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EXECUTIVE SUMMARY OF CROSS

CULTURAL MARKETING

The main aim is t0research the different marketing

strategies in different cu1tura1envir0nments and t0find

0ut h0w the specific nati0na1cu1ture affects the

strategies which are imp1emented by s0me

mu1tinati0na1c0mpanies in a certain industry. T0

achieve this purp0se, the f0110wing research questi0n

was f0rmu1ated: h0w d0s0me big 1eading c0mpanies

carry 0ut their marketing strategies acc0rding t0the

cu1ture differences? When ana1yzing the internati0na1

marketing strategy 0f the tw0American fast f00d

c0mpanies, find that b0th 0f them emphasized 0n the

cu1ture 0f different nati0ns when carry 0ut the m0st

marketing strategies 0f different aspects. n the case 0f!"#, nati0na1cu1ture inf1uences the $% strategy in

different ways. The pr0duct strategy 0f !"# is main1y

affected by the cust0mer va1ue and a1s0by traditi0na1

taste in s0me e&tent. n additi0n, when imp1ementing the

pr0m0ti0n strategy, !"# emphasizes the c0mbinati0n 0f

the c0

rp0

rate cu1ture with the different nati0

ns cu1ture."0r instance, a11kinds 0f advertisement and the

c00perati0n partner in a particu1ar nati0n are re1ated t0

the 1anguage, va1ue and cust0ms tight1y. Then, it turns

t0'c(0na1ds. )ati0na1cu1ture impacts the $%

marketing strategies in different ways when 'c(0na1ds

entered int0the different nati0ns market. %r0duct

strategy 0f 'c(0na1ds is inf1uenced by 10ca1cu1ture

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very 0bvi0us1y. 0n 0ne hand, 'c (0na1ds a1ways adds

s0me specific pr0duct which is suitab1e t0the specific

market. The pr0duct p0siti0n is affected by the va1ues

and c0nsumer buying behavi0rs. 0n the 0ther hand,

understanding 10ca1c0nsumer behavi0rs he1ps

'c(0na1ds t0target the right cust0mers in a better way.

Theref0re, by researching tw0case c0mpanies the

c0nc1usi0n can be drawn that cu1ture differences affect

the imp1ementati0n 0f m0st internati0na1marketing

strategy in different ways in b0th 0f the c0mpanies. Thepr0duct and price strategies are inf1uenced by the 10ca1

va1ues m0st 0bvi0us1y whi1e the p1ace strategy is

main1y affected by 10ca1ec0n0mic 1eve1and cust0mer

buying behavi0r. The pr0m0ti0n strategies are affected

by even m0re c0mp0nents. Anyway, 1anguage,

c0nsumer va1ues and buying behavi0rs are the m0stsignificant c0nsiderati0ns f0r the transnati0na1

c0mpanies when entering a new f0reign market and

gaining the market shares as many as p0ssib1e.

SUBMITTED BY-

HIMANSHI AHUJA

ENROLLMENT NO- A3923014050

BBAMBA!DUAL"

IV SEMESTER