Marketing Across Cultures<\/p>\n
Assessment Content <\/p>\n
As this may be the first time your company will be targeting and entering a culturally very different country, your (second) report must include the following:<\/p>\n
1. Introduction to the chosen organisation: introduce the project objectives (using the brief above), the organisation and its product or service, the home and host countries\/cultures. <\/p>\n
Further details:<\/p>\n
This is where you introduce the business and its overall aim to internationalise or globalise, a description of where they have internationalised so far, and an overall brief on the company, using typical tools such as a SWOT analysis in order to describe why the internationalisation is pursued.<\/p>\n
Social and Cultural Factors and the Marketing Mix (30%): examine and explain how the social and cultural factors of your target internationalisation country could influence consumer behaviour towards your product or service. This is followed by an overall evaluation of the strategic implications this may have on the internationalisation process, in relation to the opportunities of standardising or adapting the international marketing of the organisation.<\/p>\n
Note: It is imperative that you also consider the elements raised in the CW1.<\/p>\n
Further details:<\/p>\n
Based on the point raised in CW1, analyse the international consumer behaviour that you expect in the foreign country of choice. The relevance (or not) of Maslow, linked with the buying process and distribution channels, is also important. The principles of standardisation v adaptation require consideration here also.<\/p>\n
It is important to clearly define the direct benefits of standardisation for firms, such as economies of scale and efficiencies from the learning curve effect, but also to consider the indirect benefits that come from consumer perceptions of the consistency of company image of the firm and the effect of this on the perceived brand value. <\/p>\n
Highlight here the obvious barriers to a full standardisation, to include market led factors raised in CW1, such as the legal and cultural differences between countries (typical example: In Saudi Arabia, for example, all advertising is subject to censorship, and regulations prohibit a long list of subject matter)<\/p>\n
Also highlight specific company factors, such as the integration (or independence) of the strategies pursued by individual SBUs and competitor led factors, for example, where a firm is weak in different markets and has to follow different market leaders; consideration of competitors is important here!<\/p>\n
Market Entry Strategies (25%): conduct an evaluation of the various international market entry strategy options available to the company, and present a justified recommendation to the company for the market entry strategy that the company should adopt. <\/p>\n
Marking Scheme:<\/p>\n
A brief assessment of the different types of market entry strategies is needed with an explanation of which (and why) each is appropriate at a particular stage. As a firm reaches globalisation it will require a combination of entry strategies in order to respond to the market, company and environmental factors. Some understanding is needed of the firm\u2019s required level of involvement in each market as this will be linked to the level of control the firm might wish to exert over its activities and the level of risk the organisation is prepared to take. Where it has high levels of investment it must ensure that it is able to maximise its impact and not be reliant on third parties. High levels of involvement have implications in terms of a variety of associated risks.<\/p>\n
An explanation of the criteria for choosing a market entry strategy must be the starting point and this will inevitably focus on the need for different levels of market involvement, investment and control over marketing operations in the target market needed to deliver the firm\u2019s objectives. It is worth considering in detail the benefits of certain strategies, such as strategic alliances and joint ventures which are attempts to achieve a balance between control and exposure in challenging market situations where neither partner has all the necessary capability.<\/p>\n
Again, if the \u201cre-entry\u201d approach is taken, previous market entry strategies should be discussed, with analysis of the failings\/limitations that ensued.<\/p>\n
3) An international marketing mix for the new country (25%), including considerations regarding product\/branding strategy, communication strategy; the candidate could also discuss pricing and distribution strategy.<\/p>\n
This is the section where you present in details the new international marketing mix. The choice here should be based on the findings of section 1, starting the discussion from the potential strategic implications identified in section 1. The strategies proposed should be chosen in relation to the choices emerged from Section 1 related to the debate standardisation versus adaptation; usually there is some degree of adaptation which are due to the socio-cultural differences highlighted in Section 1. The other factor to consider is the MES in section 2, level of control for example where there is more control from the HQ (i.e. direct export), means a marketing strategy that mirrors the strategy of HQ, on the other extent where there is less control (for ex. in a strategic alliance), more changes are expected in choices of pricing strategy and choices of distribution.<\/p>\n","protected":false},"excerpt":{"rendered":"
Marketing Across Cultures Assessment Content As this may be the first time your company will be targeting and entering a culturally very different country, your (second) report must include the following: 1. Introduction to the chosen organisation: introduce the project objectives (using the brief above), the organisation and its product or service, the home and […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[10],"class_list":["post-107243","post","type-post","status-publish","format-standard","hentry","category-research-paper-writing","tag-writing"],"_links":{"self":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts\/107243","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/comments?post=107243"}],"version-history":[{"count":0,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts\/107243\/revisions"}],"wp:attachment":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/media?parent=107243"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/categories?post=107243"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/tags?post=107243"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}