Impact of culture in international marketing assignment

Their traditions are Confucianism where its teachings stress loyalty and relationships. The loyalty Is to central authority and placing the good of the group first (Calcutta & Rankle, 2013). The problem with the marketing message, as advertised, was that people were offended by the weakening of the traditional figures hat the culture perceived as strong. The ultimate result was bad publicly and an unfortunate situation for Nikkei. Culture and local customs of the target markets. This could have been accomplished by consulting marketer’s facilitators. Published government studies such as The U.

S. Department of commerce, Countries Commercial Guides, the Economist Intelligence etc. Are few examples. (Contain & Romaine, 2013). These sources were equipped to advise Nikkei on the cultural dimension of the Chinese people. Hiring local experts could have accomplished the objective as well. The Coca-Cola Company in Mexico ad a popular advertising campaign with the slogan, “ Catch the wave” which was translated into Spanish and put on billboards throughout Mexico. Unfortunately, Coca-Cola quickly discovered that Mexicans also understood the translation to mean “ have diarrhea”.

Political and commercial risks are closely related as governments’ decisions impacting the economy may also affect business operations. Adverse political and commercial conditions in the host country can be seen as sources of risks for firms expanding into that country (Adding & Cracker, 1990). Changes in political and economic events can cause changes in the host country’s political structure or policies that result in losses for the firms’ investment operations (Tortes, 2013). For this reason, economic development theory emphasizes the requisite to investments (Alcoholic & Schlesinger, 2011).

However, today’s globalization has highlighted the importance of another risk in international marketing. Cultural differences have been shown to add a further dimension to risks inherent to international franchising (Alcoholic & Schlesinger, 2011). This is due to the fact culture influences contract negotiations between parties, operational business and personnel management practices (Alcoholic & Schlesinger, 2011). It is known that values, customs, and beliefs which make the culture vary by country or region and change as population migrate.

This strategy has been used throughout their marketing campaign in English speaking countries like England, Australia and South Africa, with great success. But with the onset of globalization, where all literatures advocate racketing strategies that cater to local customs, and more in tune with country specifics culture (Contain & Romaine, 2013; Hunt & Hoodwink, 2012; Alcoholic & Schlesinger, 2011), the challenge is whether Jack Daniel should adjust its strategies to fit today’s norms.

That is, should they adjust their market strategy to fit local habits in emerging markets like China? As stated earlier, China’s culture operates under Confucianism. This code of conduct rather than religion advocates teachings that Under this scenario, Jack Daniel should be able to evoke its premium brand image by advertising its tradition as a brand experience that is unique in the marketplace. This will insure that they not compromise the quality of the product to meet demand (Strangle, 2011). On the other hand, Chinese society is evolving.