Honda in Europe - Case Study Example

Extract of sample
Honda in Europe

The paper tells that the issue of cultural diversity, in regards to international marketing, is of utmost importance. It is, therefore, critical for Honda to treat the culture of each country in its own context. Furthermore, different countries from the European region have different cultural values, which significantly affect their thinking behaviors and actions. Honda appears to have made a grave cultural mistake while designing its global marketing strategy and, therefore, it will be very wise to understand the cultural practices and values of each country and design strategies that resonate the individual’s country’s culture. The poor performance of Honda in Europe has been thought to have resulted from the failure of the company to understand the culture of European countries and instead treating the market as a homogenous block. The differences amongst different European countries have been split between high-context versus low-context cultures – Honda ought to design its marketing strategies to be in line with these cultural divisions, to enhance acceptability of its products in the respective countries. Ideally, Honda ought to have understood that the kind of advertisement that is suitable for low context cultures is different from that which is suitable for high context cultures. In essence, the advertisement for high-context culture should encompass an embedded approach where the weight is put on the general view and feel instead of providing the literal information. ...Show more

Summary

The discussion will attempt to address the primary questions framed as follows: Does adapting the promotion of its motor vehicles to suit each country's culture make sense for Honda? Is it wise for Honda to market its products the same way in every country?

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