INTERNATIONAL MARKETING

Impact of Cultural factors on International Marketing Strategy

Impact of Cultural factors on International Marketing Strategy

There are an extensive amount of macro factors that influence the process of making business strategy on an international level. International business strategies depend on factors such as economics, politics, and climate of the region. Differences in the material culture, religion, and social conditions. All have a huge impact on the perceptions and the buying patterns of consumers, because of the fact that our society is composed people belonging to different cultural background, because of this diversification it is not possible to speak of one without relating to the other. Cultural factors definitely have a huge influence on the consumer preferences and values. The area that gets affected by the cultural factors includes the consumer products, which must satisfy the needs of local dietary, there religious guidelines, and their health practices.

Kentucky Fried Chicken

A great example of impact of culture on the business strategy could of the well known International fast food chain KFC. It is a fast food restaurant that is headquartered in Louisville, Kentucky, United States, which specializes in fried chicken. KFC had to follow a completely different marketing strategy in order to establish itself in the international markets such as the UAE, Pakistan and India, because of the fact there is huge difference in the cultural perceptions, of the people living in these continents as compared to those living in the Western States. In the countries such as UAE, and Pakistan there is a concept of halal, and haraam which is a religious belief of the people, any food item that goes outside this concept is completely neglected by the people of thee states. A huge example of this is the change in the overall recipe of the famous Big Mac burger of ...