Hofstede s cultural_dimensions

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Cultural Issues a Company Faces when Emerging in a New Market 11 CULTURAL ISSUES A COMPANY FACES WHEN EMERGING IN A NEWMARKET Chapter 1 Introduction 1.1 Background A company can develop a new product or emerge in a new market by using its ideas or those of others. However, there are several issues, such as cultural problems, that it can encounter during the entire process. Firms have to take cultural issues into consideration before deciding to enter into a new market. Some of cultural issues include religion, norms, customs, and language. When a company has adequate knowledge and information it needs, the process of emerging into a new market will be less painful. The most important thing for a company is to consider the market it's about to enter, once it begins the process of developing a business model and concept (Govindarajan and Ramamurti 2011). The key to a successful venture is taking time to understand the market, which means carrying market research to evaluate every aspect of the market including cultural issues. The reason for this study is that firms always look to expand to new opportunities and markets, and for each new market that a firm establishes itself in, there is always a different culture that might sometimes generate different problems for the firm. This paper aims to research the cultural issues that companies face when emerging in the new market and how they solve the issues. This study is hence so important since it will create a guide to those firms planning to enter new markets. The guide will provide the best way possible on how to avoid or/and deal with cultural issues. Overall aim Comment by Chi Maher: Overall aim missing 1.2 Objectives/Aims Comment by Chi Maher: You need 3 research Objectives The objective of the research is to increase our understandings of the various cultural issues that most companies face when emerging in new markets. 1.3 ResearchQuestions · How do firms gain understanding and knowledge concerning the cultural issues of a new market? · How do firms overcome these issues? · What is the utmost efficient and effective technique to lessen risk relating to cultural issues in new markets? Chapter 2: Literature Review Culture is the knowledge and characteristics of a particular group of individuals encompassing religion, language, arts, cuisine, social habits, and music. According to Hofstede Geert "culture is the collective programming of the mind which distinguishes the members of one human group from another" (Hofstede 1991, p. 90). In general, culture is a way people do their things. The chief cultural issues that an organization must consider before entering a new market include religion, norms, customs, and language. Over the years, the changing landscape of technology has made it possible for people from different sides or regions of the planet to interact, especially through social networking sites. These interactions and information exchange have opened regions to foreign people .

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13 Marketing across cultures Draft Introduction Comment by Elisa Paz: emphasise countries and WHY THIS IS A GOOD CHOICE Comment by Elisa Paz: IN-TEXT CITATIONS Sephora is a French based organization which sales beauty and skin care products. The business has online presence where the customers get the opportunity to view and order the products of their choice including fragrances, skin care and make up. The company also sells the tools and brushes which are used in the application of make up by individuals. Sephora is not currently and this assignment focuses on expanding the operations of the business. The course work two has various objectives and one of the objectives is to explore the cultural differences between France and Egypt and also look at the impact of the cultural differences on the marketing mix and the marketing strategy which will be adopted in penetrating the Egyptian market. Comment by Elisa Paz: make sure to proofread Part 1: Social and cultural factors and the marketing mix Overview of cultures Comment by Elisa Paz: IN-TEXT CITATIONS The two cultures; Egyptian and French culture are different from each other and the French culture can be described as more modern compared to the Egyptian culture which holds on so much to tradition and ancient teachings. The French are mostly known because of the much value which they attach to nationality and government which makes the politics of the country a sensitive topic which could result into offending the French people. The Egyptian can be described as very modest people which is because of the influence of religion and the ancient Egypt practices. Egyptians value beauty so much and this means that the culture is ideal for Sephora products which are used in enhancing and bringing out the beauty of a person. Cultural framework of France (please include all culture frame work for both countries even if you add them to the appendix and reference that they are in the appendix because you will need them later in the assignment to compare how cultures framework affect the marketing mix) Comment by Elisa Paz: introduce (and ref) the cultural framework, and clearly identify the elemtns The main language spoken in France is French which is spoken in most parts of the country. English is not widely spoken in the country but is spoken in the tourist attraction parts such as Paris and other major cities in the country. French is the official language in the country and is spoken by 88% of the country’s population. There are different religions practiced in the country and the main religion in the country is Christianity where there are different denominations such as Catholicism and Protestantism among others. The French people value their government and nationalism and hence take so much offence when people make negative comments on their nation and government. Another thing that is valued by the country is equality. In France, the people want to be treated equally and eve ...

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