Carrefour is a large retailer that operates stores around the world. These stores combine grocery with a department store and are known as hypermarkets. The company started in France, moved across Europe and has expanded around the world. The company faces many international complexities due to culture, language, different economic, political and legal systems and there is also the variations in the infrastructure in some countries which presents logistical challenges. Companies like Carrefour leverage local partners in order to successfully enter new markets – drawing on their expertise to assist in adjusting to different cultures (Baack, Czarnecka and Baack, 2019). Explain and evaluate the different strategic options available for entering new markets and make recommendations for market entry for the following products.
• A Mexican salsa product to be sold in the UK
• Automobile batteries from France to Turkey
• Tennis equipment from Japan to South Korea
Explain two models (theories) which help to marketers to understand cultural difference. Use these to compare and contrast the market for jewellery in two countries.
How do cultural values affect consumer behaviour and marketing? Explain why international marketers must consider standardisation vs adaptation in the marketing mix; using research give at least two examples of brands standardisation or adaptation in practice – your answer should highlight specific elements of the marketing mix (4Ps) and you may not use case studies which have been examined in class.
