Marketing in a Foreign Country - Coursework Example

Marketing in a Foreign Country Marketing in a Foreign Country Culture may affect the workings of the business in the course of international operations through contract negotiations, the development of human resource management policies, marketing decisions, and production operations. Culture is the collection of values, beliefs, behaviors, customs, and attitudes that distinguish one society from another (Hofstede & Minkov, 2010). There are basic elements in the composition of culture, and among them include social structure, communication, language, values and attitudes, and religion. It is through this study that one can understand effects of culture on business (Comfort & Franklin, 2011). The aim of this study is to determine how culture would determine product adjustment for success in the international market. This study will mainly detail on France, Russia, and South Africa which are known of producing swimsuits for women, men’s shoes, and digital cameras respectively. These three countries will also enhance analysis of the adjustments to be made on the products as well as their essence in the foreign markets. Swimsuits for women in France France is a sovereign country in Western Europe with a population of approximately 67 million people and is the third largest and second most populated country in Europe. It has a high standard of living and the culture in the country has some specifications that affect the operation of an international organization in France, requiring some change in swimsuits for women’s specification and offering to suit the French market. The company will mainly deal with sale of swimsuits in France with a marked price of $ 100. The French culture, however, has some repercussions on the operations of the company and these have to be incorporated into the business, for example the use of French in meetings and conversations. Language: There is high emphasis on the use of the French language for business dealings for those who know English and those who do not know English as this is enshrined in their culture. To increase your chances of making a point and rapport with the community, the business will mainly ensure that all its activities are begun in French. This will either be maintained or translated in the course of the period as a way of appreciating the community around. Individualism: The individualistic nature of the French society will also have an impact on the swimsuit line of business for the company where the business has to be tailored to meet the needs of the individuals and not the society. This, as explained by Hofstede, entails the situation where the needs of the individual come first and they are independent and have a high self-respect (Hofstede & Minkov, 2010). The swim suits have to be tailored for the individual and offered in a manner to augment and reflect the independence and personal beliefs of the French population using customer feedback, high product offering, and customization rather than product standardization. Pricing: In France, the high prices of the swimsuits have to correspond to the quality of the products due to the high standards of living and preference for products that are durable, quality, and used for different circumstances. The prices to be used in France should have a slight difference with the prices in the United States but the quality will not be compromised on by the France population due a culture that emphasizes on high quality and esteem in their clothes and other outfits. Customer service: there will be a change in customer service from the one in United States where the customer is king to a customer service to the one in Paris where the customer and the customer service personnel are treated equally (Comfort & Franklin, 2011). There is a need for the customer personnel to understand that in Paris, the client and the servant are to be treated the same and address each other with the name Monsieur. Distribution: the distribution channel that is fit and will be applied to France is where the products are frequently updated and improved in terms of quality. There is also need for the company to be able to prepare, package, cut, and deliver the swimsuits according to new trends and demand by the French. Swimsuit distribution will make use of contracts and better understanding of the company and wholesalers, who are the main distribution channel in the French economy owing to better understanding of product quality, size, and emerging trends. Advertising: there is a very high relation between the culture and commercials made by companies in France. There is a very high emphasis on style, poetry, and sensuality with less facts and point black advertising with the denigrating of competitors on adverts not allowed and telling the consumers to call a number to purchase a product unheard of in France. The advertising of swimsuits in France will have to respect these rules that are embedded in the culture of the French people and in French, depicting the impact of culture on foreign business. Men’s shoes in Russia Russia is a semi presidential republic situated in Southern Eurasia and is the largest country in the world with 17,075,400 square kilometers (6,592,800 sq mi). Russian is the mainly language used for business communication and the economy has a high power parity being among the highest oil and gas producer with the fifth largest GDP globally. The product to be offered by the company in Russia will be men’s leather shoes with straps and will go for $ 70. The choice of the price is a consideration of the cost of manufacture, transport, profit margin, and ability of the Russian people to purchase the shoes. Packaging size and type: the packaging techniques that will be appropriate for the Russian market for men’s shoes are the use of plastic pouches to package men’s shoes and the package size is expected to be small with the notion that it shows environmental concerns. There has been an increase in the attention by the Russian society for the increase in environmental conservation and there has been an augmented popularity for the use of product categories. The packaging shall also be whole and have the ability to be opened by a custom officer for checking. Customer service: customer service is very different in Russia and the United States with the Russia and having a poor customer relation that stems from a culture that emphasizes on a philosophy of “that I not my problem” and “I do not care”. Customer service people in Russia do not care and most of the answers are “I do not know”, stemming from their culture but the company will make differences through training the customer care people to improve on customer service to get the local as well as the international community in Russia (Bloch & Whiteley, 2011). Customer service will however have to use the Russian language for communication and have an understanding of phrases commonly used if they are non Russian differing from the use of English in United States. Distribution: the distribution strategy for the company on shoes for men depends on the traditional markets for the interactions and distribution of product. This will give Moscow and St. Petersrgsbug as the areas or setting up early production centers to befit client and company needs for distribution and success of men’s clothes business in the Russian market. Having local, international, and regional and international suppliers will allow the business to be in touch with the people, the community, maintain cultural attentions and practices, and reduce mistakes and offences make in terms of packaging and distribution of the product in English. Advertising: With a population of 143 million people, reaching them using traditional advertising is not adequate. With 67 million people being internet users, internet and social media marketing will make a huge percentage of advertising in Russia for the men’s shoes in an aim to limit advertising expenditure but meet the goals f reaching a high percentage of the population. Back translation of the advertising content will be harnessed to allow a clear message delivery and response to the adverts for better sales and augmented revenue in Russia. Digital Cameras in South Africa South Africa is an African country with the 25th largest area globally, has 53 million people, and has different cultures, religions, and languages. Eleven official languages are enshrined in the South African constitution showing the multiethnic society in South Africa but English is the most common language used in South Africa. A sale of digital camera for $ 200 in South Africa for the middle and high income earners market segments. Packaging size and characteristics: packing of the digital products in South Africa has to be one that ensures environmental sustainability, cost effective for the company and appeals t the consumers with regard to ecological and ethical concerns (Bloch & Whiteley, 2011). The company will focus on the packaging of the product using small packages that are less heavy and limit the destruction of the environment due to the increased attitude on global warming in South Africa. Pricing: the pricing strategy to be used in South Africa by the company is high discounts and have an emphasis on quality is not as much as is in the United States but it should be higher than the local produce. The price mark to be made should be lower than the prices given to the United States market in the South African market due to living standards lower than that in Unite States Customer service: there must be a high emphasis on customer service and ensuring the client is satisfied with the service offered when the client is looking for a digital camera. This will be done through offering full description of the product, the price ranges, the functionality of the digital camera, and making a high effort to ensure the client feels acknowledged and respected by the company for sales and revenue generation. Distribution: the distribution channels that have to be harnessed for success in the digital camera s business in South Africa is supermarkets and retails stores through the access to these facilities by a high number of South Africans and are the traditional buying centers. This is achieved through having good relations with the local community. Promotion: product promotion has to be done through the sponsoring of events and activities especially rugby and football events in South Africa to identify with the needs and likes of the community. Sports brings the different communities of South Africa to speak one voice and support one course making it a very string channel for companies to market and promote their products opening the way for the digital camera business to be successful in its promotion strategies. Advertising: making a lot of advertising through traditional advertising channels is the other marketing consideration that has to be taken in the South African market for success of the digital camera business. The main reason for this is a preference by the South Africans to access news and information through radio and television compared to other advertising channels, especially for the middle age segment of the population who may be the main targets of the company. The use of social media and the internet advertising and marketing can also be considered for the digital camera business to access the generation Y, who accesses the internet more often according to their cultural orientation and upbringing with the advent of technology in the preceding years. In conclusion, culture plays a very significant role in the determination and development of marketing strategies in the foreign market. Some beliefs and values have to be understood for the performance and success in business in these foreign markets. Russia, France, and South America, have differing characteristics in terms of culture, beliefs, and values: this results in the need for an in-depth research and analysis of the cultural effects on the business, before entering the into international business. The differences in international operations determined by the culture in the United States compared to France, Russia, and South Africa is a great depiction of the impact of culture on foreign business. References Hofstede, G. & Minkov, M. (2010). Cultures and organizations: Software of the mind. New York: McGraw-Hill. Comfort, J., & Franklin, P. (2011). The mindful international manager: How to work effectively across cultures. London: Kogan Page. Bloch, S., & Whiteley, P. (2011). The global you: Ten strategies to operate as an international business player. Singapore: Marshall Cavendish. Read More