Marketing across Cultures

Table of Contents
Introduction................................................................................................................................3

Cultural and Environmental analysis models.............................................................................3

SWOT ANALYSIS................................................................................................................4

PESTLE ANALYSIS.............................................................................................................4

Global Marketing Strategies......................................................................................................6

Plans to implement global marketing strategies.....................................................................6

Secondary global marketing data...............................................................................................8

Critique different global marketing strategies..........................................................................10

Pros of global marketing strategies......................................................................................10

Cons of global marketing strategies.....................................................................................11

Global marketing plans across cultures....................................................................................11

Conclusion................................................................................................................................12

References................................................................................................................................14
Introduction
SME refers to small and medium enterprises that are representing a total of 99% of all
the businesses in the European Union. Medium enterprises comprise of employees less than
250, turnover less than or equal to 50 million euros. There are small enterprises that have
employed less than 50 and turnover less than or equal to 10,000,000 euros On the other hand
micro-businesses are the businesses that have employees less than 10 in number and a
turnover equal to or less than €2 million. In this way, various enterprises throughout
European Union are categorized into small, medium, micro organizations. Several factors are
to be specified by SMEs when they go for global marketing of their organization.
Organizations must focus upon the culture of the country or nation they are venturing into
(Mothersbaugh, Hawkin and Kleiser, 2019). The following report is based upon ZPN energy
which is one of the fastest-growing energy technology in Britain. The headquarter of the
company is situated in Coventry United Kingdom where the designs, development,
production, the infrastructure of technologies are helping the organization to win the fight
they have against climate change. The organization is successfully contributing towards a
zero-carbon society as they are using sustainable solutions and also promoting clean air and
healthy lives for culture. The report discusses different environmental analysis models
specifically cultural analysis which will be required by the organization for global marketing.
Different global marketing strategy and a plan to implement the strategies is also provided.
Along with this various critique for different strategies of global marketing and advice for the
development of a plan across different cultures is also provided.

Cultural and Environmental analysis models

The rapid change within competition and the complexity of markets which is
increasing day by day is making it more challenging for the organizations to stay in the
market and be competitive. Along with this, it becomes more important for the organizations
to make their decisions according to the cultural analysis they are conducting upon places
where they want to serve their business. It has now become necessary for organizations to
gain cultural insights and make sure that they understand the root cause of different problems
that will help in making their performance stronger in the global market (Musarra and Kadile,
2018). Awareness of different cultures will successfully help organizations to reduce cultural
barriers and bring a change in their global marketing strategies. The cultural analysis also
helps an organization to support its digital evolution throughout different areas of the world.
Below mentioned are some of the environmental and cultural analysis models that will help
ZPN technology to successfully analyze their market.

SWOT ANALYSIS
A SWOT analysis consists of four major factors that include strengths, weaknesses,
threats, and opportunities for an organization. This helps a business to understand its internal
capability to successfully run a business. Below mentioned is a SWOT analysis conducted
upon ZPN technology:
Factors Description
Strengths ZPN energy is the fastest-growing company that has
developed technology for standardized electric charging
infrastructure. The open charge point protocol which is a
contactless charge point for all-electric vehicles is one of
the milestones for the company.
Weakness The organization lacks in capital and profit margin. Due to
this, it might be difficult for ZPN energy to invest in foreign
markets to attract consumers and businesses towards their
services (Dovchin, 2018).
Opportunities There are several new opportunities for a company where
they can introduce their smart technology for commercial
and domestic property. They can also utilize Cheap Green
energy tariffs to store energy up to optimum levels.
Threats When entering the global market there is a lot of
competition present for ZPN energy. Due to this
organizations might find it difficult to find stability in the
foreign market.

PESTLE ANALYSIS
PESTLE analysis is conducted by an organization to understand the external
environment of an organization. It helps to determine all ten factors affecting operations and
profits of a business upon which the management has no control. These are considered to be
the external factors for a business. Below mentioned are various external factors and their
effects upon ZPN Technology.
Factors Description
Political factors ZPN technology must focus upon various aspects such as the
political parties are the ruling parties in the areas they are
looking to run their business. Following the rules and
regulations of the parties will help ZPN to successfully run
its business in foreign lands
Social factors Social factors refer to the changing needs and demands of
consumers in different areas of the world. More people are
now indulged in green energy and low carbon emissions
throughout the atmosphere is a benefit for ZPN technology.
The organization can successfully run its business and attract
customers through its green energy.
Economic factors Several different economic factors are to be understood by
ZPN while they enter foreign markets. The foreign exchange
rate, interest rate, gross domestic product are various other
factors that are economically linked to an organization and
might affect its operations in the foreign market.
Technological factors Technology is one of the major factors that ZPN needs to
focus on. Working in the energy field is necessary for ZPN
to focus on technology as they can evolve continuously
while entering into foreign markets and different cultures
(Menard, Warkentin and Lowry, 2018). They also need to
focus upon the cultural ability of different nations to adapt to
new technologies and attract consumers.
Legal factors There are several legal factors such as rules, regulations,
Constitution in different nations which apply to the
organization. ZPN must follow all these rules and
regulations to avoid any legal contemplation against the
organization.
Environmental factors Several environmental factors are to be focused upon by
organizations these days. To grow sustainably organization
needs to focus on creating energy that might not harm
resources present in the environment. ZPN is successfully
working upon using green energy without affecting the
environment which will prove to be a benefit for the
organization.
Global Marketing Strategies
Global marketing is a process through which various organizations are adjusting their
marketing strategies to adapt to the conditions of different nations. In global marketing,
organizations are selling their services and products globally. This is a process that includes
planning, creating, promoting, positioning different products and services within the global
market. An organization must have offices in different countries through which they can
operate in different regions.
The major focus of ZPN energy while looking for their global strategy is to
understand the cultural differences in different countries. When the organization is branding
across various nations they are continuously researching different cultures in different
countries. The language of different countries is majorly focused upon by the organization
while they are entering into foreign markets (Yu and et. al., 2019). Along with this they also
focus upon the needs of the consumers specifically in foreign markets.
Another strategy that ZPN energy is successfully using is to understand the local
market through partnering up with local partners. The organization is successfully
distributing its results with local partners and understanding the consumers with the help of
local companies. To do so joint venture is one of the strategies that is used by ZPN energy.
The organization is successfully attaining market supremacy at a rapid pace through joining
its hands with a local partner.
It is also necessary for ZPN energy to focus on the production, marketing, and
logistics of the organization. They need to make sure that they are attaining economies of
scale while the parent company in European Union is guiding the subsidiaries in different
countries. With the help of joint ventures, they are forming in different countries they can
understand the need of local consumers and also designed their products and market them for
local markets.The organization is also successfully launching different global campaigns
through which they can understand the g12lobal market.

Plans to implement global marketing strategies

There is some use in which organizations need to implement the global marketing
strategy they have developed for the expansion of the organization.There are certain steps
through which ZPN energy can implement its global marketing strategy which is mentioned
below:
 The organization must understand consumer behavior throughout different worlds or
different nations. The organization is required to market its products and services
according to the need of the people in different countries. It is required by them to
understand the perception of consumers while selling their products and services.
 The organization requires to alter its products and services according to the need of the
market. Localizing the products and services is the best way through which ZPN energy
can sell in different markets offering local demand with required supply (Rees, Rosenman
and Cameron, 2019).
 Setting up prices for the organization's services is one of the major focuses that will
change the global marketing environment. The organization needs to choose between a
premium or economic pricing strategy. Premium pricing strategy can be used for B2B
business by ZPN energy whereas economic pricing can be used for B2C consumers. In
this way, an organization can successfully fulfill the need of all the consumers and also
provide them economic-friendly services. Consistency of the prizes for the organization
will help them to apply their global strategy within different countries and attain profits.
 The next step in implementing a global strategy is the promotion of the services and
products for the organization. ZPN energy must be successfully focusing upon various
ways through which they can promote their products to consumers in the local market
abroad. The cultural aspect plays an important role when organizations promote their
services in global marketing.
 The place is another major aspect where the organization needs to determine the place
where they will be advertising their products and services. An organization must focus on
the cultural dependencies of the people in certain areas to find their sales Avenue. In this
way, an organization can place its products and services in a place where it can
successfully reach out to maximum customers.
 It is required by ZPN energy to position its services critically while entering into a new
market (Ceylan, 2020). The price, advertisement, cultural dependencies of people in a
new market are helping the organization to position their products and services in a new
market.
Secondary global marketing data

Global marketing throughout the world is one of the most dynamic markets which is
now using intelligence platforms to enhance their reach within the market. There are several
databases used such as global market data based which is one of the most dynamic platforms
which helps stakeholders for analysis of different businesses. Many different market tools are
also used by businesses to research different markets and organizations in which they want to
use their inputs. Along with this different global marketing, databases are also providing
market dynamics to the users. The users can now understand the overall outlook of the
markets with the help of databases. They can also access to forecast as well as previous
performance of different industries in different areas. Along with this, there are more than
600 individual markets and various business units which are allowing investors to understand
the future of the global market. Some of the major industries which can be considered to be
invested in the future are automotive and transportation industry, energy and power industry,
semiconductors, logistic, agriculture, food and beverages, healthcare, chemicals, packaging
and so on. These are some of the major industries in which people can now invest to earn
good returns in the future.
 Along with this various data are also providing information about how new platforms
are used in global marketing strategies. The data clearly shows how the use of Pinterest and
Instagram have doubled since 2012. There are several social media platform which is now
growing in the global market as well (Roach, 2017). Organizations must make use of all this
to make sure that they are successfully promoting their products and services in the digital
market. Along with this Statista is one of the other marketing data providers that are offering
data to several different companies. Various other organizations are now working as data
providers and helping different companies to use global marketing data for their benefits.
Various industries and countries in which growth is possible in the future can be learned by
the organization and they can invest in such ventures. Global marketing is a great way for
organizations to expand and also fulfill the requirement of different consumers throughout the
world which will also bring them benefits in the end.
 x

Critique different global marketing strategies

Pros of global marketing strategies

 There are several benefits for an organization using global marketing strategies such as
they can easily beat their competitors and also provide them high competition. When an
organization is using a global marketing strategy it becomes easy for them to deal with
the local competition.
 One of the great ways for making a small brand globally recognizable is to use a global
marketing strategy. When an organization is using a global marketing approach they can
enhance their customer range and also reach out to several customers at a time.
 It is a great way for organizations to build global relationships with foreign investors
(Крапивина, 2017). It becomes easy for the organization to successfully reach out to
investors in foreign when they are using global marketing strategies. Through the use of
global marketing strategies often various organizations also form a joint venture or
partnership with companies abroad. It also helps them in building a good relationship in
the foreign market.
 To approach a broader target market global marketing strategy is one of the best ways.
The organization can reach anywhere in the world and also understand the nature of the
buyers in the place. It will help the organization to attain economies of scale through the
help of which they can also enhance their profits and achieve all their objectives.
Cons of global marketing strategies
 It is often a good way to think big but it is also necessary for organizations to translate
their products and services for the global market. It becomes difficult for organizations
to understand the meaning of global and due to this they often enter into the market
which is not fit for them. It is, therefore, necessary for organizations to clearly
understand the meaning of the word global in global marketing strategy and only choose
some of the countries where the products and services they want to sell are required.
 It is also required by organizations to focus upon various cultural aspects. Along with
this the economic and governmental barriers that are put up on different products and
services in different countries often affect the organization (Yang and Xu, 2017).
Therefore before entering into the global market proper market research is required by
organizations to face the challenges.
 The financial risk that the organization face in global marketing strategy is very high.
There is no guarantee for the return on the investment that is made by the organization
therefore a strategic use of all the energy, time, research, and allocation of resources is
required by the organization so that they can effectively use their assets.
 It is often seen that different countries have different rules and regulations. Therefore
organizations using a global marketing strategy required to focus upon more than one
country and also needs to learn about all the rules and regulations. This is a difficult task
in global marketing strategy due to which several organizations are feeling to meet the
requirement of consumers or the requirement which are legal in different countries.
 Sometimes organizations are required to change their offerings of products and also use
different products and services according to the nature of the consumers (White, 2019).
Due to this, the essence of the organization or the main product or service is lost.
Therefore too many modifications in the product or service of the organization may lead
to change in authentic products for the organization.

Global marketing plans across cultures

Due to globalization organizations are now associated with various businesses across
borders. The businesses must understand the opportunities available to them and also face
different cultures while they are running their businesses (Salehan, Kim and Lee, 2018). It is
now important for organizations to expand their geographical areas and also focus upon
different cultural groups, their preferences, desires, and taste. Understanding the culture is
required by the organization to enhance and improve their global recognition. Using different
marketing strategies to consider the cultural influences upon their products and services will
allow the organization to successfully prevail and influence different cultures (Ying-Yen,
2019). It is required by organizations to invade into new cultures and also understand the
inside, beliefs, social values, ethics which are incorporated by the culture and can be used in
marketing strategies.
There are different norms values and thoughts of a culture that are inevitable. It is
required by the organization to give importance to the culture and respect it. The organization
can flourish along with paying importance to different believes of the culture. It is often seen
that cultural diversity is always benefiting organizations (Cvetkovich, 2018). The
organization while entering into foreign markets needs to be ethnic and also prove the
national identities of the country in which they are working. The legacy, values, and cultural
norms are often different. Using the employees of the same region which will help the
organization to understand the social-economic diversity is a great way for organizations to
follow. The company can now use a diverse workforce which will help them to deal with the
local consumers successfully.
It is also required by the organization to create clear preferences, communication and
understand the needs of the consumer to fulfill them. The cultural bridging between
boundaries can help the organization to serve local consumers (Sharp, 2017). The specific
demographic cultures of the country can be focused upon by the organization and the
organization can cater to the need of people with the products and services they are
providing. Societies must be paid more important to while making marketing strategies that
will help the organization to take correct decisions in favor of the cultural aspect.

Conclusion
With the help of the following report, it can be clearly understood that organizations
must focus upon some factors especially the cultural factors while day enters into a foreign
market. There are several global marketing strategies available to an organization. There are
several different types of global strategies which can be used by ZPN energy to expand their
business and enter into foreign markets. Along with this, the organization is also required to
focus upon the steps which can be used by them to implement the global strategies. All these
are concluded in the report and different secondary global marketing data also present. The
organization needs to conduct an environmental and cultural analysis of the country they
want to enter into. To do so the organization is required to conduct market analysis for the
country. The different global marketing strategies can also be critiqued and all the positive
and negative aspects of using the strategies will help the organization in choosing the best
suitable strategy for them. In this way, the organization will focus upon the cultural diversity
of the country they are venturing into. Understanding the cultural beliefs and values of people
will help the organization to clearly describe its strategy and enter into foreign markets.
Companies must focus upon culture while designing their products, pricing, promotional, and
place strategy through which they will be operating their business in foreign lands. In this
way, the organization can focus upon cultural aspects and all the environmental aspects while
they enter into a foreign market.
References
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