International marketing can be defined as the process through which a firm looks to enter the international market. Through internationalization firms looks to make the products available to the target customers beyond the local boundaries. …
The concept of cross cultural marketing suggests that it is important for the marketers to know that there is very little room for ethnocentrism in the modem 21st century and there is no culture that is superior to the other. Globalization is inevitable and so is ‘cross-culturalization’. Hence one of the key parameters of success for global firms would be the ability to distinguish and understand the cultural aspects of the host nations. The present context of the study has been conducted to analyze the international and cross cultural marketing strategy of Al- Jumeirah a UAE based luxury hotel chain. The host or target country has been selected as China. The reason for such choice is due to the fact that china is one of the fastest growing economies in the world and since the entry of china in to WTO various major companies are looking to enter the prospective Chinese market. ...
egment; positioning; cultural; educational; demographic issues of China has been analyzed along a set of recommendations for Jumeirah for the future has been provided (Deresky, 2011, p. 231). Reasons making the transfer of practices attractive to the parent company Presence in Saturated Markets Prior to the entry to China Jumeirah has had presence in the saturated and matured economies like UAE (the home country), U.K., Germany. Such economies provide very few opportunities of growth. Also the economic downturn possessed additional threat to the luxury hotel chain. Hence in order to gain the competitive advantage and cope up with the volatile economy the hotel chain decided to enter China . (Doole and Lowe, 2008, p. 391) High amount capital gain from local market Another probable factor could be the relative strong position of the hotel chain that may have prompted the hotel chain to enter in China. Analysis (Findings) Factors influence the transfer of such practices Market Attractiveness Entry of China to WTO In an attempt to welcome foreign companies invest in China after several years of negotiation the country became a member of WTO in September 2001. This opened up the economy of China as the trade related barriers went down. This was the beginning of the economic developments in China. Today China is regarded as one o the most emerging economies in the world (Appendix1). Educational Developments in China As foreign companies started to come to China; the demand for the skilled labours went up. Over the years the Chinese education system has gone through several reforms. The government has made considerable amount of investment to develop the colleges and universities. The focus of the government has shifted from quantity based education system to quality based ...
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(International and Cross-Cultural Marketing Essay)
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CROSS CULTURAL ISSUES AFFECTING BMW COPORATION IN BRAZIL By (Your Name) Presented to (Instructor/Tutor) (Course/Subject) (Institution/University) (City, State) (Date) Introduction Bavarian Motors works (BMW) is a German automobile company founded in 1917, with its headquarters located in Munich.
Besides evaluating the external environment of the host country, organizations also need to evaluate and manage cross cultural issues also. 2. (Chen,Sun,& McQueen, 2010) Cross culture management is considered as everybody’s challenge and increasing globalization as well as movement of labor force from one place to another has made it possible that people from diverse cultures will work together.
In essence, those influences which are imposed on the customers by other people are called as cultural factors. Some important cultural factors that influence while marketing a brand internationally include: Age Group or Gender, Population, Educational Background.
However in that the Adapted Etic Approach also operates based on a basic premise that the theoretical constructs or approaches that would be framed would focus universality in regards to the cultural and geographical variations. The Adapted Etic Approach flows from the region or area where the research pertaining to the study gained its inception from such that it reflects increasing dominance over the study extended to other regions or cultures.
Business units of different sizes are regarded as important source of business opportunities for a singular integrated economy. The organizations that are considered as the domestic business units are lagging behind the international business organizations.
This national culture is made up of factors like customs, religion, language, beliefs ethnic heritage, rules and boarders. House, R.J., Dorfman, P., Gupta, V. (2004). Different countries display differences in these factors. In this paper an evaluation of the cross cultural management research of Trompenaars and Hofstede will be done in relation to the national cultures of the UK and Germany.
Companies which try to implement global and standardised business practices regardless of such cross cultural differences will face many obstacles. Thus, its now a recognised and accepted fact that companies operating in the international arena needs to bring in a
ternational commerce are challenged in this essay as outdated in the wake of globalisation decade which has brought with it, its own values for the one world model. According to this preposition, the one world system has no reservations to forego the cultural heritage or
In the modern competitive business environment companies are looking to enter the international market not only to cope up with the fluctuating economic conditions but also to gain competitive advantage. However,
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