Question

Global Marketing

There are considerable differences and similarities among world cultures. The task of the global marketer is twofold based on the differences and similarities prevalent worldwide. First, marketers must study and understand the country cultures in which the conduction of business is planned. Secondly, marketers must incorporate this understanding into the marketing planning process. Several adaptations will be needed in developing strategies. Deep cultural understanding can be a source of competitive advantage for global companies. (Source: Keegan & Green, 201 7)

Compare and contrast the FIVE (5) manifestations of culture between Malaysia and India. Please provide relevant examples that can impact global marketing strategies.

Please provide the references with your answer. Thanks!

Answer 1

The companies operating in the global market have an additional task of understanding the cultures and behaviour of people in every territory they want to operate in, to formulate their strategies. The people, the culture, their choices, traditions, their needs everything varies when you move across the globe. Especially talking about Malaysia and India, there is a huge cultural difference based on which companies should adjust their strategies.

Below are 5 manifestations of culture between Malaysia and India:

1: The companies dealing in Alcoholic products, especially beer, for them it's important to know that Malaysia consumes 7 times more alcohol in the form of beer as compared to India per adult per year.

2. For fast food global chains it is important to know, there are more fast food outlets in india as compared to malaysia, because the demand and consumption of fast food in india is more than Malaysia per adult per year.

3. It is important for some niche global companies to know, homosexuality is illegal in india whereas it is legal for females in Malaysia and illegal for males. Which again could be of interest to a lot of companies as per their products and services.

4. For Global Cigarette manufacturers it is important to know that cigarette consumption in Malaysia is 5 times more than in India per adult per year.

5. For companies who are into global travel and tourism or hospitality, it would be good to know that India has 12 times more Heritage sites than Malaysia, which opens a lot of scope for business.

Thus, talking about the global market, it is very important to understand each region and culture you wish to work in, to make sure you set actual goals and not fictional as a company.