Cross-Cultural Marketing and Market Entry for Verdant Leisure Report

This report, prepared as an international marketing consultant's analysis, examines cross-cultural marketing strategies with Verdant Leisure as the focal organization. It delves into cross-cultural analysis, utilizing Hofstede's cultural dimension theory to understand cultural differences, particularly between the UK and China. The report analyzes social and cultural factors influencing consumer behavior, including education, income, access to healthcare, and cultural elements like ethnic groups and religion. Furthermore, it explores the marketing mix implications and discusses market entry strategies for Verdant Leisure in the Chinese market, making recommendations based on the analysis. The report highlights the importance of understanding cultural nuances for effective international marketing and provides insights into adapting strategies for different cultural contexts.

Marketing Across the Culture

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Cross-cultural analysis................................................................................................................3
Social and cultural factors along with marketing mix................................................................6
Market entry strategies................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The term cross-cultural marketing undertake and involve advertisement perspective that
aids to advertise organisation across different culture. In simple terms, cross-cultural marketing
involve individuals and it is used to appeal market related with different interest and culture of
organisation origin country. Segmenting into cross-culture market formulate marketing across
the general market to understand about general audience. This report is written from perspective
of Verdant Leisure and it offer Holidays package service with aim of delegating knowledge to
individual across different culture (Arora and Sanni, 2019). Verdant Leisure is well-known for
it's holiday park locations and it aids services that offer opportunities to spend time together and
to explore new area. It allow individuals to try out new activities for explore of new area.
Moreover, this report highlights on cross-cultural analysis and techniques and it usage for
understand of social and culture difference among countries. In the last, social and culture factor
that is used for cross-cultural analysis method will also included in this report.
MAIN BODY
Cross-cultural analysis
The term cross-culture marketing is defined as a strategic process of marketing that is
used by consumers for performing their work with understand of specific culture. There are
different task performed by management and it is used to offer products that is created with
motive of generating new desk and it is sold to English-speaking country such as Verdant
Leisure is well-known for their hotel services within specific market of UK. Along with this
there are different task performed by management and it is known for services that relates in
areas through which Verdant Leisure perform their work with ethnic media. From perspective of
Verdant Leisure Hofstede's culture dimension theory is implemented and it is used to
understand framework through which cross country culture and their ways is identify for enter
into China market (Celhay and et. al., 2020). National culture define persons perspective and it
include systems related with UK and There are different culture performed by management and
it is used to make choices through which better assumptions which is related with audience of
society. Targeting perform an important role in company culture and it aids towards associating
business through which persons or research department undertake different testing system and it
is used for generating system that engage individuals to perform work in market with more

efficiency. Moreover, cross-culture marketing is defined as a strategic process through which
individuals complete their work in an effective manner. It assess about business setting and their
use that is used in business setting.
Hofstede's culture dimension theory
From the perspective of UK, organisation demonstrate that individuals perform work
with low methods which involve POWER DISTANCE across UK, define and measure extent by
which persons and society expect unequal distribution of power. This generally implications
across in society at workplace. This usually translate about structure and it uses across society.
Verdant Leisure delegate power to individual also to manage their work with proper interaction
of individuals.
The term individualism score usually high about organisation degree and it use that
reflect about person image and it define different terms that reflects on self-image. Verdant
Lesiure utilise the areas through which persons manage and develop individualistic country
(Choi and et. al., 2018). It also expect to take care about themselves and it use for immediate
response about family. So advertisement is done with motive of managing and focusing on
individual perspective.
Masculinity Versus Femininity with in context of UK, consider about nurturing values, to
be feminine with motive of managing work and it use that focus on value of becoming more
masculine. UK is considered as a masculine country according to Hofstede's culture dimension
theory and this relates with value competition, success and achievement. It means individual
from different society aids persons with uncertain situations to which task are managed with
engagement of masculinity.
Uncertainty avoidance within UK demonstrate low interest and it refers that individual
or society of UK is easy and comfortable with uncertainty aspects. This also tolerate lack of
information related with future is hold. This define individual from other country face challenges
and struggle due to UK norms.
Long term orientation- The UK score is only neutral for their time orientation and it
describe how society reconcile and present challenges to retain it link with past. Societies score
low dimension and it use that tend and hostile about social change (Dugan and et. al., 2020).
Individual who score high for orientation generate aspect to adopt change to solve present
challenges.

Indulgence factors of UK, define impulse control and tendency and it usage to realise
about desire. From perspective of indulgence aspect persons who score high act through which
leisure time is spend by individuals. Moreover, indulgent culture motivate individual to perform
their role with flexible working environment in order to maintain proper life-balance.
Hofstede's culture dimension theory,
With in context of China, culture dimension, specifically that is related with power
distance deal with fact related with society is not equal. This express about attitude of culture
towards inequalities among China. Along with this power distance related with China define
persons face less powerful members of institution and organisation among country that
individuals are more desired towards society.
Fundamental issue which is addressed by individualism dimension is used for identifying
degree and their interdependence in society which is maintained among members (Farha and et.
al., 2019). This is also used for performing work and it is used to collectivist culture. In terms of
individualist society people are supposed to look society after their family.
Masculinity dimension indicates that society is drive by competition through men and all
of them is focused towards accomplish of success and achievement. It start with value system
and their use through which success is defined by winner. Along with this value system start
with school of China and constant for professional and personal life.
Uncertainty avoidance develop way by which society deal with facts related with future.
This is also used to control about all factors that is used in managing control which is related
with culture extent. It refers that individual of China avoid those situations that generate
threatened and unknown for culture belief and institution. So score related with uncertainty
avoidance of China is low.
Long term orientation describe that each society aids to maintain and formulate link with
own fast while dealing with challenges in order to present and manage future. This refers society
generate prioritise results related with existential goals. For example- Normative societies score
low on dimension. It refers there are different aspects related with society and it leads to view on
on societal change related with suspicion (Jakubanecs and et. al., 2019).
Indulgence challenges confront about humanity and past degree which is related with
small children. With no involvement of socialization individual will not become a human.

According to this dimension individual extent people that is used for control of desire and
impulses. China is a restrained society and it show low score because of different dimension.
Within context of Verdant Leisure it is identified that market of China demonstrate that
there are different task performed by management. This is used for managing ranking system
which is acceptable for organisation to believe. It also demonstrate there are different task
performed by management and it consider for control of defense which is against use of power to
misbehave with individuals. Along with this Verdant Leisure manage superior and subordinate
results by which trends are polarized to perform work with decided action (Mathur and et. al.,
2018). Leadership and initiative define about optimistic results and it make formal authority and
sanction that is related with individual capability and aspirations. So respective organisation
perform their work with more efficiency by making fundamental aspects related with dimension.
In context of culture dimension related with China individual perform work to engage social
factor at different locations.
Social and cultural factors along with marketing mix
Their are various factors exists that impacts and influence on health of individuals and
they all are known as determinants of health. One of the major determinant which is related with
health define about individual behaviour. Social and physical environment impacts on
organisation business. Some social factor of China is mention as follow:
 Education- The education level impact on decision-making of individual and it offer
different tools through which person make effective and good decisions. This also refers
that education aids towards longer results which is used to make participation of
individuals for formulate of effective decisions such as influencing individuals to buy or
purchase services. It also see and make participation about person that aids to gain high-
pay job roles. Health insurance, healthier working and opportunity to generate connection
aids towards better decision-making to promote better and effective results for making
better connections with all individuals (Pan and et. al 2020).
 Income- Amount of money impacts on purchase of services and products which is
related with health and income of persons. All individuals of China are concerned about
generation on factors that provide access to store safe aspects related with individuals. In

context of income, Verdant leisure focus on development of activities that provide
opportunities to individuals for development of better results.
 Access to health care- An organisation consider about health care aspect and it is used to
determine about all health aspects. Individuals formulate longer results by analysing and
generating results through which screening is used to develop those conditions that make
safe results. It define Verdant Leisure offer longer access that is used for transporting
longer and better results to minimise challenges related with pandemic conditions.
Cultural aspects of China
China follow one of the world's oldest culture, tracking back to thousands of individuals
and it generate different component related with Chinese culture that include ceramic, music,
literature and visual arts (Qin, Kim and Tan, 2018). It also define some different perspective of
China which is mention as follow:
 Ethnic group- Officially there are more than 50 groups exists in China so Verdant
leisure define that all of its task are completed according to ethnic group. This also aids
individual to perform their work through develop of culture traditions within ethnic
group. Various groups demonstrates that language is a major barrier and it impacts on
organisation because less communication generates complexity for organisation.
 Religion- Taoism and Confucianism show three different teaching and it represent
Chinese culture in historically method. Verdant leisure introduce new services which
generate boundaries related with religious system. It also claim about exclusive element
that make longer results that enrich popular beliefs for generating practices that evolve
different fundamentals and concept of human groups. It results religion makes human
groups that define service and principles related with Chinese methodology.
Belief, custom and value
Their are different task performed by management and it refers that motivation perform
an important role and this is used by Verdant Leisure to perform their work with more efficiency.
From perspective of respective organisation, it is identified by management buying behaviour of
persons manage and complete their work with improving motivation aspects (Reaiche, de
Zubielqui and Boyle, 2016). This aids individuals to understand as well as develop culture factor
to perform work in different location. Culture framework define Verdant Leisure generate
perspective that is used for development of channels through which promotion of marketing mix

process relates with adoption of those areas that exists towards improving internal work culture
of Verdant Leisure.
Maslow's model
Buying process and distribution of channel it is used for making process that is used in
distribution of needs as well as wants about individuals. Their are five different aspects related
with standardisation about basic needs and wants of report. It claim about job security and social
needs. Their are different task identifies it make longer perspective by which firms and
perceptions related with firms make impact on brand value. Verdant leisure make results that
generate industries in better way (Song and et. al., 2018). It also claim buying process through
which task is recommend about countries that restrict about success factor that marketing mix
aids according to consumer behaviour.
Market entry strategies
The term market strategy define about all roles and responsibilities which is used to enter
in a different market. Their are different stages relates with organisation and it make appropriate
results by which persons make longer results to complete their work with combination of market
strategy. Along with this environmental, market and company factors aids towards implement of
globalisation factors. All persons involve ideas that is used to prepare and control firms which is
used to make activities. Investment perform an important role and this is used to make longer
aspects.
 Market- From perspective of new idea of Verdant Leisure it is identified that
Confucianism generate and implement high emphasis on importance which is related
with respect of rulers, social harmony and family. This define religious system and
belief is implemented that show mainstream related with ethics and religion. It also aids
individuals to perform all work related with religious system. Verdant Leisure follow
and implement all rules that define about social and national philosophy. It works as a
religious system related with belief of company.
 Organisation- There are different task performed by management and it is related with
aspects that is used to translate about middle Kingdom aspects. Within context of
Verdant Leisure this is stated by organisation all individuals complete their work by
understand of foreign trade. It consider imperial era task aids to develop profound
cultural areas that make notice about completion of work with motive of improving

company trips. Global industry define important areas and it is used to improve
communication to generate all those aspects that emphasize on completion of task
according to global industry.
 Environmental factors- There are different task related with those areas through
Verdant Leisure face challenges among organisation. From perspective of organisation
it is identified that increase in population define about all aspects that make perspective
about family structure and it make traditional areas through which rigid aspects is
reduced from tradition. Moreover, economic market of China is at developing stage and
it aids to complete all work with motive of improving living factors that engage persons
or young workers to move towards better countries (Tierney and et. al.,2020). Verdant
Leisure implement new hotels and they offer employment opportunities to market.
Further, management of respective organisation also develop methods to manage
service that minimise pollution from environment.
Level of involvement in each market
This study aids to attempt about generating and developing focus on different aspects that
is used for identify of consumers that is related with demographics ideas and market. From
perspective about different purpose aids towards development of factors and their use that
enhance in income of individuals. Along with this the Verdant Leisure generate main role to
influence persons aids towards development of aspects and it is related with demographic
factors.
Level of control
China market is enhancing and improving their size with rapid speed so Verdant Leisure
involve persons through which work is completed with involvement of different persons. From
perspective of new plan it is identified that perceptions are generated with motive of managing
work with decided control technique. KPI is engaged and develop about all perspective by which
strategic alliance specifically to control about all task in appropriate manner.
Level of risk
Due to globalisation there are different task performed by management and it is used to
complete all task by generating motivational aspects. This also refers risk related action are
reduced by management to manage and complete work with decided locations. In the last,
Verdant Leisure conduct research aspects through which task are managed in proper manner.

Moreover, it also support Verdant Leisure to involve persons through which task is managed for
attracting individuals with reduce of barrier related with organisation.
Joint ventures: It is a specific form f partnership that participating in creation of the third
severally managed company. This process based on 1+1=3, two organisations are agree to work
together in specific market, either product and make a third company to take on this . profits and
Risks are usually shared equal basis. In china their rules and regulations are very strictly follow
and their policies are different from other countries. China market not allow to merge business
with this country. Verdant Leisure Ltd wants to explore china market and and provide their
services and products to customers in china but their rule are strict and they has various policies
to enter their market. Joint venture helps in enter in china market with adopt different policies
and rules according to china market. In china there are different hotel industries so Verdant
Leisure Ltd offer the any specific industry to work together. Like Verdant Leisure and other
industry take decisions to work together according to the china market and their rules. They can
introduce new product and set a individual brand name and fix the shares and profits and loss
ratios. It helps the both company to increase the growth and profitability and Verdant Leisure
can explore more market. China has cheap materials and they has effective workforce so
company can take advantages in positive manner.
There are various merits of joint venture which helps the both the market and specially Verdant
Leisure company;
 Approach the new distributions network and new market in china country.
 Joint venture helps in increasing the abilities.
 Both companies share profit and risk with other industry's partner.
 Approach the new talents, knowledge and expertise in market including skilled
workforce.
 Approach the best resources, such as technology and cheap materials that helps in better
development.
CONCLUSION
With the analyses of above report, it is concluded by management that it is complex for
an organisation to perform there work, operations and task in different countries. Along with this
by interpret of cross culture it is understand that change in culture generates problems for
organisation. Culture and social factors perform an important role and with understand of

specific market this is easy for organisation to enter in target market. Further, strategy to enter in
a new culture market is included in this report for accomplish of success in market.

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