can
formulate strategies so that people belonging to different cultures can be attracted
towards their goods and services. It is important to analyse the differences in cultures so
that the likes and dislikes of people belonging to different cultures can be known which
can help the companies in serving them with things which are more desirable and have
value for money. This helps the companies in expanding in global markets and
influencing people so that they can be persuaded in making purchases of company's
products. Jakist company before entering in the UK market needs to analyse the
differences in culture in both the countries so that the ways in which people of UK can
be attracted towards its products can be formulated (Rahulan and et. al., 2015). Jakist
can use Hofstede model so that the impact of cross-cultural differences can be studied
which will help it in offering its products in the market. The Hofstede model was given
by Greet Hofstede for cross cultural communication so that the differences in cultural
dimensions can be closely studied. This model is also suitable to be used in accordance
with the CW1. The various parameters on which cross-cultural differences between
Istanbul and UK can be measured are:
 Power distance Index: As per this model there is a difference between all thee society
members based on their influence in the society which means that individuals in the
society are not equal. This factor determines the extent to which the people with low
power in the society accept the inequality in distribution of powers. In Istanbul there is a
high power distance index which means that the people are dependent and power is