Thursday, January 2, 2020

Cultural Diversity in International Markets and How Companies Have Attempted To Penetrate Foreign Markets Free Essay Example, 3250 words

The other approach adopted by marketers, especially when they attempt to penetrate new markets, is known as Foreign Consumer Culture Positioning (FCCP) where the product is positioned as symbolic of a desired foreign culture. This is most apparent in case of perfumes and wines where any association with France is bound to increase their desirability many times over. Same is the case when the name of Scotland gets associated with whisky. Sometimes the name of a country is alluded to impart a unique character to the product as in Foster s Australian for Beer or in Harley Davidson s very American . The reference of F is le or the Festival of Malt and Music in Bowmore Islay Single Malt Scotch Whisky similarly evokes a spirit of festivity and joy that is so inextricably associated with Islay, world s most famous centre of whisky tourism. At times, while marketing a culturally blocked product as Kentucky Fried Chicken, in a predominantly vegetarian Indian milieu, the marketer soft pos itions the product as globally popular and widely accepted by adopting the FCCP option. However, with the advent of globalization, multinational companies have penetrated almost every economy of the world, and with consequent diffusion of products, global consumer culture has gradually built up resulting in the homogenization of global consumption that is highly interlinked with brands and their images among consumers across the world. We will write a custom essay sample on Cultural Diversity in International Markets and How Companies Have Attempted To Penetrate Foreign Markets or any topic specifically for you Only $17.96 $11.86/page

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