Using the Hofstede’s model of national cultures Masculinity and Individual factors,what can you predict the market...

Using the Hofstede’s model of national cultures Masculinity and Individual factors,what can you predict the market outcome of a US lingerie brand like victorias secret in the japanese market

Expert Solution

Japan score very high on masculinity as cultural dimension that is 95 and score moderately lower at individualism dimension that is 46. It means that Japanese culture is dominated by masculine, but there is a significant role of family or collectivism in decision making process. With this in view, US lingerie brands have to customize their marketing communication in such a way that the marketers can positively influence men of the society. If it is done, then men showing contribution in buying decisions for women' products, will make it easier to achieve success for the products like lingerie brands. If it is not done and marketing communication is solely focused upon women, then it will first increase feminism that scores very low and individualism of women that is also moderately low. As a result, neither men (masculine) nor their positive role in decision making, is going to help buy the product. So, market outcome will be poor for the products like lingerie brand.

Hence, it is important to communicate with the men indirectly to positively influence them and make them encourage their women to buy it as a collectively decision making process. It will increase the success rate of the product.

Rahul Sunny answered 2 years ago

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