MARKETING TO MULTICULTURAL AUDIENCE MARKETING

Marketing to a Multicultural Audience

Marketing to a Multicultural Audience

Introduction

Organizations operating in multicultural environments have a great challenge of integrating their marketing activities to different cultures they operate in. During this era of globalization many organization are crossing many borders to market their products in different countries where there are different cultural aspects. Globalization has increased competition in the global market arena and companies need to focus on strategies to acquire competitive advantage. Branding strategies require matching cultural aspects of the consumers to the products.

Background

Marketing in multicultural environment requires integrating the 4Ps of marketing (price, place, product and promotion) with the cultural needs of the consumers. Failure to identify the cultural needs of the consumers may lead to rejection of products manufactured by the company. Many organizations have failed due to poor strategies of promoting the culture in its marketing activities (Willcoxson & Millett, 2000). Solutions to the multicultural marketing problems

Customers acquire satisfaction when the marketer fulfills the 4Ps of marketing; therefore the management should identify marketing strategies which best suit the 4Ps with the culture of the customers. Marketing is a very important aspect of an organization and managers should understand the best strategies to promote the image of the company as well as that of its products.

Multinational companies should understand the culture of the different people they work with. The management should identify the cultural barriers which hinder penetration of their products to certain markets. Promotional strategies should capture the cultural aspects of the customers in order to improve the image of the products being marketed in a global market. Research should be done about the best strategies to capture the attention of the customers while maintaining low costs and high profits.

Communication strategies should identify the cultural aspects of the customers in order to improve understanding about the products aspects. Multinational organizations operate in different cultures and the management must understand the cultures of each country they are operating in. The management should do market research about the different cultures of the people they are working. Research and development strategies should be focused on identifying the specific needs of customers and integrating them in the products being produced. Market research should be based on cultural aspects of different customers. Products which match the culture of the people develop high demand in the global markets. Therefore, culture should be understood from internal and external systems of the organization (Willcoxson & Millett, 2000).

Real-world examples

Chrysler Group LLC manufactures automobiles and was established by Walter Chrysler in 1925 and based in the United States. The company has experienced a turbulent path to achieve success in the market. It has merged with other companies as well as experiencing acquisitions from well established companies within and outside the country. Chrysler was part of the DaimlerChrysler merger in established in Germany. However, the merger failed and each of the two companies established themselves separately. Daimler is an automobile company based in Germany and well known for its ...