Evaluating the Impact of Marketing on the Country - Assignment Example

Marketing Geerts dimensions of culture break down the structures among each society. Choose a category and break down how the marketing would need to change in each country. 

 Geert’s Dimensions of culture break down are significantly helpful in distinguishing societies while also evaluating the impact of marketing on each country. Following is the comparison between USA and France (United States in comparison with France): Power Distance: Inequality in societies leads to empowering individuals who can influence ideas and behaviors of others. Hence power distance is observed when less powerful people, organizations and institutions actually accept others as more powerful. As far as United States is concerned then power distance is approximately 40% whereas in France it is relative more intense i.e. 68%. It implies that marketing will be effective in France if it influences the more powerful institutions. Since there is huge power distance therefore majority of people who are under the category of followers will be convinced automatically. However, in case of USA marketers are required to develop strategies which are equally influential for the entire society irrespective of their status or social significance. Individualism: It actually relates to the concept of interdependence that every member of the society has i.e. whether they define the self image as ‘we’ or ‘I’. USA is fundamentally an individualistic society with 91% score where people take the responsibility of themselves and their immediate families only. France has 71% individualism which reveals that it has greater elements of collectivism as compared to USA although individualism is the dominant social approach. Hence marketers can easily approach American society through offering products which fulfill their personal needs however in France marketing can also include a perspective of unquestionable loyalty towards the extended family. Masculinity: Masculinity is based upon a value system which comprises of different elements including success, achievement, competition etc. This system is embedded in individuals from their school age and it continues to develop throughout their life. Here also America has greater score i.e. 62% and France has 43%. This indicates that Americans are usually more competitive than French and therefore they can be targeted through competitive marketing strategies and substitute products. Uncertainty Avoidance: It is a recognized fact that future can never be known and therefore French people avoid uncertainties up to 86% whereas Americans show more inclination towards taking risks with an overall 46% of uncertainty avoidance. Marketers can use this social dimension through using adventure and risk taking as the basic marketing strategy whereas in case of France they can attract customers through providing them social securities. Pragmatism: Every society has some challenges which are needed to be dealt through past experiences, priority setting and goals differentiation. Pragmatic approach allows a society to encourage modern education while getting prepared for future. This is actually the case in France which has 63% pragmatism. On the other hand Americans have only 26% because they view change based on new information with suspicion. Hence in France marketing can be done through effectively using new researches and information whereas in America it is more suitable to utilize pre-established social norms in order to gain acceptance in market. Indulgence: Socialization is one of the primary aspects of human nature. It actually allows people to control or expresses their impulses and desires. However, poor control over the desires is known as indulgence which is evident in case of America as it has 68% indulgence level whereas France has 48%. Impulse marketing utilizes the human desires in order to attract customers. This strategy is more applicable in American contest rather than in France. 2. Complete a Boston Matrix chart for Google and discuss whether or not you think they are straying too far from companys mission, or whether it is a reasonable brand extension.

 Google’s mission was initially to organize information that is available in any form or medium while making it useful and accessible globally. Following is the Boston Matrix Chart for Goggle: High Market Growth Question Marks Keep the newly acquired websites functional while improving their effectiveness. Star Invest in other projects for further business growth, for instance, Youtube. Dogs Eliminate the older versions of Google web browsing. Cash Cows Continue funding current operations including business ads and web search. Low Market Growth Google has restructured its mission statement through including iteration and innovation in to its business operations which has enabled the organization to improve significantly. Hence Google’s portfolio now includes AdSense and Adwords, driverless car, Android and Glass (Reeves). Based on the concept of innovation Google’s brand extension is actually correlated with its mission statement. Moreover, the organization’s initial aim to explore information is now transformed in to exploring cultures to develop new ideas. These are actually categorized as ‘question marks’ in Boston Matrix. The few selected ideas are then tested on a small group and subsequently launched to the customers (Reeves). 3. Complete a Segmentation/Targeting/Positioning Piece for NYIT - do one from domestic students and one for international students

 Domestic Students of NYIT (Cant): Segmentation: At the domestic level the segmentation of students is done through dividing the number of US students who would be interested in pursuing education in Information Technology. This process usually involves analyzing the common characteristics and needs of IT students. Targeting: The market segment of IT students which can be best served by NYIT is selected and then a marketing mix and market offering is prepared for prospective students, for instance, students who want to transfer their courses from other universities or the one who need better career guidance in IT. Positioning: Here, NYIT makes a specific position of its educational services related to IT in minds of students. This is helpful in competing with order institutions through offering specialized IT courses. International Students of NYIT (Cant): Segmentation: When it comes to international students then NYIT has to make segments considering the educational standards set by other countries and how far they are meeting the requirements of USA. Subsequently the affordability of students is checked because they would be required to travel abroad. Targeting: In most circumstances international students are targeted through scholarships and the global recognition of NYIT. The segment which meets maximum requirements of NYIT is offered different IT courses. Position: NYIT has to compete with other institutions in the global perspective therefore it positions itself in a way that students are more inclined to study in NYIT while gaining benefits of the university’s international image. 4. Break down McDonalds franchising models and give the pros/cons of going with them or starting your own business. Use the 4Ps in your description.

 In the past two decades McDonalds has remained as the market leader in fast-food industry. It has been frequently opening its franchises all over the world through providing extensive business opportunities and the operational packages to individuals. McDonalds franchising model is based upon certain challenges and responsibilities. In order to make the process easier the company actually allocates a franchise representative who helps individuals in setting up the business by following a comprehensive procedure. Initially the interested individuals are required to gain information about franchising available on McDonald’s website. Subsequently they meet the organization’s representative and review all the fundamental requirements including location, building, recruitment, licenses, community and state permit (Ingram). One of the fundamental advantages of opening McDonald’s franchise is cost saving particularly in terms of research and development, planning, advertising etc. This helps in implementing the pre-established marketing mix since products and pricing schedules are provided by the organization. The franchiser only needs to acquire place and execute the global marketing strategies of McDonalds. In contrast to this when people initiate their personal businesses then they have to invest significantly in developing product, pricing, marketing and establishing the physical store. However, in case of McDonald’s franchising model they actually get immensely benefitted by customers’ loyalty and the organization’s brand image (Ingram). Franchise organizations also give the advantages of minimum risk for business success as compared to those met by individual business owners. Franchising alternatives offer the training assistance, profound managerial methodologies, marketing assistance etc. But it also has certain disadvantages including the minimum involvement in designing the business plan, risk of being challenged in case of violating company’s rules and regulations and dangers of carrying the brand image of McDonalds (Ingram). 5. How has Starbucks managed to succeed in China when it is a tea-drinking society? Use specific details and presentation that we viewed in class.
 China is fundamentally a tea drinking society. People also use wine, beer, juice, beverages and carbonated drinks but Starbucks managed to succeed in the country with its instant coffee while gaining the 80% share of coffee market. One of the primary reasons of this success is increasing tourism in China and the changing lifestyle of people (Lopez). Chinese prefer sitting and socializing amongst each other and carrying out their routine businesses. This has actually initiated the coffee culture where drinking coffee has become more popular than the brand sales. Starbucks succeed in China firstly because coffee has become a fashion beverage originated in the western world. Moreover, the combination of coffee with music and relatively comfortable ambiance supported Starbucks tremendously (Lopez). Starbucks vision was to provide the best quality coffee without compromising the business principles. Furthermore, the company’s aim was to inspire people through instilling the human spirit in them. Therefore it marketed its coffee in China basically as one neighborhood, one cup and one person (Lopez). This mission was incorporated with business values and strategies including Starbuck’s partners, shareholders, goal achievement, operational plans, specialty sales, improvement in distribution channels and introduction of new products. These were subsequently supported by Starbuck’s employee training programs, compensation management, life insurance, personalized approach, medical allowances, discounts, product promotions, interactive marketing strategies, national day celebrations etc. (Lopez). Works Cited Cant, M C., J. W. Strydom, C. J. Jooste & P. J. du Plessis. Marketing Management. South Africa: Juta and Company Ltd, 2009. Ingram, David. Advantages & Disadvantages of a McDonalds Franchise. Houston Chronicle. 2014. Web. 21 Oct 2014. Lopez, Chris. Starbucks China 2012: Overview, Analysis & Recommendations. 2014. Web. 21 Oct 2014. Reeves, Martin., Sandy Moose & Thijs Venema. BCG Classics Revisited: The Growth Share Matrix. BCG Perspectives. 2014. Web. 21 Oct 2014. United States in comparison with France. The Hofstede Centre. 2014. Web. 21 Oct 2014. Read More