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Cultural identification is a common problem for global business

The idea of globalization and development in the changing world has greatly damaged the concept of cultural personality in specific areas about the world. Regarding to Jameson(2007), culture is "the coherent, learned, distributed view of a group of folks about life's concerns that ranks what is important, furnishes attitudes in what things work, and dictates behavior" (p. 210). However, the changes as a result of the internationalization techniques in the industrial sector undoubtedly makes the bond between every culture much better than it was ages ago. In outcome, it is essential for multinational companies to have a good understanding of culture. In fact, a corporation which knows the importance of culture is more like to be successful in the market because they understand customers needs, to allow them to create and promote their products within an appropriate way. McDonald's experiencing falling profits is wanting to appeal to new target markets. They have become aware that people, especially among the high class are moving towards healthier living. Because of this, the company altered its menu to provide its customers with healthy food alternatives. Furthermore, McDrive, which is located near highways, offers a drive-through take-away service. McCafea, a cafe-style accompaniment to McDonald's restaurant concentrate on middle class market by supplying a space to chat over a cup of coffee and goodies˜ Barlett, 2004˜. On the other hand, it places a considerable importance for the organizations to know an array of it rather than just focus on some popular aspects such as gender and language.

One of the key components of ethnic identity is school. Regarding to Jameson (2007˜p. 212)˜class, such as monetary, public and educational category often defines groupings of people who discuss common values, action and attitudes. For example, students and white-collar workers have different income levels and purchasing power. Students are money-conscious, they prefer mid-price products. However, white-collar staff tend to be time-conscious, they like a service that may save time. For instance, Starbucks spent some time working out the ways of broaden its market by firmly taking account of class. As reported by UW Business School (2003), Starbucks has set up cafes and carts in nursing homes, banks, office complexes, supermarkets and shopping malls. Customers with various patterns features have the ability to experience Starbucks anytime and anywhere. What is more, Starbucks has other circulation agreements including office espresso suppliers, hotels and airlines. This offers a good opportunity to promote its brand and broaden its market to focus on different customers. Thirdly, to be able to broaden its market in Australia, for example, to focus on customers needs, Starbucks launched a line of packaged and ready teas and caffeine in response to the growing demand from business people. Because of its convenience, they can take packed products in their hand bags. Nowadays, when you go to the store, you'll also find non-caffeine beverages, such as drink and herbal tea, that happen to be loved by students and females. More alternatives, such as fresh desserts and soup of your day attract public group's interests. The company's specific id in class aspect helps it meet various customers needs. However, course is not really the only point they concentrate on, others such as geography is taken into consideration as well.

Apart from category, people may also behave diversely as geography changes. Corporate strategy and decision making often consider cultural dissimilarities such as regional or density distinctions. For instance, they could speak different languages and have various taboos and life-style. As Starbucks has extended to marketplaces beyond the U. S. , the business is respectful of each new place. One of the biggest talents for Starbucks has been locally highly relevant to provide a constant experience for customers. Starbucks modify their store environment and customer experience in a variety of ways to value the local communities throughout the world. Firstly, Starbucks caters to the local's preference by changing menu sometimes. For example, in China, the business sell mooncakes during the Mid-Autumn Happening. In Thailand, they get curry grain, while in Australia they may have various berry pies that happen to be popular in Australia. Additionally, it is important for customers to bring souvenirs from Starbucks which have local symbols. For example, in Brisbane, customers can choose vacuum cup with "Brisbane" company logo. Secondly, the company adjusts the opening and final time which depends on local customers' practices. For example, the operating time of Starbucks in Australia is 6am-9pm on weekdays, however, it is 8am-9pm in China. Associated with that western people like to have caffeine and dessert before going to work, however, Asia people prefer to have congee and aspect food at home. Furthermore, corresponding to UW Business School(2003), reasons scheduled to community concerns such as area impact on Starbucks stores' design. In Australia, you can find Starbucks in shopping mall with fashion design, however, an absolutely different Starbucks called "Starbucks Drive Thru" can be found at Mt. Druitt. Also, one of the chain stores which is at a traditional place called "Forbidden city" in China is in Chinese language traditional style. Generally, according to Jameson (2007), geography creates social groups however, not only in conditions of nationality.

In summary, social identity places a significant importance in global business. Characteristics of folks from different communal and cultural backgrounds, for example, class and geography have become the popular concern the company cares about. School shows how clients' behaviour changes as their status changes, however, geography shows how culture differs as the area changes (Jamesone, 2007, p. 212). All of the actions based on culture identity used by Starbucks have a powerful effect on its business not only in Australia but round the world (UW Business School, 2003). Finally, the knowledge of cultural individuality helps the organizations broaden their market and meet customers needs and make more revenue.

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