Cross Culture Marketing Essay Example | Topics and Well Written Essays - 2500 words

Cross Culture Marketing - Essay Example Cross- cultural marketing calls for markets to be conscious and sensitive to the differences in culture, and to respect the consumers' cultural rights in different cultures and in the marketing places. Marketers have to realize that consumer's deserve the right to their culture. Hofstede (2001) carried out studies in more than 100 countries and concluded that there are five basic value elements which are; individualism, uncertainty avoidance, masculinity/femininity, power distance and long term verses short term orientation that affects consumer's behavior. Thus, for the marketer to be conquerors in the cross-cultural marketing they have to create marketing mix which meets consumer's cultural values and norms. (Hofstede, 1991) This paper will deal with First Computers Inc. as a computer hardware and software company. The company manufactures, supports, develops and sells a wide variety of products and services including; PCs, data storage devices, network switches, software, computer peripherals etc. The paper will investigate the current business strategies used by the company to conquer cross- cultural business in two countries which are China and Germany examine cultural aspects in this two countries and analyze the ways the company is using to be succeed in its business. Due to modernization and advancement in technology, most businesses are beginning to explore international markets for better profits and opportunities. Cullen & Boteeah (2005) notes that, in the recent past trading has become increasingly global in some way because of the need to gather and increase the company's financial bases. Advancement in technology including communication efficiency and better international relations has contributed to the promotion of the international trade. Competition has however become a great challenge to the success of international trade but most companies are rising to the challenge, to achieve greater investments and better market opportunities in the international market. Other rationale reasons for venturing in global market for the company are; The computer hardware manufacturing industry has become one of the industries that have grown tremendously over a very short period of time. Thus it is possible to have the products from this company sell quite easily in oversees market. As Cullen & Boteeah (2005) observers computers have become a major attraction for an improved social life and also in the communication and technology arena. Computers have also become one of the most sorts after kinds of machines among the world population and any other sector in the world today. Coupled with the fact that the Chinese and Germany population are one of the largest and most sophisticated in the world, it is possible to achieve a very huge market share for this company compared to other countries with somewhat lower population. A description of the product/service; This company offers a wide variety of products including the manufacture, assembly, and maintenance of computers and other computer devices. The company has risen from being a retailer of used computers to become one of the improved companies in the sector. The company has been for the past two years getting recognition and that it believes it has met the needs for the domestic market and now it needs to explore the international market to China and Germany. The distinctive cultural difference(s) of the China and Germany