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Cultural Diversity in International Markets - Case Study Example

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This paper "Cultural Diversity in International Markets " focuses on the fact that culture is a dynamic and ever-evolving concept that consists of a vast body of rituals, norms and traditions that are based on mutually accepted and widely shared perceptions among members of society. …
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Cultural Diversity in International Markets
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Download file to see previous pages Such a translational blunder occurred when ‘Nova’, a car manufactured by the South Asian automobile giant Hindustan Motors was exported to Spain. While ‘Nova’ meant a ‘bright star’ in rest of Europe, it meant ‘going nowhere’ in Spain. You would not expect very many Spaniards to buy such a car, would you? Similarly, while the colour yellow is usually associated with a sporty, cheerful and chirpy character and ambience, it is considered a bad omen in China as it is associated with Yellow River or the river of sorrows that causes untold havoc and misery in the lives of numerous people living along its banks by flooding their homes and fields every year. A Japanese car manufacturer learnt it the hard way when its cars failed to leave showrooms in a flurry as they were doing elsewhere in the world. Thus, culture has emerged as one of the most important criteria in positioning a product, especially for companies manufacturing consumer products and services.
Traditional approaches have been determined with domestic markets in mind. Such an approach, known as Local Consumer Culture Positioning (LCCP), was very prominently displayed in advertisements of ‘Marlboro Man’ where the specific traits of individuality and masculinity, so very intertwined with American psyche, were exploited to the hilt to create the image of the so-called Marlboro Man that struck an immediate chord with numerous American males. Similarly, while promoting Bowmore Islay Single Malt Scotch Whisky the producers quite rightly try to propagate the myth and mystery associated with the western islets off Scotland. One visit to their website (Bowmore Whiskies 2007) convinces the visitor that there is a product that has centuries of history and tradition backing it. The mists of Bowmore and the spray of waves crashing against giant boulders almost envelopes the visitor, leaving him with an overpowering longing for a dram of this fabled whisky.
Any lover of good whisky is bound to be impressed by this overpowering aroma of old world mysteries that is so very unique of whiskies made in Scotland.  ...Download file to see next pagesRead More
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