MARKETING ACROSS CULTURES.

Running head: MARKETING ACROSS CULTURES
January 8
2019

MARKETING ACROSS CULTURES 1
Table of Contents
Introduction................................................................................................................................3
Findings and Analysis................................................................................................................3
Institutionalized Inequality.....................................................................................................3
Language Differences............................................................................................................3
Costly Education if Chile.......................................................................................................4
Demand for Public Education................................................................................................4
Analysis of External Environment.............................................................................................4
PEST Analysis.......................................................................................................................4
Political Forces...................................................................................................................5
Economic Forces................................................................................................................5
Social Forces......................................................................................................................5
Technological Forces.........................................................................................................5
Porter 5 Force Framework.....................................................................................................6
Bargaining Power of Customer..........................................................................................6
Bargaining Power of Supplier............................................................................................6
Threat of Substitute Products.............................................................................................6
Threat of New Entrants......................................................................................................7
Competition among existing players..................................................................................7
SWOT Analysis.....................................................................................................................7
Strength of Hertfordshire...................................................................................................7
Weaknesses of Hertfordshire.............................................................................................8
Opportunities for Hertfordshire..........................................................................................8
Threats for Hertfordshire....................................................................................................9
Action Plan.............................................................................................................................9
Marketing Mix of University of Hertfordshire..................................................................9
New Market Development Strategy.................................................................................11
New Market Entry Strategy.............................................................................................12
Conclusion................................................................................................................................12
References................................................................................................................................14
Appendix..................................................................................................................................17
Appendix 1 PESTLE Analysis.............................................................................................17

MARKETING ACROSS CULTURES 2
Appendix 2 Porter 5 Force Framework................................................................................17
Appendix 3 SWOT Analysis................................................................................................17

MARKETING ACROSS CULTURES 3
Introduction
The viable action of the organizations at the worldwide ground must be headed through
careful strategies of marketing because it carries numerous types of challenges such as
competition, government regulations, economic stability or instability, etc. (Mainela,
Puhakka and Servais, 2014). The “science” behind these activities and their inferences are
called as worldwide marketing, which is a procedure that is focused towards enhancing
resources and directs the objectives of an organization by the global market opportunities
(Ferrell and Hartline, 2013). The aim of this report is to create an understanding regarding
adopting marketing strategies in order to take entry in the new market to expand the business
operations. It will be comprised of a brief analysis of the external environment of the selected
country that is Chile, which will assist the University of Hertfordshire to adopt different
strategies such that challenges can be avoided at the highest level.
Findings and Analysis
Institutionalized Inequality
The education system of Chile offer integrally unequal opportunities to the students who
belongs to the low-income families, who reliably acknowledge sub-standard educational
attainments as an outcome of an ongoing prejudice in favor of privatization actions (Council
of Hemispheric Affairs, 2008). This is one of the key challenges for University of
Hertfordshire to establish its operations in Chile, as it has to deal with different political
pressures.