Marketing Across Culture

This article discusses the impact of cross-cultural analysis on marketing strategies and market entry strategies for international expansion. It explores the Hofstede Cultural Model and social and cultural factors that influence the marketing mix. The article also suggests market entry strategies such as direct exporting. Read more on Desklib.

Marketing Across Culture
CW

Table of Contents
INTRODUCTION...........................................................................................................................3
A Cross cultural Analysis................................................................................................................4
Hofstede Cultural Model.............................................................................................................4
Social and cultural factors and marketing mix................................................................................6
Market entry strategies.....................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Cross culture is usually considered as a relevant comparison between two different
qualitative lifestyles and individualism. This has to be understood in terms of business it is seen
that many companies make these efforts so easily to communicate with having different cultural
background and after accepting all such business opportunities are enhanced and proper product
is launched in market. This project is actually an extension of course work 1 which is fulfilled on
topic of cross cultural analysis giving a brief description about different techniques and
traditional methods. In chosen countries particular difference given is about United Kingdom and
India (Güss and Teta, 2018). The most prominent objective of this whole project is to understand
cultural difference and influence marketing strategies of each. Marks & Spencer is chosen as
organisation which is being extended in India with product of women fashion of every age
group & gap. Marks & Spencer is a big organisation which is actually based in United Kingdom
as a multinational manufacturer, retailer and a designer of certain casual wears in country. This
company was formulated in year of 1884 and is based as their headquarters in London, United
Kingdom. This report will give gist of cross cultures and challenges faced by an organisation to
expand in a total culture change and make strategic plans which will help them in stabilizing
their brand and then generate good amount of profits from them. In this case Marks and Spencer
is seeking to expand in India and they shall utilise Hofstede Cultural Model to work out
strategies and plans . This report will be providing a deep description overall specific cross-
cultural analysis and several techniques which are used for justify each aspects difference and a
proper basis of social and cultural factors upon chosen Nations. Reader in this report will get a
proper social and cultural examination is done which actually influences behaviour of customer
towards product or any other service. Later in file proper strategic policies are created which will
help company to expand properly in India.

A Cross cultural Analysis
Hofstede Cultural Model
As provided before in cw1, Hofstede culture model is best and most appropriate
framework model which is actually help an organisation and individual which has certain values,
offerings and proper culture of an organisation which will directly influence culture of different
countries. It will help in exploring difference between two Nations, basic believes and non
switch off followed by them and can actually relate to each other and impact from their products
and several other services of country. It is very crucial for an organisation like Marks & Spencer
have to analyse and create certain strategies and pans which will match cultures, beliefs and
society of India and then only think to make certain changes in presenting clothing line. They
will offer certain kinds of product lining for women in clothing section, India women are more
sophisticated and like to dress-up sober and traditional in general. Significantly perception of
women in these countries is totally different and offerings this organisation wants to create
should be genuine & systematic analysis and after considering model which is discussed below:
Individualism Versus Collectivism:
This particular element is related to individuals in a country and what country is actually
inter dependent upon. This is for more elaborated as a perception of general public, looking
upon themselves or other individuals. General example most of collective socialist or any other
individual who has a very strong belonging or is having a very huge group generally encourages
people to think more about what society’s perception will be before making them understand
about their personal interest. This usually makes a person think more towards country and make
them look upon society rather than their own choice, it makes a huge impact upon their dressing
opinion and selection of choosing brands. In context of United Kingdom society in country is
generally bend towards more of individualism and society is having opinion of taking care of
self-importance before looking upon does societies prospective. Where actually a slight hinge of
sense of society is as sum of decisions are taken as per guidelines take in over there in their
personal life style. This could actually directly reflect upon several of things done by
organisation and would be depending upon several trends which company has created in United
Kingdom. They shall offer traditional and more sophisticated look of their clothes as well as their
own western collection, this gives huge choice in market and have more options to choose within
(Lu and et. al., 2019).

In comparison to India they have very local and medium class society which do not take
clothing as a lot of consideration in high fashion standard, here people think about society, the
environment they belong from and perspective one might have of choosing their personal
clothing choice. The country has a strong level of narrow mind people who prefer women in
more covered structure and something which is not body-conning their figure, revealing dresses
and clothing line are usually avoided. Women here prefer to dress more subtle and still in most
rural areas western choice clothes are avoided or dejected. This directly effects plans and tactics
chosen by organisation in launching their product in such market. It creates a huge difference in
clothing line given by Marks and Spencer as they shall avoid such clothes which fall under
revealing or body-con type.
Masculinity Versus Femininity:
This particular element which is provided in this cultural model is actually reflecting
upon general preference which is made by society or towards society and is present in this
Nation. For a simple example generally society in India is male centred in nature, it has been
changing with time but usually their proportion in opinion and dominance is more than women,
this takes away preferable right of women in clothings and dressing up. This generally means
that society is considered to be highly competitive in nature they have a proper relation with the
similarity and they are totally concerned about modesty, considering quality of maintaining a life
within society and keeping lifestyle in a proper corporation (Chopik and Kitayama, 2018).
in context of United Kingdom they are not so much in masculinity of society but
competition among several of such group is very much evident in nature. The quality of products
which are generally offered by organisation is usually based upon competition and make sure
that these strategies of keeping competitive prices are always ahead then actual market price.
Similarly in Marks & Spencer they provide proper low rate of product as compared to others
substitute in United Kingdom which allows organisation to grab more target market and attain
larger share group of people. This technique actually reflects upon fact that United Kingdom is
as per society is in aspect of proper competition and several other strategies like making correct
preference of both women as well as men preference of clothing.
In India particularly a very balance society which is directly connected to masculinity and
femininity in nature. The society which is prevailing in country generally focuses on a
competition where height and element is related to quality of life. In general terms aspect is

usually reflected upon what offer in is given by organisation to country. Forest simple example it
is very much evident that a small competition in India might be working in a parallel zone as
they focus upon pricing system of society but they also focus on price it is related to so
organisations have to give a feasible product in a affordable price.
Marks & Spencer needs to completely changed their strategic formations and strategies to attract
customers.
Uncertainty Avoidance:
In this model is general things which are dealt with are related to making country feel
comfortable in uncertainty or ambiguity. This actually focuses on several actions and trends
which are going in country and try to avoid any kind of barriers or hindrances which will become
big risk in future (Chen, Lee and Hwang, 2018).
The society and organisations present in United Kingdom are actually bend towards
taking several precautions and steps before making any particular decision and but they do not
have a direct or simplified solution as they also take things easily but to work in India they shall
consider to take certain precautions and evaluate each aspect before bringing change. All such
decisions are taken after a proper market research is performed by them and then only they can
analyse future for offering and adopting several strategies in market.
In India most focused upon factor of being very rigid and following a proper code of
believes in country which directly depends upon moral values and cultural factors. this is slightly
changes thinking capabilities of target market in this country. The culture and society a little
narrow minded and orthodox in nature and they also are strongly connected to their cultural
beliefs. The most prominent difference between both culture is very distinctive in nature and is
going to affect this organisation depending upon their fashion appeals in country and they need
to avoid making any new kind of experiments for changes innovation which would affect social
belief. In this country generally people do not prefer to change their preference in terms of cloth
things as it is generally avoided by them so even organisations work with cultural norms of
country.
Social and cultural factors and marketing mix
Marketing mix is generally considered as one of most effective framework which is used by
several business organisation to influence behaviour of customers in buying product. This
actually includes of several different factors such as product, price, promotion and place which is

usually controlled by the organisation. This actually impacts upon the culture which is reflected
by the products and services provided by organisation with different factors of marketing mix.
As referring to the specific code and norms in India have a huge impact over products. This is
also dependent upon the quality of life one is been influenced in country which relatable effects
upon the promotional and the prices offered by organisation. generally there are several other
determinant factors which are very different as compared to United Kingdom and have a
different aspect in marketing mix. Actually to attain success Marks & Spencer has to change and
modify each and every factor as per the India norms and then only they can establish their
business successfully. All of these factors are briefly described below:
Product: Marks & Spencer can target the actual population of India by launching indo-
western modes of clothing line . This will be finalised by the research team who will visit India
to learn about their culture and system of thinking. We have to look up on several trends and
prevailing actions which usually restrain the woman in wearing any kinds of extensive Western
wears. This actually provides a proper assistance for them to have an appealing prospective in
India and establish a very particular and strong image as a brand.
Price: Here, price will stimulate a lot as the brand needs to cut some slack towards the
general medium class people of India. The target audience for the same is millennials who are
within the age group of 18 to 30 and belonging to the medium to higher class in terms of income.
Furthermore, it is likely to keep the starting prices from £5.3 for the basic apparels of Indian
origin. This price is very competitive and can be beneficial in creating competitive advantage.
Promotion: This company will actually use digitalization as the biggest promotional
technique which will be combined with the QR scanning and many other seasonal discounts
which will be providing several customers use amount of benefit. This will actually be helpful
for organisation in seeking attention from a large group of people in India in Marks & Spencer.
Place: Since promotion will be done from a height proportional techniques the
organisation will start selling their products and services even with online services and home
delivery. In India people prefer to sit online and as per price range buy products, this initiative by
marks and Spencer will help them gain a preference in Indian women customers and they can
captivate a good amount of area in market(Qin, Kim and Tan, 2018).
Process: Marks & Spencer has constantly been evolving in the matter of digitalization
and nutrients and have set up their procedures so that huge amount of audience and attractive and

appealed towards their product and the firm will be able to create a very positive image in the
market.
Physical evidence: several stores actually tend to be physical evidence of representing the
organisation and the ethnic fashion which is being available to all the customers. This is the most
easy access to the organisation and can actually draw attention from several buyers and can
inflate or degrade the revenues at a very fair price.
People: Marks & Spencer treat their employees as the assets of organisation, until and
unless they will not create a fully organised and professional team for India, it might become
very difficult for them to launch their product line in India (Chandra and et. al., 2018).
Market entry strategies
Organisations who plan to make expansion of their business global market or international
market have to adopt and change their marketing strategies. Types of international market which
need a particular amount of strategies and companies to invent a different way for reducing the
amount of risk involved in business. The most common type of market entry strategies are
known as direct exporting strategic alliance franchising, licensing and joint ventures etc. It’s very
important for this organisation to choose correct strategy and implement their business as per
requirement with less number of complications. Some of most important international marketing
strategy are given below briefly:
Direct exporting: this in simple terms means that the home country shall be avoids using
the natural resources, where ever the organisation is thinking to shift they shall first seek for all
the resources in the country they seek to launch. This will save a lot of cost for them. The main
strategy here is to actually motivate business organisation to execute a proper sales program in a
different country or a foreign country with the proper sales and agent support and having the
proper distributors in the marketplace. This organisation can actually adopt this strategy after
they can find suitable agents in India actually sell their fashion trends in this market. This market
entry strategy can become very much beneficial for this company as the performance in sales and
income sources will make it very much profitable for them. One of biggest disadvantage in this
will be if agent or any of other distributors cheat the organisation. This can also effect upon this
brand if any natural activity or miss-happening can occur while transporting resoru8ces to India,
which can cause a lot of loss to Marks & Spencer. In such they should look for other resources
and substitutes present in India. This will help them save a lot of money, time and its affordable

with low risk level (Bachkirov, 2019).
Strategic Alliance: this strategy is used in case when two or more types of business
binding of contracts are involve for using resources of each country. In this the market entry is
done through a proper strategy plan and in the contract which will be bind legally for using the
resources of each country. This strategy will be suitable for this organisation as already they have
established several types of tactics and this will be more helpful for Marks & Spencer. The most
prominent advantage they have while using such resources is to make it very easy of performing
any sort of business activities and in the biggest drawback it includes the secrecy of strategies
(Zheng and Tian, 2019).
Joint Venture: this is actually referred to contract which is done between two or more
organisation to create a new company. In context to Marks & Spencer this type of entering
strategy can also be suitable for them while first time expanding in the business could actually
get a better operating standard and the companies once do a proper setup can continue their
marketing condition and then possibly might get separated once established. The most prominent
advantage the strategy provides is that sharing of profit and losses between two companies which
will actually reduce the criteria of having the whole dress on one person and the burden will be
divided within two or more people who are bind in contract (Choi and et. al.,2018)
Franchising: Actually in comparison to several other modes of entering market of India
best strategy for Marks & Spencer is franchising. In this process main organisation will have
right and basic strategy will be decided by them but under the special specification which is
actually creating the product or service. The profit of the company will always be heightened and
this will always increases as compared to the other newly established good branch which are
actually not having too much Goodwill in the country. Some of the major drawbacks of this
strategy can be that this need the higher amount of investment which can only be done by some
particular countries only and a long process of people work and several legal formalities which
can actually take a lot of time. On the basis of several strategies which are described above the
best type for Marks & Spencer will be to avail franchising as a strategy for expanding in India
with fashion apparel.
CONCLUSION
The report mentioned above revolves around concept of expanding business in different
countries by using different kind of approaches. This actually helps in organising and improving

performance of company in monetary terms. Hofstede cultural framework is generalized and
identified as the most important technique which is helpful in differentiating the cultural
differences between two Nations and how the business will be affected by it. Franchising is
provided as the best solution for an organisation to be profitable and sustainable in other country.

REFERENCES
Books and Journals
Choi, Y. K. and et. al.,2018. Matching luxury brand appeals with attitude functions on social
media across cultures. Journal of Business Research.
Zheng, M. M. and Tian, V. I., 2019. Empowerment across Cultures: How National Culture
Affects Structural and Psychological Empowerment and Employee
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Bachkirov, A. A., 2019. Towards a better understanding of organizational buying behavior
across cultures: empirical evidence from the Arabian Gulf. Journal of Business &
Industrial Marketing.
Qin, L., Kim, Y. and Tan, X., 2018. Understanding the Intention of using mobile social
networking apps across cultures. International Journal of Human–Computer
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Chandra, A and et. al., 2018. Ethics across Cultures: A Comparison of Ethical Perceptions in the
United States and Morocco. SAM Advanced Management Journal. 83(4). p.17.
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Culturally-Aware Intelligent Systems and in Cross-Cultural Psychological Studies (pp.
351-365). Springer, Cham.
Lu, J. G and et. al., 2019. Creativity and humor across cultures: Where Aha meets Haha.
In Creativity and Humor (pp. 183-203). Academic Press.
Chopik, W. J. and Kitayama, S., 2018. Personality change across the life span: Insights from a cross‐cultural,
longitudinal study. Journal of personality. 86(3). pp.508-521.