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Impact of Culture on Marketing

  1. The impact of culture about how the merchandise or services might be promoted in various areas around the world.

Nando's is a multi-national food chain restaurant with thousands of restaurants across the globe. Nando's are a South-African food string that has expanded globally over the last 15 years. The Impact of culture about how this food product/service has been viewed in a variety of countries surrounding the world had at first had a poor impact when Nando's first tried to develop to different countries.

When expanding a company internationally one of the key targets to making a direct effect on the marketplace is to consider that countries culture. This is what Nando's failed to do and hence cost the in terms of how fast the company expanded.

It has rigidly and excessively stuck to its commercial culture exhibited in South Africa. It didn't remember that South African's national culture is not the same thing as what is applicable in countries in Western and Asian areas. ("Cross Cultural Management Statement On Nandos Cultural Studies Essay")

A time when Nando's did adjust their service or product with an impact on a specific culture was when they collectively targeted people in Saudi Arabia during Ramadan. The business knows that during the month Ramadan occurs, Muslim people do not eat during sunshine as it is part of there religious beliefs. Nando's open up there restaurants right up to midnight to provide an improved service to the clients as they feast at sundown. This year's Ramadan will run from Friday 26th of May till Sunday 24th June.

With Social websites coming to the forefront of conversing today that's where Nando's do the majority of their advertising as it costs significantly less than any other source of advertisement. The situation with this is when Nando's produces and advertising online it must cater for all the different civilizations of the countries where they have restaurants in and countries they wish to expand to. They must not cause worldwide unrest.

A time when the food chain did result in a huge global social problem was on March 26th 2016 when the released a newspaper print advertisement that was at the English Daily newspaper. The printing read:

"We don't brain if you touch our buns, or breasts, or even our thighs. Whatever you're into, enjoying any Nando's meal with the hands is always suggested, " browse the advertising campaign. The headline read: "Try something you can grab with both hands".

Source: ("Nando'S Cheeky Print out Advertising Stirs Up Trouble; LEADS TO Public Apology")

This little piece of advertisement placed within an English papers grabbed headlines in India it was that controversial. This issue was included in the indianexpress. com

Nando's received severe backlash from people on social media as many folks viewed this as being sexist towards women. This led to Nando's issuing an apology to its supporters.

Source: ("Nando'S Cheeky Print Advertisement Stirs Up Trouble; LEADS TO Public Apology")

This is merely one cultural concern that Nando's acquired wrong when marketing not only in the united kingdom but internationally that had a poor influence on customers. This shines the company negatively that will see customers and customers boycott the brand thus, delays the business from growing and building ethnical associations with countries.

  1. The Impact of culture on how an company might be supervised from a HR perspective.

When a business keeps growing internationally, culture must be instilled within the central of an organization. Culture is a huge part of business, especially big international companies as it is difficult to take all the determinants of culture into account of a complete country, you've got to ensure you aren't insulting anyone and all the obstacles have been efficiently fixed.

The norms of culture are: religion, political & economic philosophies, education, terms and social structure. The norms and ideals of culture evolve overtime.

It is essential a manger explains to their workers what these ideals and norms are so that they can carry out their duties how the mangers want the company to be seen by its customers.

The Nando 's management in the Southern African headquarter got given no room for the management of its companies in other countries to operate readily this has given them no room for progressive tactical marketing planning in observance to the environment where they operate in.

The nationwide culture of South Africa has greatly inspired the organization culture of the Nando's group and it thus constituted a negative impact when its adherence and transfer to other national culture that is not compatible, led to the unprofitable business procedures in these countries. ("Cross Cultural Management Article On Nandos Cultural Studies Essay")

  1. The impact of culture on issues such as discussions with local suppliers and realtors.

Nando's are a company that basis themselves on offering their customers with fresh never iced chicken but it has come under scrutiny.

Nando's came up under fireplace in 2013 when a Daily Mail reporter wrote articles explaining the "full story" about "why Nando's hen isn't as wholesome as you think" (Daily Email, 2013). They recommended that Faccenda, one of Nando's main hen suppliers, stored the hens in poor conditions, ("Nando'S Ethical Practice AND EXACTLY HOW MAYBE IT'S Improved")

"these parrots will have been bred in hangar-like sheds, never arranging ft. outdoors in the six weeks it takes them to attain their genetically engineered slaughter weight. " (Daily Mail, 2013).

If this was through it could have a knock on effect when the business went to discuss with other suppliers and would maybe cause customers going elsewhere for natural fresh poultry. For instance Nando's main fresh hen suppliers (uk) as placed on the website are: Cargill, Moy Playground, Faccenda, Freemans of Newent and 2sisters. The other suppliers of the fresh fowl may boycott the business as they don't really want to be labelled with suppliers such as Faccenda as it might have repercussions on their trade in the future. This may leave Nando's with suppliers cancelling their trade contracts.

Another impact this may have with negotiations with local suppliers and agents is with this informative article being released the other suppliers may demand more income as they are supplying totally fresh chicken compared to Faccenda suppliers.

Nando's also arrived under scrutiny in 2014 when the guardian released an article questioning how moral Nando's is. Just lately the Enthoven family, who possesses Nando's, has been found to truly have a secretive offshore 750m trust found in a Route Islands. This just offshore trust means that family can avoid UK inheritance taxes on almost all their bundle of money (The Guardian, 2014). However the restaurant group remarked that they paid 12. 6m in UK corporation tax this past year. This also could experienced a direct effect on Nando's when they want to expand in the united kingdom in terms of taxes and the relationship with the government.

  1. Suggestions

Nandos activities on social advertising is one of the main areas that should be adjusted in order to entice more folks to consume in their restaurants. Social websites connects everyone around the world. People of all cultures so Nando's must be cautious want content/ads they release online as it could be viewed as funny by one land and disrespectful by another. Nando's is known for launching these questionable adverts around the world. From my studies this is the main area the business needs to modify or rethink. Whoever looks after the social press on behalf of Nando's make sure they have the required training it requires to operate these information.

From my results another area I haven't stated a great deal is the Nando's menu. It really is almost the same all across the earth. 90% of the menu is the same as it is here now in Ireland. I believe a good idea is always to expose more types of food options on menus in countries predicated on the culture of the country that Nando's operate in. For instance: India already has 5 restaurants, with Nando's planning on expanding their. Integrate Indian delicacies to the menu to appeal to that country to try entice more of the local people that are not supporters of the Portuguese food Nando's help.


Leigh, David, Adam Ball, and Leila Haddou. "Nando's Using Secretive Duty Haven Trust IN ORDER TO AVOID Inheritance Tax Bills". the Guardian. N. p. , 2017. Web. 10 Mar. 2017.

"Nando'S Honest Practice And How MAYBE IT'S Improved". rmtheory2practice. N. p. , 2017. Web. 10 Mar. 2017.

"Nando'S Cheeky Print Ad Stirs Up Trouble; LEADS TO Public Apology". The Indian Express. N. p. , 2017. Web. 3 Mar. 2017.

"Cross Cultural Management Survey On Nandos Cultural Studies Article". UKEssays. N. p. , 2017. Web. 3 Mar. 2017.

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