Cross-Cultural Marketing Strategies for Hertfordshire Business School

This report examines cross-cultural marketing strategies, focusing on the expansion of Hertfordshire Business School into the Egyptian market. It begins with an introduction to marketing across cultures and the development of a marketing plan, outlining objectives and conducting a situation analysis, including PESTLE and SWOT analyses. The report then explores marketing strategies, considering cultural differences between Egypt and the UK. It discusses standardized and adaptive strategies, as well as modes of market entry. The report emphasizes the importance of adapting products, pricing, place, promotion, people, process, and physical evidence to the Egyptian context, recommending the use of Arabic language courses and culturally sensitive marketing approaches. The analysis highlights the need to address economic instability, social factors, and technological advancements in Egypt. The report concludes by emphasizing the importance of understanding cultural nuances for successful market entry and sustained profitability.

Marketing across cultures
Table of Contents

INTRODUCTION.......................................................................................................................................3
Marketing................................................................................................................................................3
Marketing plan........................................................................................................................................3
Marketing objectives...............................................................................................................................3
Situation analysis.........................................................................................................................................4
External situational analysis....................................................................................................................4
Internal situational analysis.....................................................................................................................5
Marketing strategies....................................................................................................................................7
Cultural differences between Egypt and UK...............................................................................................8
CONCLUSION...........................................................................................................................................9

INTRODUCTION
Marketing across cultures is one of the trending terms in today’s business environment. It
is an essential term to understand the different country cultures and according to that improve
their performance to earns a higher profits and higher revenues. It helps to demonstrate how a
business can adopts the international diversity. This report is based on the Hertfordshire business
school that is based on UK. It can enhance its business in Egypt to know their culture and
enhance the profits. this report includes finding and analysis based on external factor using
PESTLE analysis. Further it can inculcate the SWOT analysis which is an important part to open
and established a business in a new country with new product. It is very necessary to identify and
analyze the factors related to the country. This project report helps in making the action plan that
is based on standardized and adaptive strategies and also shows the mode of market entry that a
school adopts. at last make a strategies to evaluate the cultural differences. This will help in
understanding the whole market in new country and earns higher profits(Ford and et. al., 2016).
Marketing
It refers to an activity that is use to advertise the buying and selling of goods and services
in the marketplace. It includes various activities such as selling, buying, advertising and
delivering the product offerings to the customers or other business entities. This term is very
beneficial for the Hertfordshire business school to expand their business outlet in Egypt.
Marketing plan
It refers to a blueprint or a document that outlines helps in advertising and makes efforts
in marketing in the future term. It includes marketing objectives and gives the idea to
accomplishing within a set time period. It is very important to make a business plan by
Hertfordshire business school to operate their institute in the Egypt so that they earns higher
income and profits in a long term survival.
Marketing objectives
It defines the task that is set by the business to promote their products offerings to the
targeted customers which should be accomplished within a time period. It is a type of strategy
that is set to achieve the overall objective of the organization. For Hertfordshire business school
it is very essential to make a objectives relating to expanding their business in Egypt so that they
will be accomplish it on time and earns a higher profits.

Situation analysis
It defines an activity that is critically helps in evaluating the internal and external
conditions that will affect the business corporation. It helps in giving the knowledge related to
opportunities and challenge that a firm considers.
External situational analysis
External analysis – It refers to an analysis of a changing world in which a business
operates. It helps in showing the opportunities and threats in the country where a business can
operates. In Hertfordshire business school wants to enhance and explore its business in Egypt for
this they need to evaluate the PESTLE analysis that is given below(Taylor and Okazaki, 2015).
 Political – The political condition of the Egypt is unstable because of this country has
elected new government and it can reinstall the economic stability in the country. it is
beneficial for the health and education sector and make a great opportunity to invest in
the country in a education sector is fruitful. It is very beneficial and has a good
opportunity to the Hertfordshire business school to operate their institute in Egypt and
earns a profits and growth in the new country because of their current government(Ting-
Toomey and Dorjee, 2018).
 Economic – The economic condition of the Egypt is very strong but its inflation rate is
unstable because of this investing in the higher education is placing a negative impact in
relation to the pricing strategy. It will contain threat for the Hertfordshire business school
to invest in the country for higher education because of unstable inflation rate and
because of this the purchasing power of the people is also affected.
 Social factor – It plays an important role when a company is analyzing the country for
operating their business in the country. in Egypt, 90% of people are Muslim that plays an
important role io identify their culture and their way of living. In this they follow a
Arabic language. For Hertfordshire business school it is very important to identify their
cultural, language and values. If they will not identify it than it place a major weakness
for the company in earning profits.
 Technological factor – It is an important term to analyze and evaluate the technological
aspects of the country. Egypt is one of the technological advancement countries. it place

an opportunity for Hertfordshire business school as they open and invest their financial
resource in nation. It helps in earning profits and revenues for the institute.
Internal situational analysis
SWOT Analysis refers to a study of internal capabilities i.e. strength and weaknesses and
external abilities i.e. opportunities and threats. To open and enhance their business in Egypt
Hertfordshire can evaluate the internal and external capabilities by using SWOT analysis that can
be explained below(Köhler and Gölz, 2015).
Strength Weaknesses
 The major strength to open an institute
in Egypt is that there is easy availability
of the workforce.
 Teachers are available very easily and
they are very clear to give the proper
education to the students.
 The major weakness in Egypt to open
an academic is that there parents are not
involved much and their children
career.
 To enter into the Egyptian for
Hertfordshire business school it wil
contains weakness as they change their
culture according to the country. if they
do not follow they face the loss.
Opportunities Threats
 The major opportunity to open a
institute of Hertfordshire business
school in Egypt is that the country is
political stable and supports education
system.
 Diversify culture is the next best
opportunity for the Hertfordshire
business school to open in Egypt.
 Growing population is the main
opportunity for the Hertfordshire
business school to open an outlet in
Egypt.
 Fluctuate inflation rate is the major
threat to open an institute in the Egypt
by Hertfordshire business school.
 Increased competition is the main threat
that is faced by the institute in Egypt.

Standardized and adaptive strategies and modes of entry into a new market
Standardized strategies – It refers to that strategy in which one product is sale globally
without any modification in the belief that they will earn a same or higher profit with their
homogeneous product. this strategy is only beneficial when there is minor difference in country
culture and when a business operates its business in the same country but in new market(Choi
and et. al., 2018).
Adaptive strategies – It refers to that strategy that is used to modify and change product
to reach the target customers and enters into the new market. It suggests manufacturing the new
product with some customization into the product that is already exits. It is beneficial when a
firm wants to open a business in a new country so this strategy helps in meeting the foreign laws
and regulations(Chen and Nath, 2016).
By studying these two strategies Hertfordshire business school could adopts the adaption strategy
where they modify their product according to the Egypt culture and value. In Egypt, people are
very much friendly to Arabic language so that institute can offer the Arabic language course and
all the courses in an Arabic language. So it can be easily understood by the people of Egypt. This
helps in earning higher profits and sales of the institute. It also helps in attracting the customers
with this new and modified courses.
Modes of entry into a new market
Enter into the new market is an effective strategy to grow their business and profits for a
longer term. There are various source of entering into the new market i.e. joint venture, direct
exporting, foreign direct investment, licensing and franchising etc. To open a Hertfordshire
business school in an Egypt direct exporting is an best strategy to make a better profitability
market share. In this they directly open an institute to provide an education to the people of
Egypt. In this they sell their services directly to the customers without any mediators. For this
they take an official license from the government so they will easily arrange the business in the
country and enhance their profits and market share globally(Kim and Aggarwal, 2016).

Marketing strategies
 Product – A product is the one which is used to sale in the market by the company to
earn profits and for sustainability in the market place. for Hertfordshire business school to
open a business in Egypt they need to modify their education system according to the
demand of the nation. In this they need to add Arabic language course and all the courses
in an Arabic language. This will benefitted to stay in the market and earns a higher
profit(joo Kim and et. al., 2015).
 Price - It refers to that amount on which a company can sale its product. In this
Hertfordshire business school can evaluate their competitors because they play an
important role in deciding the price for taking the admission in the institute. In this they
follow a valuable pricing strategy in a starting time so that it helps in attracting many
customers at a time. Where they follow a Arabic culture so that they attracts the targetd
customers.
 Place – it refers to that where a business is placed and easily connected to the customers
so that firm earns and enhances their proficiency. Hertfordshire business school is based
on UK to enhance their business they need to establish their business in Egypt. This helps
in earning more and more profits. in this they need to operate their institute in that place
where number of students can easily arrived(Almakrami, 2015).
 Promotion – It refers to that strategy in which organization can advertise their products
and services to earns a higher profits and maintain their goodwill. In Hertfordshire
business school they need to promote tier courses in Egypt by using social media and
television because it is the techno-advanced country. because of growing population they
easily attract many customers within a small period of time. Promotion is very necessary
to attract and to aware a people about the product and services an institute
offers(Humphries, 2015).
 People – It is an important element in the service marketing elements. in this
organization mainly depends on the people who offers the services to the customers and
helps in running a business entity. In context of Hertfordshire business school, they need
to Egyptian people who give the services to the customers. these people have a great
knowledge of Egypt culture. So institute can appoint those people in that country this
helps in earning many customer base in a short period of time(Kung and et. al., 2016).

 Process – It refers to those strategy that defines the strategy and tactics through which a
product is delivered to the customers. as Egypt is using effective technology so
Hertfordshire business school give their services in a very clean, healthy and friendly
environment with LED projectors in classroom and well managed classes. They helps in
attracting many customers in a short period of time.
 Physical evidence – It refers to the material part of the organization and service and it is
based on the customer experience. It refers to the first impression in front of the
customers. With a background of the Hertfordshire business school, they follow a healthy
and friendly environment in their institute so that when the customer first arrived they
attract towards the atmosphere. In this customers can see the institute online or the
official website(Pathak, 2016).
In this Hertfordshire business school follows a diversification strategy where they enter into a
new market with a modified product. It is very beneficial for the company to make innovation in
the product and services as per the demand of the Egypt culture so that they will earn more and
more profits. This strategy is useful when a institute can enter into the new country and expand
their business in the new market. Diversification is an important strategy to be followed at the
time of enhancing and exploring the business in a new market. New product can be launched as
per the country demand and culture. If institute cannot evaluate the culture of the country before
entering into the market then it will face loss(Amsteus and et. al., 2015).
Cultural differences between Egypt and UK
Hertfordshire business school is one of the largest business school in UK that gives 20000
scheduled learning activities per year. The main vision of the university is that empowering the
students by providing transformational education and research. The main mission of this
business school is transforming the students into a innovative thinker. With this purpose in a
modified way they enter into a Egypt market, So that they also earns a profits and capture a high
market share. This will need to adopts the country culture and values. For this they need to
evaluate marketing elements according to the needs and wants of the market in a Egypt(Voldnes,
2015).

UK cultural is encouraged by the Christian religious and with a interaction of Europe culture.
It is also famous for royal family and oldest residence. They generally spoke English, Scottish
Gaelic and their regional language. Majority of people attending the church or believe in god.
They celebrate Christmas, Good Friday, New Year and Easter Sunday. They focus on learning
new things on a regular basis.
Egypt follows a rich culture in education as it has a well developed extensive tertiary. Egypt
contains three levels of educations. This country has a great number of mathematicians,
astronomers and scientists. Hertfordshire business school wants to open an institute in Egypt for
this they need to evaluate the whole culture after that they want to operate their business in the
country. in this they need to evaluate the elements of marketing as a marketing strategy by
follow diversification tool. This helps in enhancing the profits and market growth. it also helps in
longer sustainability in the market place(Falk and Heine, 2015).
CONCLUSION
From the above research report it is to be concluded that marketing across cultures is an
prominent term to understand the new market its culture. By understanding the other country
cultures and values company can earn more and more profits due to which it can establish a
business. This report helps in giving the knowledge on external analysis by using PESTLE so
that they will give information regarding the country and helps in acknowledging the profits.
Further it suggests the SWOT analysis that is also essential to know the strength, weakness,
opportunity and threats that is faced by the company to enter into the new market. Further it also
gives an understanding of choosing strategy that includes standardized and adaptive based. At
last it shows the evaluation of cultural differences that helps in enhancing the profits.

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