Introduction

What is cultural? Cultural cultures are more than language, dress, and food customs.
Cultural groups may share race, ethnicity, or nationality, but they also arise from cleavages of
generation, socioeconomic class, sexual orientation, ability and disability, political and
religious affiliation, language, and gender. Culture is always a factor in conflict, whether it
plays a central role or influences it subtly and gently.

Cultural globalisation refers to the rapid movement of ideas, attitudes, meanings, values
and cultural products across national borders. It refers specifically to idea that there is now a
global and common mono-culture – transmitted and reinforced by the internet, popular
entertainment transnational marketing of particular brands and international tourism – that
transcends local cultural traditions and lifestyles, and that shapes the perceptions, aspirations,
tastes and everyday activities of people wherever they may live in the world’

Cultural awareness should be applied in every aspect of marketing: in selling, label-

printing, advertising and promotion of products. It covers language, the lifestyle and
the behavioural patterns of the people in the country of interest. Of course the company should
print in the local language, but that’s not where the language barrier ends.
How the Problem Caused by the Cultural issues were handle

Apple Company

The complaints against Apple coincided with pressure from the Obama administration
on China to address computer hacking attacks on American companies, the Times reports.
Some speculated that the complaints were a calculated campaign by the Chinese governments
to boost Apple’s Chinese competitors. Apple products are immensely popular in China; the
company earned $20 billion in revenues in China in the same year.

Apple initially failed to respond to the accusations against its warranty policies. Then,
in an open letter released in Chinese, Cook admitted that his company’s lack
of communication had led to the perception that “Apple is arrogant and doesn’t care or value
consumers’ feedback.” The letter continued, “We sincerely apologize for any concern or
misunderstanding this has brought to the customers.”

Speaking to the Times, Santa Clara law professor Anna Han called the public apology
a “very Chinese thing to do” and predicted that Apple’s apology and promises to do better
would “take the wind out of the [Chinese] government’s sails.”

In a 2009 negotiation research article, Professor Elizabeth A. Nowicki of Tulane

University Law School suggested that, contrary to the conventional wisdom that your
opponents in a dispute will use your apology against you, sincere, well-timed apology can
actually be the key to keeping you out of court.

Nowicki found in a review of research on legal disputes that apologies can improve the
odds of settlement, reduce costs, save time, and decrease the fallout from damaged reputations
and relationships. We described Nowicki’s research in detail in the article “Why Your Lawyer
Could Be Wrong About Apologies” in the June 2010 issue of the Negotiation newsletter.

When dealing with a difficult counterpart, it helps to take a conciliatory approach to the
bargaining table. While apologies necessarily involve moments of vulnerability, they can also
open doors to value creation and strengthen the relationship you have with your bargaining
counterpart. Let’s look back at Apple’s apology in China for its maligned warranty policies as
it provides an excellent example of how to overcome cultural barriers in communication. In
April 2013, Apple CEO Timothy D. Cook made the unusual move of apologizing to Chinese
customers for his company’s warranty policy and promised to make amends, The New York
Times reports.
 On International Consumers’ Day in China the nation’s largest state-run television
network criticized Apple for giving iPhone customers in China a one-year warranty, less than
the two years required under Chinese law, and for charging consumers about $90 to replace
faulty back covers on iPhones.

Other state media outlets joined in the Apple bashing, and the public outcry grew.
China’s Industry and Commerce agency called for “strengthened supervision” of Apple’s
activities in China. Chinese celebrities seemed to engage in a coordinated effort to pan the
American company.
Walmart Company

Problems that they faced

Wal-Mart and Japan have different habits. Wal-Mart cannot deliver the same layout of stores
throughout the world. Wal-Mart failed in the Japanese Market first time because it has treated
the japan market the same as everywhere else. Walmart needs to learn new ways of doing
business overseas. If they consider the Japanese, they can see clearly that the living space is
much smaller than average American house, therefore high-bulk model will not relate to them.

Walmart must understand their behaviour first in order to respect the local culture of Japan.
“Companies must require the knowledge of the local cultural and way of doing things”. One
of the issues Walmart faced was language barriers in Japan. Walmart didn’t apply company’s
policy "Companies must require the knowledge of the local culture and the way of doing
things." Walmart did this same mistakes in Germany and relying much on American
executives. Wal-Mart did not consider the taste of Japanese people.

Solution

Wal-Mart localize and do things the Japanese way by encouraging local branch decision
making, building local supplier contracts and using local promotion schemes on the other hand
Wal-Mart was more focus on doing things the American Way. In order to have successful entry
Wal-Mart needed to collect correct and accurate information. Managers in Wal-Mart should
undertake”.

An intercultural training course such as Managing International Teams or Managing

International Mergers and Acquisitions will give international managers involved in a merger
or acquisition the insights they need to develop an effective working culture that plays to the
strengths of their multicultural teams and maximises the cultural benefits of their company's
acquisition." Ideally the international managers in Wal-Mart should be bi-multilingual.
Walmart have collected the correct and accurate information about Japanese people and on
how they will be give important either quality or quantity. Walmart has arranged some
international course such as Managing International Teams or Managing International Mergers
and Acquisitions for Walmart Managers to understand other country’s culture,
Successful business in globally marketing

• Red Bull - Red Bull's packaging also plays a part in its global appeal. It doesn't look
like a traditional American soft drink.

• Airbnb – A successful marketplace for people to list and book accommodations around
the world

• Nike - Nike is able to deliver customized products that align with different cultural
preferences and styles.

• Coco-Cola - Coca-Cola focuses on small community programs and invests a lot of time
and money in small-scale charity efforts.

Failure Business in Globally Marketing

• HD-DVD (2006) – for Bluray, for Sony’s Playstation 3

• Google Lively (2008)

• JooJoo (2009) – Tablet computer

• QWIKSTER (2011) – Dvd for movies (Netflix)

• Facebook Home (2013) - run through a lot of data and battery.
Conclusion

In order to solve the problem with culture we must learn to adapt. The company needs strategy
development to in order to overcome the hurdles caused by cultural differences. We can clearly
see that every country and region have their own culture, therefore global companies must have
a good understanding. Culture is clearly the way of live for people it is only natural that
companies leave their ethnocentric culture which the basically see own their culture rather than
the Polycentric culture. This creates conflict as we seen in both corporate cultures as well as
national culture. In order to over such problem global companies need to acknowledge the
diverse culture around them. No more assumption and judgment because people learn culture
through what they are taught. It is only natural for global companies to put in effect strategies
allowing them to adapt to the cultural changes. If we take the company Coca Cola strategy
which change the sweetest of their soda to meet the consumers taste buds in different countries.
They did not neglect the needs of the local people; therefore have full respect of their culture
and history. We have seen how cultural theories like Hofstede can allow global companies to
take into consideration the cultural cluster that effect society but the problem with this theory
is more based on how the organisation can improve culture difference inside the global
company rather than environment outside the organisation. Even though there are cultural
differences inside the company you can still relate this to natural culture.
References

https://blog.hubspot.com/marketing/global-marketing-and-international-business

http://www.businessinsider.com/biggest-product-flops-in-history-2016-12/?IR=T

https://www.ukessays.com/essays/management/culture-and-globalisation-at-wal-mart-
management-essay.php

https://www.foodbev.com/news/considering-cultural-differences-when-ma/

https://www.beyondintractability.org/essay/culture_conflict