International and Global Marketing: Report
1,975 word report. The already chosen company is: William Wood Watches (UK luxury watch company).
The Task:
1. William Wood Watches is now keen to pursue a more detailed cross-cultural cultural analysis of the potential international target customer. Provide deep insights into the key cultural differences between your UK (home) customer and the new international customer in China.
2. Provide a report that clearly identify a target customer profile [persona] and whether this is similar or different to the UK target customer.
3. Apply relevant cultural theory (Hofstede’s dimensions) to frame your cultural analysis of China.
4. Critically analyses relevant cross-cultural cultural is required including challenges William Wood watches company may face in that new Chinese market and how such cultural differences might impact the international marketing mix strategy of your product there.
Focus the discussions on those strategic elements of the marketing mix which would require the most adaptation (due to the word limit) – It is NOT required to discuss every Marketing Mix element.
Focus on the P’s (product, price. placement, promotion) that are most relevant to William Wood Watches and your chosen country China. So, focus on just a couple of marketing mix elements which require most adaptation. It’s not required to mechanically go through each ‘P’. Use your researched insights to critically analyse the strategic arguments towards adaptation of international marketing mix strategy, drawing on key academic literature.
