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May 02, 2023


Cultural And Social Factors In International Marketing – Think Global, Act Local?

Literature Review

"Think globally, act locally," as the saying goes. Identify and critically evaluate the relative value of standardization and adaptability for a multinational hospitality organization. Take into account the micro-also macro-environments and the influence that these may have on the produce. Features of culture also consumer behavior should be considered. In the business world, global marketing remains described as the procedure of selling also designing items on a global measure. It encompasses planning, production, and promotion of the company`s products in the global market, among other activities (Powers, 2017). Numerous multinational corporations (MNCs) employ the "Think globally, act locally" advertising strategy, which entails adopting a global viewpoint while coordinating efforts toward meeting goals also objectives.

The challenges of competing in a worldwide market are distinct from those of competing for confidentiality and the limitations of an interior market in several ways. Hotel implementation in new markets is frequently characterized by standardization and adaptability. Standards are a set of arrangements that all possible financiers in a particular industry or company must follow to ensure that all processes associated with production or the distribution of a facility are supported in agreement with predefined criteria (Rayna,2019). As the term implies, adaptation is the act of modifying a current product to satisfy the requirements of different customers or markets. Regularization has developed a prominent slogan in the field of worldwide marketing. The proponents of the "international" standardization concept argued that globalization was having a dominant effect on the hospitality industry and that global hotels or products needed to take advantage of the airstream of globalization’s affluence through accepting a centralized advertising approach to competing (Mohammed, Sardan, Handaru and Kaharuddin, 2017).

There are several advantages to using standardization as a brand marketing approach, making it a particularly appealing technique for global firms. For example, some of the advantages cited by opponents of the standardization advertising plan include economies of scale in industrialized and delivery and advertising. Other advantages include unified branding, brand building and management, expense and cost savings, improved customer behavior, good charge, and also on (Baca, 2020). Though, because of the numerous obstacles that stand in the way of its implementation, including government also trade restrictions, differences in consumer wellbeing also, reaction designs, the nature of the marketplace scenario, also economic circumstances, standardization by way of marketing policy may not even achieve its intended results (Poradova, 2020). Hilton and other large multinational corporations adhere to strict standards, making their hotels more trustworthy. In a similar vein, the same firms conduct branding and advertising for their products and services.

Adaptation marketing strategy is concerned with customizing and adapting marketing efforts to meet the "essential qualities" of individual markets worldwide. Some academics have advocated for the implementation of an "adaptation" policy. According to opponents, certain advantages of the adaption promotion method comprise simple public receipt, familiarity of the local needs also markets, faster localized occupational growth, also stronger resident gratified, amongst other things (Rosenbloom, 2017). Single of the greatest compelling arguments in favor of editions is that they are tailored to meet the specific demands also expectations of various markets and the rules, customs, and customer characteristics of those markets. An external firm would increase an edge by tailoring its publicizing efforts to meet individual consumers` specific demands and preferences since it will be able to rapidly balance localized industry needs and preferences (Makarova and Pasko, 2020). The adaption of a multinational corporation will permit it to fight easily also strongly with local competitors while the product image remains still acquiring traction in the resident market.

Because organization and administration are absent from marketing actions across geographical boundaries, it is problematic to hand over experience and know-how produced in a single country or world economy to another. Starbucks, for instance, employs licensing as a low-regulator way to expand into other markets, which is an example of adaptation. Because it is less expensive, it is more easily integrated into Starbucks` ambitious growth strategy. With licensing, Starbucks can adapt to changing market conditions, such as changing consumer tastes, more competition in the market, and new government rules.

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