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Global Marketing Case Study - Honda in Europe Does adapting the promotion of its motor vehicles to suit each country's culture make sense for Honda? 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.
The differences amongst different European countries has 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 (De Wit & Meyer, 2004). 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. In this context, showing of the actual product is not necessary since inspiring and implied images are all that the audience needs. In view of this, Honda’s internet marketing in Italy and France was out of touch because a website that contained a lot of unnecessary information was used in high context cultures. ...
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