Marketing across Cultures Assignment CW1 – My Assignment Tutor

as areas where the mix may need adaptation. The “cultural framework” (Sarathy et al 2006) should prove very useful in this section.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.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. The obvious barriers to implementation include market led factors, such as the legaland cultural differences between countries, but also 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.Although markets are becoming increasingly similar in industrialised countries, the media environment still varies greatly. In Saudi Arabia, for example, all advertising is subject to censorship, and regulations prohibita long list of subject matter.The good student will seek to identify and recommend differences required in the marketing mix for successful market entry into the host country.Again, if “re-entry” is selected, previous marketing mix and consumer behaviour issues that denied or restricted success should be discussed.2. Market Entry Strategies (70%): 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. Marking Scheme: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’s 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.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 mar

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