Marketing Across Culture Success or Dilemma Essay Example for Free

Marketing Across Culture Success or Dilemma EssayMarketing across enculturation is maven of the biggest issues which multinational companies have been confronting nowadays. Since merchandise is an important factor for the coevals of a particular product or telephoner, marketing plan should also be useful simultaneously. Every organization has to pay attention towards all the aspects which can make a marketing plan successful and ethical aspect is one of them. Since orbiculate marketing is a complex process, ethical issues like heathenish diversity is one of the major reasons that can cause trouble of marketing plan. Marketing across culture is basically defined as product or service promulgation beyond the borders. Since beyond borders, culture, lifestyle and consultation get changed, the attitude of the good cover up also gets changed simultaneously. (Hutterer 2006) So, it can be regarded an ethical plight to market the products on international level and for deal ing with such(prenominal) situation, company needs to scrutinize interests, traditions and culture of the indigenous people. However, different organizations have developed dissimilar strategies in order to cope with such ethical issues.Reasons of this dilemmaCultural diversity is generated by diversity between native culture and the culture beyond the borders. Since every society has its own culture, its audience also possesses dissimilar concerns, ideologies, concepts, principles and keeping all these dynamics on a lower floor consideration, a marketing plan is developed so that it can come up with the requirements of that respective culture. (Hall Hall, 1990) If the organizations neglect this aspect without considering the emotions and affiliations of its audience important, the result appears in the variate of negative consequences.Since the main reason of this dilemma is dynamic nature of traditions, the organizations usually employ strategic plan keeping the regional aspec ts under consideration. However, in such cases, the organizations which assume theory of relativism are considered successful because it enables them to come up with regional cultural requirements. Since there are no imperative criteria for universal morality in this regard, this ethical dilemma has been solved using the utilitarian approach and the example can be taken from IKEA Inc. In Saudi Arabia, they have kept ethical and moral concerns in limelight while marketing their services and their apology for using female images in marketing transmedia can be taken as evidence in this regard. (Quinn 2012)A nonher reason why this thing is considered a dilemma is that marketing across culture makes it complex for the organizations to comply with the needs of customers since non only if traditions, culture and thoughts of the audience change with the boundaries, but their taste and priorities also change simultaneously. For instance, McDonalds in India markets its products keeping the vegetarian audience under consideration while in other regions like USA, UK and Canada, they market their products through promulgating other additional factors. Hence, through this way, McDonalds not only keeps the cultural but also religious needs of its audience under consideration and this ethical aspect of its marketing plan makes it outstanding in one way or other.However, with the expansion of the business on world-wide level and with the advancement in technology, marketing has become rather a technical insofar interesting task and the reason behind this fact is the propagation of social media and similar other sources. These sources have made it ample easy to approach targeted audience yet the cross-culture issue is still persistent since these sources do not give any remarkable evidence regarding the cultural diversity and marketing plan.Comparatively, there are different other organizations like Air Asia which have been struggle with the ethical issue of marketing acr oss culture. Though it has assumed different ethical approaches like absolutism, egoism etc in order to deal with its audience yet there is no remarkable progress in making its service a world popular one. However, there can be several strategic options available to deal with this issue of marketing across culture.Proposed solutionDifferent solutions for dealing with the issue of marketing across culture are as followedPluralismThe root solution in this regard can be given in the form of pluralism since it enables the organization to have an in-between path of utilitarianism and absolutism. (Hinman 2011) Some organizations use absolute ethics for marketing its products and some consider utilitarianism as the best source of marketing across culture but both of them might cause failure since no absolute policy or theory works when the regions are diverse and discriminate from each other. So, only an organization, who assumes theory of pluralism in order to deal with this global dilem ma, can get successful position in global market.For this purpose, the organization can also do cultural analysis in advance marketing its product.Cultural analysis before marketingThis solution can be regarded one of the most significant steps in order to deal with the dilemma of marketing across culture. The reason behind this claim is that understanding the culture of the native people would not harm their feelings in any way. Suppose, if McDonalds never does cultural analysis in India and launches its products without differentiating vegetarian and non-vegetarian food, the result would appear in the form of violation of ethical code of that country. In such case, this organization would face severe opposite and there would be no profitability as well.So, another best solution to deal with this issue would be cultural analysis of the organization and before marketing a specific product or service in any region of the world, it is mandatory for it to analyze the potential market from cultural perspective. trade counselling strategyApart from assuming above given both solutions, the organization would also need to have caliber to adopt change management strategy since marketing across culture would need a severe change in the core marketing plan of the company. In such case, the company would have to deal with the inwrought issues as well and it can deal with this global ethical dilemma only if it would be able to deal with the internal issues of the organization.Through assuming all these three solutions, all the organizations aiming at expanding its services beyond borders can deal with the ethical dilemma of marketing across culture. Hence, only through dealing with ethical issues, the organizations can get successful marketing promotions throughout then world.ReferencesHall, E. T. Hall, M. R., (1990) Understanding cultural differences. Yarmouth, Me. Intercultural Press.Hinman, L. M. (2011) Ethics A Pluralistic mount to Moral Theory. Boston, MA Wadsw orth Pub.Hutterer, R. (2006) Marketing Across Cultures Qoo an International SuccessStory? NY GRIN VerlagQuinn, Ben. Ikea Apologises over Removal of Women from Saudi Arabia Catalogue. The Guardian. Guardian News and Media, 01 Oct. 2012. Web. 05 Jan. 2013. .