Problems And Strengthening Market Position -Myassignmenthelp.Com

Question: Discuss About The Problems And Strengthening Market Position? Answer: Introduction In the recent years, culture has become one of the most important factors that businesses need to consider while making their decisions to globalize[1]. Carious changes including technological changes, communication, religious believes, education levels among others have been changing, forcing businesses to change their marketing strategies in order to cope with the changes. Various changes that have been occurring in the society shows the global market has become homogenous. As a result of these, most companies constantly improve their marketing programs in order to meet the standards of consumers in their target markets. The improvement of these marketing programs and strategies makes many researchers and analysts to discuss the perceived implications of globalization and culture on international marketing[2]. This paper will seek to identify if with makes culture in international marketing something to matter, and the importance of culture in international marketing. Importance of culture in international marketing Culture comprises of various things which affect day to day lives of the consumer. This includes all aspects which impact what they consume, be it food, service or knowledge. International marketers have to consider this because it can lead to various consequences on the company[3]. For international markers to attain their goals, they must be excellent communicators, be able to understand consumer issues and try to comprehend the foreign expectations. Although most companies are trying to go global, the aspect of culture in marketing remains a subject to matter. The reason why this is occurring is because every country has consumers with different characteristics and different believes. This means to effectively conduct marketing in these countries, the marketers must first look at the strategies which align with the characteristics of target consumers. Values, attitudes and believes varies from one nation to the other. This means if one is to take products or services across the boarders, he has to ensure that he well understands the locals before entering the market[4]. This could including understanding their perception towards the goods and products which the company deals with, their religious beliefs, their perception towards foreign companies among others. Marketing is influenced by various factors including law and politics. The political ideology in which consumers are based will always influence the marketing decisions which a company decides to use[5]. For example, some countries like United Kingdom are largely market-driven democratic societies with laws and regulations based upon precedent and legislation, whereas others Iran have political and legal systems which are based on principles and teachings of Islam and sharia traditions. These means the strategies used to market a particular products in the two countries must vary for them to be effective. In different countries, people have different perceptions concerning different products and services. This means to market a particular product or service, one has to consider the kind of perception which the society have towards the product or service. Marketing a particular product where the society has a negative attitude towards the brand can be challenging and requires one to use best strategies. The role and influence of culture in the modern day society are evolving as different economies becomes interlinked. One of the major aim of marketing is to make the consumer see the importance of purchasing products from one company than the other[6]. For marketing managers to attain their goals, they must understand the culture of their consumers so that they can establish better ways of satisfying their needs and wants. Understanding culture is very fundamental when international marketers interact with foreign suppliers, competitors, distributors and government officials. Culture is based on various elements of a society like religion, history, education and language[7]. Understanding these factors is vital because it assists marketers to come up with unique strategies which can make consumers to build positive relationship with a particular product or service. In the recent times, business dealings are becoming so common on international perspective and the need to establish effective cross-cultural communication has become more fundamental for companies which want to expand their business to foreign countries[8]. Understanding a foreign culture is a long-term process of assimilation, integration and comprehension, and one of the key factors which determine the success business operations in foreign markets. When developing product various factors including the style and design should be made culturally acceptable in order to be operative and meaningful. Culture is influential in various marketing activities like pricing, promotions, packaging, selecting distribution channels, among others. The efforts of marketers are judged in a cultural context for either acceptance or resistance. As most companies continue to expand to other countries, cultural influences can be identified in areas of taste, appearance and preferences of marketing products. Failure to respect and interpret the appealing values of culture can lead to negative impressions and hence make the marketing professionals not to attain their desired outcome. This is one of the primary reasons which makes Nestle Corporation to continuously modify its products to suite culture, tastes and traditions of the locals. For international marketers to succeed, they must access various factors like cultural education level of a particular society because such factors have an influence on the marketing strategy and technique when it comes to areas of communication and advertisement. Because education levels vary from one society to the other or from country to the other, marketing managers should change their strategies when the company decides to globalize so that the marketing goal can be achieved. Culture not only has an influence on peoples behaviour, but also has an effect on the rationalization process of the behaviour. This means each culture is seen to impact the development of consumer perceptions[9]. This means international marketers must consider cultural differences when making their marketing decisions. The strategies must align with the perceptions which the consumers have concerning the product or service which the company wants to sell abroad. In international business management, the survival of a company depends on the kind of relationship which the company has with its consumers. Positive relationship cannot be embraced without understanding the customer needs, believes and what they expect from the company. This means for international marketers to succeed, they must understand what the consumer believes in terms of the nature of products or services which the company offers. With understanding cultural variations between countries, marketers assist their companies to avoid landing in pitfalls. For example, understanding the kind of believes which a particular society has on a particular product or service can assist the company to design it in a manner which can make the consumers to accept it. Lack of understanding cultural aspects has made marketers to fail in implementing their marketing strategies. Conclusion Based on this analysis, it is clear that culture is important in international marketing. To be an effective international marketer, one must understand the cultural differences that exist between markets. For marketers to succeed, they must align their strategies with several factors like what the society believe in, their level of education, lifestyle, and religion among others. Failing to consider these factors while marketing for a particular product or service can make a company to experience different problems. Culture also plays a significant role in determining several factors concerning marketing. Some of these factors comprise of pricing, packaging, target customers, market segmentation, selling, distribution channels, designing of products among others[10]. Marketers cannot make an organization to succeed in foreign countries if they fail to understand the needs and wants of the consumer and how they relate to their culture. If marketers consider including the importance of cultural diversity when coming up with marketing strategies, whether in identifying advertising ideas, deciding the target customer, segmentation and differentiation, they can realize great success. References Brady, Donald. 2015. Essentials of International Marketing. London: Routledge. Colon, Geoffrey. 2016. Disruptive Marketing: How Data Punks, Designers and Creative Hybrids Are Reshaping Brand psychology. New York: American Management Association; 2016. Daniela, Ionita. 2012. 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