BU7411 International Marketing Strategy Assignment Sample


In today’s world, International Marketing is one of the most important pathways for an industry to run widely at the international level.

An industry be it a portion of food and drink or something else has to face some obstacles while adopting strategies to become a part of the global market. Our company ”XYZ” in London has been facing some issues related to cultural factors along with both positive and negative aspects of the marketing area will be described in this report.

In respect of this, Hofstede’s and Edgar Schein’s Cultural Models will be described to understand the differences and tendencies of the customers.

Cultural Models

As a marketing consultant of the company ”XYZ”, it is my responsibility to provide a clear conception of both the plus and minus factors of international marketing strategies. In connection with this, Hofstede’s and Edger Schein’s cultural models will be discussed adequately.

Hofstede’s Cultural Dimension

Power Distance

High Power Distance indicates the superiority among the people according to their positions.

It shows the inequality among people while Low Power Distance is a weapon to minimize the inequity among the employees (Huang & Crotts. 2019).http://BU7411 International Marketing Strategy Assignment Sample  Thus it reflects both the connection and differences between these power distances.

Individualism versus Collectivism

Individualism deals with an individual’s desire to gain a higher position as a personal achievement. On the other hand, Collectivism demonstrates the picture of a total effort made by a group or team to accomplish success.

Uncertainty Avoidance

This stage defines the difference between high uncertainty and low uncertainty avoidance by expressing the two briefly.  High uncertainty avoidance reduces the risk of high-level uncertain or unspecified situations (Andrijauskienė & Dumčiuvienė. 2017).http://BU7411 International Marketing Strategy Assignment Sample On the other side, low uncertainty avoidance increases the probabilities of upcoming problematic situations.

Masculinity versus Femininity

It reflects the dissimilarities between the two genders as masculinity is the symbol of high professionalism and worldly attainments.

On the other hand, femininity is meant for a life with caring and concerned characteristics. Thus it is a great factor in the cultural scenario of a country.

Long-Term Orientation versus Short-Term Orientation

This stage is another aspect to differentiate between long-term and short-term achievements. As long term orientation deals the future projects and prioritizes future consequences as an upcoming success (Beugelsdijk  & Welzel . 2018).http://BU7411 International Marketing Strategy Assignment Sample But, short-term orientation focuses on the present time positive outcomes by executing the current projects properly.

Indulgence versus Restraint

This dimension is the picture of the social tendencies on the perspectives of leading life along with maintaining social rules and regulations. Indulgence is a matter of enjoying life while restraint is the fact to make a balance within everything.

Thus these cultural dimensions are deeply interconnected with all the cultural issues and conditions of a country.

Edgar Schein’s Cultural Model


This dimension is connected with various artifacts of an industry with its internal factors such as interior decorations, employees’ dress-ups, and so on. These are the important matters to create a sense of organizational culture.


Values are something that needs to be existing in the industry while performing national or international marketing. Its main purpose to portray the thoughts of the management and its beliefs while running the company (Coghlan . 2021).http://BU7411 International Marketing Strategy Assignment Sample The company has to maintain ethical terms and conditions.


This stage deals with the capacity of the assumption power of the employees. It is a technique that reflects the power of assuming a future risk that helps the employees to understand unknown situations (Edeh et al. 2020).http://BU7411 International Marketing Strategy Assignment Sample  Thus they can make themselves prepare for the consequences.


Evaluation and analysis are interconnected with each other to create awareness about the question arising areas while performing international marketing for an industry. It is also beneficial for the company to make a clear view of the most difficult portions.

In addition, it makes the company ready to enhance its management skills to perform better than before. Therefore the company from the food and drinks sector its priority is to keep a balance between quality and quantity.

Asif et al. (2018) stated that Hofstede’s model is undoubtedly reliable to analyze the cultural issues that come along with business strategies. Hofstede’s model shows a clear image of several cultural dimensions as it deals with various perspectives. The company can gain better knowledge by observing the power distance, individualism, and collectivism to make a clear concept over the power of equality and unity.

Besides these, the company can reduce gender discrimination by implementing equality between men and women. They can take advantage of the portion, long and short-term orientation to analyze their business planning. They also can be benefited from the uncertainty management step while pursuing their service globally.

They must follow the model to simplify their service structure as a food and drinks company to their customers. The company also be able to find out correct pathways by analyzing Edgar Schein’s cultural model as it reflects the values and the environmental factors in the industry.

The company can get a proper idea about the assumption capabilities of their employees as well. With all these advantages there are also some specific obstacles that the company has to face.


It is not easy to venture globally as there are a combination of different cultures with several preferences are existing. The food company has to create a balance among the preferences of all people. But it generates some problems while trying to maintain all these together.

Though the cultural models are genuinely grateful for the company still they have to put extra effort while serving all their customers beyond different cultural backgrounds. The company has to create a sense of impartiality among all its customers to get better feedback.

The company can make a huge profit as an international player but also has to fight against the drawbacks regarding cultural factors. Therefore the company must be conscious about the matters be it positive or negative to accomplish remarkable success.


The whole report is based on the cultural dimensions to understand the various factors related to the cultural models to understand international marketing strategies. In respect of these, the models based on the cultural dimensions have been described properly to get a prominent understanding of international marketing strategies.


Andrijauskienė, M., & Dumčiuvienė, D. (2017, October). Hofstede’s cultural dimensions and national innovation level. In DIEM: Dubrovnik International Economic Meeting (Vol. 3, No. 1, pp. 189-205). Sveučilište u Dubrovniku. Retrieved From: https://hrcak.srce.hr/file/276270

Asif, M., Xuhui, W., Nasiri, A., & Ayyub, S. (2018). Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Quality and Preference63, 144-150. Retrieved From: https://www.sciencedirect.com/science/article/pii/S0950329317301921

Beugelsdijk, S., & Welzel, C. (2018). Dimensions and dynamics of national culture: Synthesizing Hofstede with Inglehart. Journal of Cross-Cultural Psychology49(10), 1469-1505. Retrieved From: https://journals.sagepub.com/doi/pdf/10.1177/0022022118798505

Coghlan, D. (2021). Edgar Schein on change: Insights into the creation of a model. The Journal of Applied Behavioral Science57(1), 11-19. Retrieved From: https://journals.sagepub.com/doi/abs/10.1177/0021886320924029

Edeh, F. O., Ugwu, J. N., Ikpor, I. M., Nwali, A. C., & Udeze, C. C. G. (2020). Organisational Culture Dimensions And Employee Performance In Nigerian Fast Food Restaurants. GIS Business15(4), 43-69. Retrieced From: https://www.gisbusiness.org/index.php/gis/article/download/19748/14601

Huang, S. S., & Crotts, J. (2019). Relationships between Hofstede’s cultural dimensions and tourist satisfaction: A cross-country cross-sample examination. Tourism Management72, 232-241. Retrived From: https://123project.ir/wp-content/uploads/2020/12/Relationships-between-Hofstedes-cultural-dimensions-and-tourist-satisfaction-A-cross-country-cross-sample-examination.pdf

You Know More About Services :-

Leave a Comment