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Honda in Europe - Case Study Example

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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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Honda in Europe

Download file to see previous pages... 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....
In conclusion, it is not wise for Honda to market its products the same way in all countries because it is improbable that an advertisement intended for a low-context culture will work in a high-context culture and vice versa. Given that Europe is a multicultural block, Honda should take into account the two cultural segments when designing a market strategy. Is it wise for Honda to market its products the same way in every country? It is not wise for Honda to enter the global market with a similar strategy in every country because, actually, this is the mistake the company committed, in the past, leading to poorly performance in different regions especially in Europe. It is important to pay attention to various political, social and economic forces that influence business in different countries and design strategies that resonates to those factors. These factors are very essential because they are used to define the decisions to take when producing, selling and delivering products and services to consumers from different parts of the world. Honda should carefully assess the style, taste, culture and values and believes of its customers from different countries because these factors are essential when designing an international marketing plan. For instance, Honda should apply marketing mix that is unique to individual countries, based on factors such as language barrier, economic circumstances among many others. Socio- economic considerations, technically, are important factors that influence the company’s taxation, transport cost, people’s taste and needs as well as the competition from other companies. From the statistics, Honda is facing stiff competition from different regions, especially the ...Download file to see next pagesRead More
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