Posted: March 18th, 2022

MARKETING ACROSS CULTURE ANALYSIS

MARKETING ACROSS CULTURE ANALYSIS

Part 1: Cross-Culture Analysis
According to De Mooij (2015, p.644), culture is defined as the social norms and behaviors among people living in a certain society. It also explains the unique ideas and customs of people within a society that is important in shaping the civilization. The organizations are always keen on examining new chances and opportunities. However, an organization should make important consideration on the cultural impacts on their ability to become successful in such markets. Such decisions will be based on assessing the cultural values and symbols in the society. In Lebanon, the cultural influence might be positive and reliable for the growth of the market of Mycroft. It is because the Lebanese people are adopting technology and they realizing innovation and technology is part of their life.
Cultural Framework as Concept
The Terpstra and Sarathy Cultural model is a useful approach for improving the assessing of the cultural of the markets through the marketing managers. The core categories of the framework include the language, religion, values and attitudes, education, technology and the overall material culture, social organizations, law and politics as well as aesthetics. It is essential for such dimensions to be included in the formulation of the marketing strategies of Mycroft in Lebanon. The religion, values, attitudes, and social organizations are important cultural attributes that influences the marketing managers’ performance. The cultural characteristics are important in shaping the formulation and implementation of effective marketing strategies. In Lebanon, technology and the culture for the materials is low and thus, Mycroft has an opportunity to expand their market without any potential competition.
The contextualization of the principles of CCA developed from the understanding that different countries and locations have different responses to different products through the influence of their collective social and cultural factors. The social and cultural ideas of different countries will influence on their response of the populations to a certain product. The analysis is aimed at identifying the similarities and difference of two countries. The analysis needs to understand the cultural, social and psychological ideas and characteristics for the foreign country which they target and therefore design an effective marketing strategy for the specific market.
Cross-culture model is keen on comparing the cultures of 论文帮助/论文写作服务/负担得起我及时提交我最好的质量 – China and Lebanon through identifying the similarities and differences of the two cultures. The marketing strategy is influenced by the similarities and differences of the different cultures. In the case, the similarities are significantly many, a similar marketing strategy is adopted for the two countries (Rodriguez and Boyer, 2018, p.26). On the contrary, if the customs and cultural beliefs of the two differ with a significant margin individualized strategy are employed to fully market the product. The differences in the custom and core values in Lebanon and 论文帮助/论文写作服务/负担得起我及时提交我最好的质量 – China would create a challenge for the expansion of the long-term strategic growth. As such, Mycroft should work with local employees and consultants to grow their understand the local custom values and codes.
Cultural Framework as Applied
The selected framework of standardization vs adaptation has some differences that reflects on the Lebanon market. The transfer and movement of products from 论文帮助/论文写作服务/负担得起我及时提交我最好的质量 – China to Lebanon will depend on the model to ensure that the cultures support the devices. The failure to get support from the societal influence would undermine the success of the devices in the new market. The adaptation strategy is good for the direct exporting approach that would help in ensuring that the devices can arrive in Lebanon markets (De Mooij, 2015, p.644). It would make it possible to good changes to their logistics effectively. However, the standardization strategy gives the firm a global competitive advantage that might not be important in the case of Mycroft devices. The advantages of the standardization are to provide cost efficiencies. Unlike adaptation, standardization helps in the formulation of the marketing strategies and defining of the products.
Understanding of a product and its influence on customer behavior when the product is introduced to a different country. The marketing analysis of the product involves the social and cultural factors that influences the marketing of the product in the new country. Mycroft is the product in this case and the product is being exported from china to Lebanon. The main aim of the cross-culture analysis is to comprehend the behavior of customers in different cultural settings to the same product (Verma, Sharma and Sheth, 2016, p.205). Mycroft is the product under analysis. It is a software made for Linux operating system as a voice assistant that uses a natural language user interface. The product from Mycroft AI team developers can perform a number of activities which includes converting natural language to machine language, converts speech to text, and from text to speech.
The marketing analysis of the two countries; china and Lebanon. The product has an established market in china and would like to expand to the country of Lebanon. Lebanon is an مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic country located in Western Asia. The country has a different ethnic groups and religion. There is a mixture of different languages including Greek, مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arab and Armenian. مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic is the official language in the country although there are some elements who speak Armenian and Kurdish, French, and English. The marketing strategy used to introduce the product, Mycroft in china cannot be used in the new country, Lebanon (Hohenberg and Homburg, 2016, p.102). Therefore, the marketing department need to conduct a marketing cross analysis in order to integrate the differences in culture and social factors and create a strong marketing strategy in Lebanon.
The cross-culture analysis helps improve the understanding of the values of the foreign market cultures which can influence the purchase behavior of the foreign country. The marketing analysis enables the marketers to make proper specifications for the product, its distribution and its pricing. The marketing department of an organization through the cross-culture analysis understands how people in a culture are influenced by others (De Mooij, 2015, p.644). This aspect is important to the marketer of the product to take references to the influential group of the culture to the consumer behavior. There are two methodologies of cross culture analysis including standardization and segmentation. The adaptation model will be able to work better than the standardization approach as it works better with flexibility despite the differences in culture. Even though standardization is useful expanding globally, the marketing entry of Mycroft in Lebanon will be possible through adaptation approach that makes it flexible and reliable.
Part 2: Social and Cultural Factors on the Marketing Mix
Marketing Mix
The aspect of marketing mix is a critical aspect that defines the marketing tools of the company to achieve certain set marketing objectives. The marketing mix is a broad of the marketing strategic decisions including product, promotion, price, and place aspect.
1. Product
Mycroft is voice assistant that allows for open source connections and engagement with the customers. It usually expands and extends the limits of creativity of the firm. People are encouraged to learn the skills of Mycroft and sharing them as well as improving the overall experience of people in the region. The devices operate in the desktop computers that should project the enterprise software apps.
2. Place
In recent times, the use of the voice assistant devices has had challenges with trust with the customers. However, the brand image of the Mycroft enables them to have a wider presence and financial performance of the firm. The firm should invest in additional research and development efforts to the products. Mycroft has customer service to improve the online presence and ability to sell its products to other oversea markets. The employees of Mycroft are usually relaxed and friendly.
3. Promotion
As Mycroft usually posts TV commercials, they are mainly targeted for the American market. Mycroft should rely on web-based ads and use the billboards and other forms of advertising to market their products to other markets. The use of the online advertising networks is effective in communicating the products to other markets. The search engine marketing and gaining access to outcomes from search results is good. In Lebanon, Mycroft will use word of mouth and referrals from customers who have used the devices to market their products effectively.
4. Price
Mycroft is competitive in nature in terms of its prices. For example, the company is keen on providing the relevant prices and good condition. Another aspect of the pricing is the premium element of pricing that focuses on improving efficiency. As more people in Lebanon gain access to internet connections, the consumers will be able to afford the devices and afford the prices. However, the company faces significant competition in the market.
Evaluation of Marketing Strategies
The content marketing strategies of Mycroft that relates to the marketing mix involves evaluating the demographics. The understanding of the demographics will help to tailor the voice-activated technology and innovation to match their needs. The ability to meet the consumers’ needs in the varied geographic is important. The customers in 论文帮助/论文写作服务/负担得起我及时提交我最好的质量 – China do not have the same needs with the customers Lebanon due to the different geographic features and characteristics. Another strategic option is the use of Mycroft for the daily connections and sharing of information. Through the device, the users are able to gain access to information including the updating of the blogs effectively. The management of the company should provide new content and information that is critical in improving the overall marketing of the devices.
However, the input from the marketing mix shows that Mycroft should come up with new strategies that would help to market and promote the products. The development of content related to online platforms is essential. The update of the content would allow for the consumers to gain access to the technology, which is critical in improving the long-term performance of the firm. Another recommendable marketing strategy for the Mycroft in Lebanon would be engage in aggressive marketing strategies that involves the use of public relations and promotional campaigns. The use of ads and promotional campaigns would help to create awareness on the need for the devices to improve the long-term financial and productivity of the company. It is also necessary for Mycroft to diversify their strategies due to the differences in the consumers. To maximize the visibility of the devices in the market, the company should optimize their online sites and platforms as well as increase the number of online channels for offering the devices.
The Strategic Options
Mycroft evaluates between the standardization and the adaptation would help to determine the approach for the company. The adaptation strategy is the best strategic option; however, it places risk on the cost burden to the company. However, it gives the company an opportunity to gain additional local competitive advantage. Mycroft is keen on promoting adaptation that is critical in improving the success of the company in the local Lebanon markets through the agents. Adaptation is keen on expanding the operational marketing decisions, promotion, pricing, and the distribution model of the company. Therefore, the company will put efforts in implementing the adaptation strategy that is flexible and useful in promoting long-term productivity through the distribution and operational marketing approaches.
Cultural Framework on the Marketing Mix for Lebanon
The cultural framework evaluates the model of marketing mix to determine how religion, language, social values, and attitudes impacts on the performance of the company. The marketing mix includes products will be designed in a way to meet the needs of the customers. The company cannot design the products that do not align with the values and attitudes of the consumers. The pricing and promotional strategies will be inspired by the understanding the cultural differences and values in Lebanon. In Lebanon, the country does not have improved socio-economic status and as such, the company will low the prices and use local promotional designs such as billboards to promote their products. While, the place and physical evidence will involve use of direct exporting channels and distribution mechanisms that will ensure the customers gets access to the devices easily.
论文帮助/论文写作服务/负担得起我及时提交我最好的质量 – China and Lebanon have different cultures. This implies the different way of living that is shaped by their values, norms, and religion. The different cultures in the two nations often creates a challenge for the overall marketing of the business. It is essential for Mycroft to understand the varied cultural differences and items. For the company to remain competitive, it is critical to learn about the different cultures in the two cultures. Culture affects the advertising practices, brand recognition as well as the localization strategy. Hofstede model explains there are five cultural dimensions that includes individualism versus collectivism, the short-term and the long-term orientation, power distance, masculinity compared to femininity and the concept of uncertainty avoidance. These cultural dimensions are important in showing how cultural impacts on the firms’ performance and the societal culture.
Changes to Marketing Mix
Some of the useful changes to the marketing mix would be the reduction in the prices through the use of penetration pricing approach, use of digital marketing approach through the promotion element, distribution, and the place to improve growth of the business. The changes will be made possible through the use of localize strategic option. This links well to the cultural framework to improve successful business performance. Considering the differences in the cultures, there is no appropriate standardization strategy for the corporation, but a combination of the localize and the standardize approaches would be useful considering the integration of the cultural aspects. For example, the corporation should implement a higher standardization advertising model in some markets unlike other markets because of the regional differences. The cultural framework is critical in understanding the cultural elements that would impact with the performance of the company in the new location. In Lebanon, the Chinese provider of Mycroft devices would face a challenge of communicating with the local communities. Language is important and it would help in understanding how to engage with consumers effectively.

Part 3: Market Entry Strategy
The most recommended market entry strategy in the case of Mycroft to the Lebanon market from 论文帮助/论文写作服务/负担得起我及时提交我最好的质量 – China is the direct exporting strategy. The direct exporting approach would involve the export of the Mycroft products from 论文帮助/论文写作服务/负担得起我及时提交我最好的质量 – China to Lebanon directly into the market using the company’s resources. The key objective of the direct exporting strategy is to ensure that the company will supply its products to the new markets effectively without significant challenges. Mycroft will benefit from the direct exporting strategy as it involves direct supply of the products to the Lebanon through agents.
The options and characteristics of the direct exporting strategy involves the hiring of agents and distributors who will represent the interests of the firm in the new market, Lebanon. Mycroft will communicate and set up clear logistics measures on how the devices will be moved from 论文帮助/论文写作服务/负担得起我及时提交我最好的质量 – China to Lebanon easily without any restrictions. The conceptualization of the exporting strategy is a good way of improving the long-term business performance and success. Other critical aspects are the company being aware of the potential duties and regulations that might affect the movement of the devices into the country.
The selection of direct marketing entry strategy is because of its ability to reduce risk and allow the company to have full control of its devices. Unlike other market entry strategies, the direct exporting approach is more reliable and gives Mycroft an opportunity to supply the devices as per demands and requirements of the market. This situation reduces potential oversupply of products and giving control to other firms in the new market. For example, engaging in a joint venture will move the company’s control over the production and marketing of the products to other firms in the new market. As such, Mycroft will benefit from the use of direct exporting strategy to move its products from 论文帮助/论文写作服务/负担得起我及时提交我最好的质量 – China to its final consumers in Lebanon.
In terms of the SWOT model, branding and communication strategies, the direct exporting approach will serve the interests of the firm effectively. The model will overcome some of the internal weaknesses and external threats facing Mycroft in its operations. For example, Mycroft will fight off competition from the local firms through expanding their market and presence in Lebanon market whereby there is less competition. Strategically, the direct exporting model is more adaptable and flexible, since the company will only focus on meeting the market demands rather than oversupplying the market, which might be costly for them due to the high costs of inventory (Kipnis and Broderick, 2017, p.93). The exporting approach helps them to control the push communication model for their products in the new markets. It shows their commitment to remain in control of their branding through packaging. Unlike setting up plants in Lebanon, which would shift the branding and product strategies, direct exporting allows them to remain packaging and branding plants, which are important for the long-term control of their brand image.
In summary, the direct exporting strategy is the most optimum and viable strategy for entering into the new market in Lebanon. The approach allows the company to remain control over its branding and communication strategies as well as reducing risks associated with movement of production process to other countries. The management of Mycroft should work on understanding exporting process to Lebanon including the potential duties and regulations that could hurt their ability to move their devices smoothly to the new market. Many firms start through creating direct sales programs that changes the agents and distributors to represent their interests in the markets. The agents and distributors work together to ensure the products are exported and marketed well into the new market. They become the face of the firm in the new market. From a strategic view point, having an optimum market entry through direct exporting is good for the growth of the company’s revenues in the long-term. As such, Mycroft will need to choose the agents and distributors effectively as they will impact the success of the company in the new foreign market. For example, the company should recruit persons who understands the local market effectively and they understand the core values and mission of the company, which is important.

References List
De Mooij, M., 2015. Cross-cultural research in international marketing: clearing up some of the confusion. International Marketing Review, 32(6), pp.646-662.
Hohenberg, S. and Homburg, C., 2016. Motivating sales reps for innovation selling in different cultures. Journal of Marketing, 80(2), pp.101-120.
Kipnis, E. and Broderick, A., 2017. The concept of place in international strategic marketing decisions. Strategic International Marketing: An Advanced Perspective, p.93.
Rodriguez, M. and Boyer, S., 2018. Developing Tomorrow’s Global Sales Leader: Adapting to Cultural Differences Utilizing Role Play. Journal for Advancement of Marketing Education, 26.
Verma, V., Sharma, D. and Sheth, J., 2016. Does relationship marketing matter in online retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 44(2), pp.206-217.

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