You are going to export your business products/services in:

- Canada

- France

- Singapore

- Or maybe any other country you pick

Design your Marketing Mix based on the Steeple analysis and Hoftede’s dimensions

The marketing mix is a collection of methods that companies employ to advertise their goods or
services to the demographic that they have defined as their ideal customer. Product, pricing, location,
and promotion are the several tools that fall under this category. But, in order to develop a successful
marketing mix, it is essential to take into account the many external elements that have the potential to
have an influence on the company. In this particular instance, we will make use of the STEEPLE
analysis to identify these external elements, and Hofstede's dimensions to gain an understanding of the
cultural variations that may have an effect on the marketing mix.

STEEPLE Analysis:

S stands for social: in today's culture, there is a growing emphasis on social responsibility as well as
the preservation of the natural environment. Customers are more inclined to place their faith in and
loyalty to businesses that are seen as having a positive impact on the communities in which they
operate.

T - Technological: Because of the rapid pace of technological advancement, it is essential for

organizations to remain current with the most recent industry trends. When it comes to marketing, the
application of technology may assist companies in reaching a larger audience and interacting with
their consumers in novel ways.

E stands for economic: the status of the economy may have a considerable influence on the amount of
money spent by consumers. Consumers may be more careful with their spending during times of
economic uncertainty, and they may hunt for alternatives that are less expensive.

Environmental issues are becoming an increasingly critical issue for consumers, and in order for
businesses to satisfy the expectations of their customers, they need to take actions to decrease the
negative impact that they have on the environment.
P - Political: Political issues, such as shifts in the policy or rules of the government, have the potential
to have an effect on enterprises. It is important for businesses to remain current on these developments
in order to maintain compliance and reduce risk.

Companies have a responsibility to ensure that they are in compliance with all applicable legal
obligations, including those pertaining to labor laws, data protection rules, and consumer protection
legislation.

E - Ethical: A company's reputation and brand image can be affected by ethical issues such as fair
labor standards, anti-corruption measures, and transparency.

Hofstede's Dimensions:

According to Hofstede's theory of cultural dimensions, there are six factors that might influence the
way individuals from various cultures communicate with one another. The following are the
dimensions:

The degree to which power is unequally dispersed within a community is referred to as "power
distance."

The degree to which members of a society are required to look out for themselves as opposed to the
needs of the collective as a whole is referred to as individualism against collectivism.

The extent to which a culture favors traditionally masculine or feminine characteristics is referred to
as masculinity and femininity, respectively.

The degree to which a culture shies away from ambiguity and uncertainty is referred to as uncertainty
avoidance.

Long-term Orientation vs. Short-term Orientation refers to the extent to which a culture places more
importance on long-term aims as opposed to short-term goals.

The degree to which a society permits the fulfilment of fundamental human urges is referred to as
indulgence, whereas restraint is the opposite of indulgence.

Using STEEPLE and Hofstede's Dimensions as a Foundation for the Marketing Mix:
Product: In order to appeal to clients who are concerned about both the environment and social
concerns, the product in question ought to be socially responsible and ecologically conscientious. The
design of the product should also take into account the cultural preferences of the market that it is
intended for, taking into account the aspects of masculinity and femininity as well as the indulgence
and restraint scales developed by Hofstede.

Price: The pricing should be competitive while yet being reasonable, taking into consideration the
economic climate of the market that is being targeted. The pricing method should also be modified to
the cultural characteristics of power distance and uncertainty avoidance, as there are certain cultures
that favour hierarchical systems and are risk-averse.

Position: The product should be delivered through channels that are easily reachable and convenient
for the demographic that is being targeted. The distribution method should also take into consideration
the cultural characteristics of individualism vs collectivism, in which some cultures favor
group-oriented tactics while others prefer individualistic ways to problem solving.

Promotion: The promotion plan should make use of the most recent marketing technology and should
be suited to the technical preferences of the target market. The method for promotion should also be
modified to the cultural features of long-term orientation against short-term orientation. While certain
cultures value long-term connections more than short-term benefits, other cultures place a higher
value on the former.

People: The individuals who are going to be responsible for marketing and selling the product need to
be culturally aware and able to adjust to diverse sets of norms and values from other cultures. When
working with cultures that have a large power gap and prioritize respect for authority, this is an
especially crucial point to keep in mind. In order to protect the brand of the firm and keep it from
being tarnished, the marketing staff should also get training in ethical issues, such as fair labor
standards and rules against corruption.

Process: The method of delivering the product or service should be as effective and streamlined as
possible, taking into consideration the cultural elements of uncertainty avoidance. For example,
certain cultures are more risk-averse and prefer clear protocols and rules.

Physical Evidence The product or service's physical evidence should be adapted to the cultural
dimensions of masculinity versus femininity and indulgence versus restraint. For example, some
cultures prefer designs that are bold and flashy, while other cultures prefer designs that are more
subtle and conservative.
Thus, the marketing mix has to be modified to accommodate both the exterior aspects uncovered by
the STEEPLE study and the cultural dimensions uncovered by Hofstede's dimensions. This will
guarantee that the product or service is suited to the requirements and preferences of the target market,
which will result in enhanced customer satisfaction and loyalty to the brand as a whole.

Marketing Mix:

Product:
● Good quality stickers
● Creative
● Unique
● Resistent
● Colorful
● Attractive
Price:
● $50-100
● Packs of 5 to 10 stickers.
Place:
● Sold at Greenville International School
● Ordered online through a webpage.
Promotion:
● Instagram Page
● Posters
● Webpage