Marketing across cultures involves marketing operation across a number of European countries between which the influences of macro-environmental forces are either similar or differ significantly. Similarly, controllable factors such as cost elements, market research, marketing overheads and price structure vary significantly between European markets. Opportunities for integrated communications, distributive infrastructure and product presentation format are also likely to differ significantly due to differences in cultural and ethical values. It is these differences and variations in both macro and micro-environmental forces that create complexities in marketing operations across the globe. The key to successful marketing across cultures is the marketer’s ability to understand and identify the complexities of each element and reconcile them for better marketing, planning and management.
You work as a member of a team in the Marketing Department of a company based in United Kingdom that is attempting to expand its marketing program into Mexico. The company’s marketing efforts to European countries have been unplanned and limited in scope in the past. Your company produces food brands made from variety of ingredients that may not be appropriate for the Mexican market. In order to undertake the marketing expansion into Mexico, your company has requested that you undertake an initial desk research to evaluate the feasibility of this project. You are also required to investigate and write a report that focuses on the following issues:
Consider geographical proximity, society, and culture, environmental, and ethical issues that may have an impact on the company’s decision to expand into the Mexican market and then research into:
1. Market entry – what expansion strategy [ies] could the company use in expanding into Mexico; what are the advantages and disadvantages of your recommended expansion strategy.
2. What marketing strategy would you recommend for your company to adopt? And what are the main advantages of your recommended marketing strategy?
3. What are the ethical issues that your company is likely to encounter and recommend how theses ethical issues could be overcome?
4. What general cross cultural marketing recommendations do you have for the company based on your investigation of Mexican market?
This is a report, and should be accompanied by good quality material to underpin and illustrate your text. All additional material should be placed in an appendix and referred to in the report