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International Advertising Strategy-B&Q - Essay Example

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Advertising across Cultures Name: Institution: In the modern days, all business organizations are seeking to increase their market size by entering global markets. Marketing managers have realized that domestic markets may not offer the same profitability as compared to advertising globally…
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International Advertising Strategy-B&Q

Download file to see previous pages... On the other hand, in order for the organization to attract customers from international markets, it must ensure that it markets its products effectively. Effective marketing implies that the organization has to recognize the fact that it is serving different kinds of customers. Marketing in a diverse economy calls for attention on the different cultures that make up the market (Mooij, 2004, 23). Therefore, an organization should consider the different cultures in the market before advertising its products. The business can fulfill this by using the different marketing concepts at hand. For instance, the business may ensure that it understands the ethnic diversity of the people. In addition, the organization could also ensure that it advertises its products in different languages that can be understood by the different customers that it intends to reach. Other concepts that can be used include studying the culture of each targeted community, and customizing the advertisements in order to be applicable to each group of persons (Tian & Borges, 2011, 111). This serves to ensure that the advertisements will not be offending to some communities. This is because; while some of the strategies used in some communities may be applicable to the community, they may be unethical in some other communities. The business should also consider the religion, social norms and values of the people. In addition, the organization should also consider the living style of the people and their education standards. Therefore, when choosing the different kinds of marketing mix, the organization should consider these marketing concepts. B&Q is an international company that mainly deals with manufacturing and repairing of farm tools. The company also manufactures gardening components, plants, and furniture equipment. Other tools that are offered by the company include home improvement tools and supplies. For B&Q to launch its products in Sweden and South Korea, it has to market its products in order to increase the consumers’ awareness. Effective marketing of the products will require the organization to study the different cultures of the two countries such that, the advertisement will be applicable in both regions. The market situations in the two countries are also very differently such that, marketing of products will require the company to customize its advertisements and marketing campaigns. For instance, while in one country technology may be more advanced and easily used in advertisements, in the other country technology may be very poor and backward such that, it may not even be possible to apply it in marketing campaigns. Therefore, the specific methods chosen for each country should depend on the economic status (Hunt, 2012, 1). For instance, in Sweden, B& Q experiences very stiff competition from some of its key competitors. On the other hand, in South Korea, the competition is very low and weak. Therefore, B&Q should use more intense methods of promotion in Sweden as compared to the methods used in South Korea. While in Sweden, the campaign will mainly target on proving to customers that its products and services are better than those of its competitors, in South Korea the advertisement campaign will have mainly focus on increasing awareness of its products to its competitors. Therefore, this marketing campaign will require expertise and knowledge of attracting customers to purchase the products of the organization. In addition, the campaign wi ...Download file to see next pagesRead More
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