Cross-Cultural IMC Analysis

However, American companies facing the anti-American feeling should find strategies to minimize this vice. The companies should first identify the cause of the anti-American sentiment and then find a strategy of reducing it. Policies and power of US are the main triggers of anti-Americanism. Most countries feel that the United States is doing too little in solving world problems and supports policies which tend to increase the global gap between the rich and the poor. American companies experiencing anti-Americanism should incorporate the government in ensuring that the policies they have put in place don’t harm civilians. The success of Benihana was brought about by the unique experience in their service by combining entertainment with dining and food preparation. This resulted in high profits and prompt expansion of the restaurant which resulted in the opening of several branches in the region.

By having chef cooking outside, created enough room for the restaurant to offer more attentive services inside the restaurant. Furthermore, the highly skilled chefs and the creative marketing strategy were the key contributors to the restaurant success. Identify the core target audience for Benihana. Compare and contrast the story-telling approach used by the sake industry in Japan to how alcohol tends to be promoted in the United States. Storytelling is a mean of communication which involves numerous forms depending on the medium. In a nutshell, it is an essential way in which people perceive the world and share knowledge amongst each other. It is an effective way of attracting new customers as well as retaining the existing customers. Storytelling can influence the identity of a product, change the image of the product and create the value of a product.