International Marketing Failures: Week 3 Tutorial Analysis

This assignment analyzes a case study of BMW's marketing failure in the UAE, where a commercial featuring the national anthem caused controversy due to a lack of cultural sensitivity. The assignment emphasizes the importance of respecting cultural norms and legal considerations when executing international marketing campaigns. It also explores research challenges for Australian firms in India and Japan, highlighting the need for strategic partnerships, understanding business etiquette, and utilizing appropriate data sources. The document presents tables summarizing the research challenges and potential solutions for each country, drawing from various online resources and emphasizing the need for adapting marketing strategies to local contexts. The assignment underscores the significance of thorough market research and cultural awareness in achieving successful international marketing outcomes.

Week 3 Tutorial Questions
1. Select a news or journal article that discusses a situation when a company gets their
marketing wrong in an international market. Summarise the article and discuss the
lessons learned from the research approach that was taken.
BMW pulls commercial featuring UAE anthem after outcry
In the age of mass media and globalisation, it is important that vital components which build
a good Advertisement for the product comprises good ideas, mindful execution and relevant
placement. The BMW television commercial featuring the National Anthem of UAE landed
the German auto manufacturer in deep trouble. The advertisement features the Al Ain
football club players singing national anthem which in the halfway is interrupted by the
sound of engine and the players Rush out of the stadium into the BMW car. This offended
the cultural National sentiments of the Emiratis, focusing national symbols to be an integral
part of the collective identity in UAE. According to the official, the national anthem is a
symbolic to preserve the values and protect their Homeland. The Abu Dhabi executive
Council suspended the executive Board of the club. BMW and Abu Dhabi Motors replied
that the intentions of the commercial was to show the players running at the end of the
anthem however because of the limited time of the commercial it seemed to be cut off. The
commercial was removed from all the platforms following concerns and from the feedback
received by the community.
The lesson learned from this research approach is to acknowledge that execution of the
advertisement must consider the national and the cultural sentiments are respected and
rightfully recognised. It is also important that legal considerations are undertaken by the
advertisement company before executing an idea specifically making use of national
emblems, anthem and flags. This will help in avoiding controversies and legal actions that
can be taken against the company for causing disconcertment.

2. Scenario Question
Table 1 Research challenges and solutions in India
Researc
h
challeng
es
India
The research in the field of traditional retail space for Australian
firms can be cost-intensive and will be hard to secure, in smaller
cities especially.
Strategies
for
Australian
Businesses
As a result
of evolving
e-
commerce
and
connecting
more
consumers
with a wider
range of
products
through e
commerce
platform,
the
opportunity
for
Australian
technology
companies
is to form
strategic
partnership
s co-
innovate or
undertake
joint
research

and
developmen
t..
Seconda
ry data
sources
https://www.austrade.gov.au/Australian/Export/Export-markets/
Countries/India/Market-profile
Primary
data
1.https://www.austrade.gov.au/australian/export/export-markets/
countries-and-economies/india/industries/digital-economy-to-india
2.http___www.aphref.aph.gov.au_house_committee_jfadt_india_in
diach6.pdf
Table 2 Research challenges in Japan
Research
Challeng
es
Japan
Business etiquette and practices are important in aspect in Japan.
Japanese are extremely polite and place importance on respect
and social rank. The emphasis on punctuality is must in Japan
while conducting meetings with Japanese. More over English is
not widely spoken language there which can pose another
challenge.
Strategies
for
Australian
Businesses
It is advised
to conduct
business
meeting with
small talk
and not
misundersta
nd the
situations
and have
patience
while
dealing with

Japanese. It
is best to
arrange for
interpreters
and avoid
Australian
idiomatic
expressions
and jokes
since
Japanese are
particular of
business
etiquettes.
The
maintenance
s of
punctuality
and
informing is
required.
Secondar
y data
sources
https://www.austrade.gov.au/Australian/Export/Export-
markets/Countries/Japan/Doing-business
Primary
data
1.https://www.austrade.gov.au/Australian/Export/Export-
markets/Countries/Japan/Market-profile
2.https://www.imf.org/external/pubs/ft/weo/2013/02/weodata/
index.as

References
BMW pulls commercial featuring UAE anthem after outcry, published on June 1, 2016.
Retrieved from <https://www.thenational.ae/uae/bmw-pulls-commercial-featuring-
uae-anthem-after-outcry-1.192616>