Cross-Cultural Analysis Report: Primark's UAE Expansion and Strategies

This report provides a cross-cultural analysis of Primark's planned expansion into the UAE market, focusing on the cultural factors influencing consumer behavior and the marketing mix. It utilizes Hofstede's cultural dimensions to compare the UK and UAE, highlighting key differences in masculinity, individualism, uncertainty avoidance, and their impact on Primark's offerings. The report then examines the marketing mix elements, including product, price, place, promotion, physical evidence, process, and people, tailored to the UAE market. Finally, it explores market entry strategies, specifically exporting and licensing, recommending licensing as a suitable approach for Primark due to its lower capital requirements and ability to navigate the cultural nuances of the UAE market. The report concludes by emphasizing the importance of understanding cultural differences for successful international business expansion.

Across Cultures
Assignment CW2

Contents
INTRODUCTION...........................................................................................................................3
Analysis of Cross culture.............................................................................................................3
Social factor influencing the customer behaviour and the Marketing Mix.................................5
Strategies for Market entry..........................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Culturally diverse alludes to endeavours of an association to ensure that individuals
convey in a successful way with the experts from various foundations. Culturally diverse is
business climate where the members from the different areas or nations associate, perspectives,
strategic approaches and bringing the different qualities. Numerous associations look to grow
markers for products to dedicate the considerable assets to give the preparation to set up
individuals to interface with individuals of other nation. This given venture is an expansion of
the Course work 1 that finished as of now on territory of Cross-social examination with its
different customary methods. Primary reasoning behind leading this undertaking is to make the
profound comprehension on different culture of various countries and their effect on promoting
exercises. Primark is a style retailer with tasks in United States and Europe. Store is auxiliary of
the food handling and retail association for example related British Foods. Primark organization
was established in year 1969 by Arthur Ryan. This organization is intending to grow its business
in UAE with ladies style (Borisova and et al., 2017). This report will depict social and social
variables which sway on purchaser conduct towards explicit administrations or products. Diverse
global market section methodologies accessible to organization will be clarified.
Analysis of Cross culture
This explore contrast among different countries, convictions, standards and the connected effect
on different nations merchandise or administrations. In setting to Primark, this organization
needs to comprehend the way of life of other nation prior to extending business. It has a place
with United Kingdom and now growing the business in UAE by dispatching ladies apparel.
There is a distinction in culture and view of individuals in the two nations like United Kingdom
and UAE. Hofstede social model is useful in efficient investigation of culture which can affect
on offering of Primary organization (Chen and et al., 2019). This model effects on estimations of
individuals from culture of society and how these are identified with conduct utilizing structure
get from the factor investigation. Various components of Hofstede social model notice beneath:
Masculinity Versus Femininity
In setting to UK, this nation is viewed as manly. The general public of United Kingdom
nation keeps an eye on accomplishment, achievement and worth rivalry on ascribes like
managing everything well with the others, quantifies and being humility like nature of the life. In
this, individuals shelter the worth their profession and furthermore agreeable in communicating

aspiration. As Primark sell its great at lower cost as correlation with its rivals and it causes
organization to upgrade piece of the overall industry (Haryanti, 2017). This mirrors that
organization in United Kingdom is manly.
UAE nation is humble score in the Masculinity with half and its after effect of the globalization
implies controlling qualities in UAE culture that emphasis on progress, rivalry and
accomplishment for ladies and men in setting to manliness. In this, male and female have the
equivalent occasions to land position. UAE nation has the equivalent rate among womanliness
and manliness that consider about themselves and furthermore grow better relationship with the
others.
Individualism Versus Collectivism
The independence in United Kingdom is high that reflects degree to which mental self
view of an individual is clarified in setting of We or I. As individualistic nation, UK individuals
hope to take care themselves and close family. They are less intrigued to put resources into
society work.
This is more collectivist society corresponding to the UAE implies they are firmly disposed
towards the common society and the gatherings inside nation. These are equivalent to the
guidelines just as to the convictions and perspectives rehearses inside a network. In UAE
Country, there is forbiddance on style clothes of ladies all things considered against the
convictions and standards of society agreeing the view of individuals in the public eye. In this, a
few changes are thought of same, yet this viewpoint can influence association like Primark. The
independence in United Kingdom is high that reflects degree to which mental self view of an
individual is clarified in setting of We or I. As individualistic nation, UK individuals hope to take
care themselves and close family (Issa and et al., 2017). They are less intrigued to put resources
into society work.
This is more collectivist society corresponding to the UAE implies they are firmly disposed
towards the common society and the gatherings inside nation. These are equivalent to the
guidelines just as to the convictions and perspectives rehearse inside a network. In UAE Country,
there is forbiddance on style clothes of ladies all things considered against the convictions and

standards of society agreeing the view of individuals in the public eye. In this, a few changes are
thought of same, yet this viewpoint can influence association like Primark.
Uncertainty Avoidance
Joined Kingdom nation has least score on the Uncertainty Avoidance implies that
individuals are OK with the vulnerability and furthermore can stand out the absence of data in
regards to what future will be hold. The individuals of UK society are worry with the drawn out
technique that happing on ordinary premise (Muchomba, Jiang and Kaushal, 2020).
They are slanted towards severe lead and codes of confidence in setting to the United Arab
Emirates, which secure their virtues with social conviction and the way of life. Actually, the
nation's general public and furthermore culture are bigoted to unpredictable thoughts that may
strife with standards or social convictions. Consequently, distinction among societies could have
more impact in this nation on Primark and furthermore its design clothes, as there is antipathy for
innovativeness and change that not quite the same as social convictions and culture of United
Kingdom nation.
Social factor influencing the customer behaviour and the Marketing Mix
Product: It is connected with selling merchandise of better quality with having all credits
which alluding to highlights, item plan and quality. It is important for an association to deliver
the administrations or products based on clients needs or inclinations. Under this, Primark
organization will target populace of UAE nation through dispatching ladies clothings. It has been
chosen through administration that looking on pattern that overarching inside new nation which
emerge the trouble in presenting the ladies clothings with various plans.
Price: Under this, organization fix the evaluating based on pay level of purchasers and necessity
of merchandise. Primark organization will utilize the excellent estimating methodology for ladies
clothings in light of the fact that their plan is interesting and furthermore of better quality
(Ningsih, 2020). It will help in improve piece of the overall industry of organization with
expanding deals.
Place: In connection with Primark, to grow its business from UK to UAE they are
expected to zero in on different procedures so they can give in vogue items to clients by focusing
on 16-30 period of individuals. For doing every one of these things in an ideal manner their ideal
places are incorporates Liverpool, Belfast, Manchester AND so on.

Promotion: In connection with Primark, the special procedure which are being utilized by
this association is notice, deals advancement, computerized advertising, utilization of web-based
media applications and a lot more to make an addition in the deals and incomes of the
organization. Moreover, it will likewise help in expanding the brad mindfulness and generosity
of the organization in the new market which is UAE.
Physical evidence: Primark has immense actual proof in their stores. With the assistance
of following low estimating systems they can improve results in future which fulfil client’s needs
and needs. Consequently, the estimating fairs which are trailed by this firm is essentially low yet
here and there it put online stage for product to make transporting cost high just as item value
itself. To build its business inside the UAE they are needed to put their value as indicated by
nation's market circumstance so they can accomplish its focused on objectives and ready to
satisfy clients.
Process: Primark has extremely solid distributive channels, by which they can offer
confirmation to clients that they will give their merchandise on an ideal opportunity to clients.
For growing its business in UAE they ought to incorporate clients experience and direct worker
preparing.
People: During the current timeframe separate firm is working with huge number of
representatives. It primarily targets youngsters and grown-ups individuals between the age of 16
to 30. to extend business in UAE, they are expected to have adequate labor force and sell its
garments in a lower cost.
Strategies for Market entry
Exporting: It is most essential approach to enter in new market. This is conventional and
set up structure to work in to the unfamiliar business sectors. Under this, organization can set up
send out association or utilize neighborhood wholesaler. This is identified with selling the great
straightforwardly to the new market. The primary motivation behind an association is to
actualize deals programs in unfamiliar nation with help of merchants and deals operators at new
market. Primark can utilize this system through looking through better specialist in UAE nation
that can sell the style clothing and have the correct information about the design market of UAE
(Wulff, 2020). Then again, there is an inconvenience of this section procedure that one can be

kindness of the operators in abroad. It sway on the brand picture of organization in other nation.
Along these lines, there is a need to firm to maintain the correct spotlight on making items made
sure about.
Licensing: This is an arrangement that gives rights to permit to utilize products which
licensor possesses as of now. It is move related section procedure. This is helpful procedure if
the purchaser of permit has enormous piece of the pie in market. Under this, organization move
rights to utilization of explicit merchandise or administrations to other organization. Privileges of
licensee are arranged in an understanding for permit that permit them to sell items, take
advantage of specific brand message and use brand name. This market section methodology
helps in procure benefit through utilization of authorized products. Consequently, licensor gets
settled upon sovereignty out of benefits for progressing utilization of things. It is one of the
better methods to start in the unfamiliar tasks and furthermore open way to least assembling
relationship hazard.
This has been inspected from above conversation that, Licensing is a powerful market
section procedure that is gainful for Primark to growing the business in UAE market since it
limited the capital necessities. It will give the better occasions to Primark organization in market
of UAE. This has been said that UAE is better for presenting the ladies style that will help in
building up the brand name of organization in to unfamiliar nation. In picking this market
passage methodology, legitimate security is conceivable in target climate. There is potential
fortress the exceptional yield on speculation that can be immediately figured it out.
CONCLUSION
It has been finished up from the above notice report that development of the business is
one of the viable methodologies that essentially utilized through organization for make
improvement in execution of business and furthermore upgrade authoritative benefit. There has
been learned about the Hofstede social system and it helped in look at social contrasts among
two unique countries like UAE and UK. The social and the social elements of UAE nation that
can affect on shopper conduct towards presenting the ladies requests. Authorizing is the better
market section procedure that Primark organization was utilized on the grounds that it a simple
passage mode and opportunity to make exceptional promoting approach.

REFERENCES
Books & Journals
Borisova, L. V., and et al., 2017. Public evaluation of health services across 21 European
countries: The role of culture.Scandinavian journal of public health. 45(2). pp.132-139.
Chen, J., and et al., 2019. Two types of core/shell fibers based on carboxymethyl chitosan and
Sodium carboxymethyl cellulose with self-assembled liposome for buccal delivery of
carvedilol across TR146 cell culture and porcine buccal mucosa. International journal
of biological macromolecules. 128. pp.700-709.
Haryanti, D., 2017. STRATEGI KESEPADANAN PESAN PADA LINGUISTICS ACROSS
CULTURE DAN TERJEMAHANNYA. Kajian Linguistik dan Sastra. 25(1). pp.41-57.
Issa, M. A., and et al., 2017. Psychopathy in Lebanese college students: The PPI-R considered in
the context of borderline features and aggressive attitudes across sex and
culture. Personality and individual differences. 105. pp.64-69.
Muchomba, F. M., Jiang, N. and Kaushal, N., 2020. Culture, labor supply, and fertility across
immigrant generations in the United States. Feminist Economics. 26(1). pp.154-178.
Ningsih, L. F. Y., 2020. Conversation Analysis: Communication Across Cultures. JURNAL
AVESINA. 13(2). pp.29-35.
Wulff, H., 2020. Ballet across borders: Career and culture in the world of dancers. Routledge.