Cross-Cultural Marketing Strategies in The Context of Globalization

Cross-cultural
Marketing Strategies
in the Context of
Globalization
ALI HASSOON HASHIM ( 艾迪）

XIDIAN UNIVERSITY
BUSINESS ADMINISTRATION
Prof. DU RONG ( 杜荣教授 )
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Title 01
Introduction 02
Research Objective 03
Literature Review, i,ii,iii 04
Case Study, i,ii 05
Methodology, i,ii 06 Thesis Presentation

Findings and Results, i,ii 07
Outline
Conclusion 08
Recommendations and Implications 09
Introduction
Background Why it is important Research Questions

Globalization is a significant component Companies have to have a deep What motivates the company to enter the
of the survival and growth of a company, understanding of cross-culture marketing. global market?
for companies to join the foreign market. And flexible changes in the advertisement How the culture affect the marketing
when it comes to automobile marketing. strategies of automobile industry?
How the auto companies handle the
culture challenges ? and how the society
play a role in auto marketing?
Research Objectives
Objective #1
To explore the objectives, features of international
marketing
Objective #2
Analyze cultural factors that define business strategy
Objective #3
Analyzing how automotive companies overcome cultural
differences
Objective #4
Analyze the impact of culture on advertising cars in
different countries
Literature Review I
● Cross-cultural Marketing Strategies
Since national (domestic) marketing arose and developed before

international marketing, the strategies, principles, and methods used in it are
also characteristic of international marketing. At the same time, when
entering the international market, a company can no longer limit itself to
using only marketing tools it has previously mastered,
● Tight and Loose Cultures
Tight and loose cultures and the difference between them and the
way countries react differently to a particular situation and how they
affect the buyer's Choice.
Literature Review II
● Entry into Foreign Markets
the importance of entering a foreign market and the essential

guides and researches to follow up while entering the international
market, Also how the modern science allows a variety of
methodological approach to the integrated assignment and selection
of the foreign markets.
● Motives to enter the foreign markets
the main reasons and motives for the foreign companies to enter
the foreign markets and expand their business
Literature Review III
● Forms of Penetration into the International Market
One of the important decisions for the company is to choose a

method to enter a foreign market and there are various methods to
consider.
● Marketing Strategies
Marketing strategies are being developed to enter the market,

increasing sales, and dividing the market in order to increase long-
term profits. Before entering the market with a specific marketing
strategy, the company must clearly understand what positions the
competitors occupy in the market, their capabilities, and also choose
the directions of marketing activity by which it will deal with
competitors.
Case Study: Automotive Companies Marketing Strategies I
● Cultural Role on Auto industry
The way culture influences auto industry products, and more and
more researchers have paid more attention to a culture different in
marketing strategies to show different ways to sell products in
different countries, depending on the particular country culture. And
for the automobile industry to understand the difference between
cultures and the difference between Western and Eastern culture
and when it come to choosing a car.
Case Study: Automotive Companies Marketing Strategies II
● Cultural Influence on Cars Advertisement
Marketing communication is a process of influencing the behavior

of others by sharing ideas, information, or feelings. In this
communication process, there will source or sender and receiver An
effective communication is only possible when the sender and
receiver share the same way of translation and interpretation of the
message. Advertisements not only communicate about products
and services but also tell people what products mean to the way
people live, also different automobile ads to review the cultural
differences.
Methodology I
Type of Study The Reason Sampling
Qualitative approach Qualitative research has The sample size for this
its roots in social science research is 10. The age
has been used in this
and is more concerned limit of samples is
research
with understanding why between 25 to 28 years
people behave as they old. Examples are mostly
do: their knowledge, students, but service
attitudes, beliefs, fears, holders are also included
etc. in the sample.
Methodology II
75%
20%
5%
Individuals Businesses Students
Findings and Results I
1. Result #1
While analyzing the data collected from interviewees,
everyone agreed with the influence of cultural factors in
product design and defining business and marketing
Strategies.
2. Result #2
Culture has influence on automobile industry. People’s
taste and choice varies in different countries which are
directly or indirectly shaped by culture
3. Result #3
By analyzing the primary and secondary data it is clear
that automobile industry face some challenges as:
environmental, human health, public culture.
Findings and Results II
1. Result #4
Companies Launch the same car in different designs on
different continents because culture, social norms, and
other issues are different. Even driving rules and
regulations are also different, and the companies need to
change according to that continents preference
2. Result #5
By analyzing the data, it’s clear that brand image has a
significant impact on the automobile purchase decision.
In marketing term car considered as high involvement
product
Conclusion
This research tried to find out the cultural elements that matter for businesses, and
automobile companies need to consider all those elements before making marketing
strategies for a new country; furthermore, companies need to study consumer behavior,
buying pattern and their taste before entering into a new market; also Automobile
companies are overcoming cultural challenges by understanding the culture and cross-
cultural marketing strategies.
Recommendations and Implications
Market research provides Automobile companies are

information to understand recommended to use traditional
#1 #2
country’s culture and economic and non-traditional marketing
condition strategies
Automobile companies are Most automobile companies use

recommended to give emphasis on
standardization strategy but to
innovation. More investment on R&D is
#3 #4 overcome cultural barriers
required to adjust with technological
advancement and rapid changes of companies need to follow
customer taste and preferences. adaptation strategy.
QUESTIONS
THANK YOU !
Cross-cultural Marketing Strategies in the
Context of Globalization
ALI HASSOON HASHIM ( 艾迪）
XIDIAN UNIVERSITY
BUSINESS ADMINISTRATION
Prof. DU RONG ( 杜荣教授 )

Cross-Cultural Marketing Strategies in The Context of Globalization

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Cross-cultural

ALI HASSOON HASHIM ( 艾迪）

Literature Review, i,ii,iii 04

Case Study, i,ii 05

Methodology, i,ii 06 Thesis Presentation

Recommendations and Implications 09

Background Why it is important Research Questions

Since national (domestic) marketing arose and developed before

● Tight and Loose Cultures

the importance of entering a foreign market and the essential

● Motives to enter the foreign markets

One of the important decisions for the company is to choose a

Marketing strategies are being developed to enter the market,

Marketing communication is a process of influencing the behavior

Type of Study The Reason Sampling

Individuals Businesses Students

Market research provides Automobile companies are

Automobile companies are Most automobile companies use

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