Question :This week, you will be starting work on your Final Project for this module. The purpose of the Final Project is to apply the concepts and techniques of the module to the analysis of real-world situations or problems. Students are expected to use diverse sources of information and to carry out an original analysis rather than summarise or rehash existing work. Students are encouraged to use situations and data from their own experience where possible.
Your task for Week 5 is to prepare and hand in a proposal including the nature of the project, the sources of information that you plan to use, and the most important concepts and techniques to be applied. You will receive feedback on the proposal from the Instructor in Week 6, which will give you time to make adjustments.
The purpose of the Final Project is to examine an issue of multicultural management in greater depth, providing an analysis of the ways in which theory and practice influence management decisions regarding the issue. The analysis and evaluation of the issue you select must be based on the concepts that you acquire throughout the module.
There are three topics, one of which relates to the Master of Science in International Management, another to the Master of Science in Global Human Resource Management and the third to the Master of Science in Global Consumer Marketing. You are not required to choose the topic that relates to your programme.
Project: For your final project, you should select one of the following topics:
1. Multicultural management in the virtual project setting,
2. Human resource management in multinational enterprises, or
3. Marketing to multicultural audiences.
After selecting a topic, you should:
Identify the most critical issues faced by managers with regard to the topic,
1. Outline solutions to the issues you identify using theories and best practices presented in this module,
2. Cite real-world examples (you may wish to focus on the issues and challenges faced by a particular organisation, but should include more than one organisation in your analysis),
3. Consider any ethical implications of both the problems and the solutions that you identify.
Completion of the Final Project will require a thorough understanding and application of multicultural management concepts.
Running Head: Marketing to multicultural audience Marketing in different cultures
Rownd and Heath (2008, pg. 1) define marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Organizations operating in multicultural environments have a great challenge of integrating their marketing activities to different cultures they operate in. during this era of globalization many organization are crossing many borders to market their products in different countries where there are different cultural aspects. Globalization has increased competition in the global market arena and companies need to focus on strategies to acquire competitive advantage. Branding strategies require matching cultural aspects of the consumers to the products. Marketing in multicultural environment requires integrating the 4Ps of marketing (price, place, product and promotion) with the cultural needs of the consumers. Failure to identify the cultural needs of the consumers may lead to rejection of products manufactured by the company. Many organizations have failed due to poor strategies of promoting the culture in its marketing activities (Willcoxson & Millett, 2000). Solutions to the multicultural marketing problems
Customers acquire satisfaction when the marketer fulfills the 4Ps of marketing; therefore the management should identify marketing strategies which best suit the 4Ps with the culture of the customers. Marketing is a very important aspect of an organization and managers should understand the best strategies to promote the image of the company as well as that of its products. Multinational companies should understand the culture of the different people they work with. The management should identify the cultural barriers which hinder penetration of their products to certain markets. Promotional strategies should capture the cultural aspects of the customers in order to improve the image of the products being marketed in a global market. Research should be done about the best strategies to capture the attention of the customers while maintaining low costs and high profits. Communication strategies should identify the cultural aspects of the customers in order to improve understanding about the products aspects. Multinational organizations operate in different cultures and the management must understand the cultures of each country they are operating in. The management should do market research about the different cultures of the people they are working. Research and development strategies should be focused on identifying the specific needs of customers and integrating them in the products being produced. Market research should be based on cultural aspects of different customers. Products which match the culture of the people develop high demand in the global markets. Therefore, culture should be understood from internal and external systems of the organization (Willcoxson & Millett, 2000). Real-world examples
Chrysler Group LLC manufactures automobiles and was established by Walter Chrysler in 1925 and based in the United States. The company has experienced a turbulent path to achieve success in the market. It has merged with other companies as well as experiencing acquisitions from well established companies within and outside the country. Chrysler was part of the DaimlerChrysler merger in established in Germany. However, the merger failed and each of the two companies established themselves separately. Daimler is an automobile company based in Germany and well known for its Mercedes products. The management of the Chrysler failed to identify the cultural differences of the customers in Germany and this resulted to failure of the merger (Fitzgibbon & Seeger, 2002).
Wal-Mart Company is located in U.S. and has opened a large number of departmental stores in the country and other regions. It is the largest public corporation by revenue and has existed in the market for a long period of time. The company adopted the strategy of operating in different markets globally but some failed due to poor cultural integration strategies. Low pricing strategy was adopted by the company to increase demand in the global markets but there was a low response since the marketing strategy used never matched the needs of the customers (Kabel, 2006).
Apple Inc is a company in the computer industry that has been very successful the global market. It manufactures computer hardware and software. The company has improved its competitive position in the global markets by created a high level of consumer loyalty. The company has used e- commerce to market its products and this strategy has improved competitiveness of the company. Apple has been able to compete successfully in the market due to the ability to match the customer needs to the products manufactured by the workers. The company has differentiated its products by the use of modern technologies. The products of the company have become very competitive in the global markets due to their unique nature (Graves, 2006). Ethical implications
Managers should understand cultures of different communities before establishing mergers with companies located in different cultural environments. Opening subsidiaries in different countries requires understanding cultures of the customers in those markets. Adequate research should be done about the culture of the customers and matching them cultural needs to the products of the company. Communication between customers and the management should be enhanced in order to create understanding between the two parties.
Fitzgibbon, J. E. & Seeger, M. W. (2002). Audiences and Metaphors of
Globalization in the Daimler Chrysler AG Merger. Communication Studies, Vol. 53.
Graves, S. E. (2006). The Free Flow of (Digital) Information: the Apple
Computer Case. Justice System Journal, Vol. 27. Kabel, M. (January 5, 2006). “Wal-Mart CEO Expects Record Profits.” Deseret
News. Retrieved on December 1, 2009. Rownd, Mary & Heath, Christine (January 14, 2008). The American Marketing
Association Releases New Definition for Marketing. Retrieved May 26, 2010 from; <http://www.marketingpower.com/AboutAMA/Documents/American%20Marketing% 20Association%20Releases%20New%20Definition%20for%20Marketing.pdf.>
Willcoxson & Millett, B. (2000). The management of organizational culture.
Australian Journal of Management & Organizational Behavior, Volume 3, No. 2, 91-99.
My outline is attached
I have wrote above proposal and below is my instructor comment. I would like to base on my instructor comment write my final project
Instructor comment For the most part I understand what you are trying to do but it is not quite clear. As I see it you are dealing with marketing issues with DaimlerChrysler, Walmart and Apple. Niloofar, I will need to see the following information:-
More specific details of the problem (s) you are addressing. There should be no more than three and please try and write this one sentence for each problem.
More specific details of the theories you will address. You can include marketing theories but they must relate to cultural issues. Please select at least one of the theories from this module such as Hofstede and explain what you wish to test with it.
The countries where you will deal with. As the company’s you have selected are American I would suggest a comparison between the US and two other countries only.
You mention only one organisation “ Daimler/Chrysler whereas in the proposal you mentioned Apple. Please compare them as the first step.
>Second step “ define the problems “ these are not clearly set out here.
>Third step – apply theories learnt in this module. Hofstede is not enough on its own and we need another.
>Fourth step – apply it to certain countries. It is not clear which countries you are dealing with.
Refrence: Title: International Management 4th Edition
Author: Mead, R and Andrews, T.G.
ISBN: ISBN13: 978-1405173995 ISBN10:1405173998
Publisher: Wiley / Blackwell
Please let me know if you can write a final project with around 2000 word basd on my proposal and my instructor comment .
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