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Marks and Spencer Enters China Final Case Study Assignment (Example)

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Marks and Spencer Entry into the Chinese Market Student’s Name Institutional Affiliation Using Hofstede's Model identify the cultural differences between British and Chinese consumers. What are the biggest differences and why are they important to understand when marketing internationally? According to 5D Hofstede’s model for cultural differences and analysis between Chinese and British customers the following items became openly apparent: The Power distance index which often reflects the level that the weak members of society conform and anticipate equal distribution of power was higher amongst Chinese compared to their British counterparts. Under individualism versus collectivism dimension the Chinese culture is more inclined to collectivism than individualism with the possible exception of those who live in Shanghai. The British culture is predominantly individualistic. Under Masculinity versus femininity criteria the Chinese culture seems gender neutral as opposed to the British one which glorified masculinity. Uncertainty Avoidance Index reflects the level that advertising in the country should be tweaked to conform to these identities (Tai & Pae 2001). References Chhokar J. S. Brodbeck F. C. & House R. J. (Eds.). (2013). Culture and leadership across the world: The GLOBE book of in-depth studies of 25 societies. Routledge.Jiao K. (2009). The Influence of Cultural Differences Between China and UK on Consumer Buying Behavior of Mobile Phones (Master). Bournemouth University.Menzies J. Alon L. & Dugosh J. (2013). Marks and Spenser enter China (1st ed.). Ontario: Richard Ivey School of Business Foundation. Retrieved from www.homeworkmarket.com M. Yang K. Wen X. Hu A. Barlett W. & Li L. et al. (2014). Targeting Chinese Consumers A Guide for UK Businesses 2014 (1st ed.). China-Britain Business Council. Retrieved from www.cbbc.org S. & Pae J. (2001). Localize Or Standardize in Advertising? Chinese Consumers’ Point of View. Acrwebsite.org. Retrieved 20 May 2017 from www.acrwebsite.org J. (2002). Global Pricing Strategies. Theoretical Concepts and Practical Experience (1st ed.). Munich: GRIN Verlag GmbH. [...]

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After reading the "Marks and Spencer Enters China" HBR case study (www.homeworkmarket.com please answer the following questions: 1. Using Hofstede's Model (as shown in Exhibit 4 and explained in further detail here: geert-hofstede.com identify the cultural differences between British and Chinese consumers. What are the biggest differences, and why are they important to understand when marketing internationally? 2. What considerations of style and design, color, and product quality did M&S overlook? 3. What factors influence international pricing decisions (that M&S should consider)? 4. What variables are important for M&S to consider when deciding whether to standardize or localize its global advertising and communication strategy?   Remember, your work should be single-spaced, 12-point Times New Roman (or similar) font, with 1-inch margins. Please copy-and-paste each question and place your answer below it. Since this is technically a final exam, you can allow for up to one full page length for each answer (for a maximum length of 4 pages total). You may use the material found directly in the case study, information in Chapter 19 of the textbook (it will be very beneficial if you read this chapter before answering these questions), or outside sources (but please cite accordingly) when answering these questions. Your work will be assessed on the thoroughness and creativity of your answers

Subject Area: Marketing

Document Type: Dissertation

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Words 1100

Pages 4

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Expert ASHLEYTO222

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05.21.2017

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