The Impact of Culture on Marketing Strategy Development

Topics: Marketing, Yangon, Culture Pages: 10 (2979 words) Published: June 18, 2013
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ASSIGNMENT 1May- 7 June 2013 |
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SUBJECT CODE| :| MGM700|
SUBJECT TITLE| :| SALES AND MARKETING MANAGEMENT – THE FUTURE WAY| LEVEL| :| MASTER’S LEVEL |

STUDENT’S NAME| :| KYAW KYAW HTUN|
STUDENT NUMBER| :| |
PROGRAMME| :| MBA |
ACADEMIC FACILITATOR| :| AUNG KYAW OO|
LEARNING CENTRE| :| PS BUSINESS SCHOOL, YANGON, MYANMAR|

Table of contents
Page number

Introduction4 1. The impact of culture on marketing strategy development4 1.1 Definition of Culture
2. Culture of Current Situation 5
2.1 Culture on Current Market
2.1.1 Political culture
2.1.2 Economic culture
2.1.3 Social Culture6
2.1.4 Technology culture
2.2 Culture of marketing mix 6
2.2.1 Product
2.2.2 Price
2.2.3 Promotion7
2.2.4 Place
2.2.5 People
3. Marketing Strategy Development7
3.1.Executive Summary
3.2 Target , Market and Positioning 8
3.2.1 Target
3.2.2 Market
3.2.3 Position
3.3 Situational Analysis (SWOT)8
3.3.1 Strength
3.3.2 Weakness 9
3.3.3 Opportunity
3.3.4 Threat
4. The impact of culture on marketing strategy implementation 4.1 Product
4.2 Price
4.3 Promotion
4.4 Place 10
4.5 People
5. Sales and Marketing Management 11
5.1 Sales
5.2 Marketing
6. Conclusion 12
7. References 13

Introduction
Culture has an impact on many aspects of consumer behavior, from service expectations to consumer innovativeness. It also has been suggested that an understanding of culture can assist in making marketing decisions, such as whether to pursue standardized or localized strategies – something that has been discussed recently in the context of retailing strategies (Mooij and Hofstede, 2002). This paper provides the impact of culture on marketing strategy development, and implementation of NOBODY Jean in Myanmar that is a fashion brand from Thailand. Myanmar is also one of the South East Asian countries (Wikipedia, 2013). Although there are many ethnic groups in Myanmar, most Myanmar people are wearing the Longyi. The current style Myanmar longyi came from India during colonial times, but it was preceded by a similar Myanmar garment called the Paso for men and Htamein for women. ( Irrawaddyblog , 2013) However, there is limited empirical research focusing on culture at an ethnic-group level and its impact on consumer behavior . The purpose of this study is to develop a marketing strategy between the two cultural differences by using the framework of help sheet community from Austrilia. . ( Ourcommunity, 2013)

1. The impact of culture on marketing strategy development
1.1 Definition of Culture
A lot of philosophers defined the definitions of culture and its consequences.  Whilst on the surface most countries of the world demonstrate cultural similarities, there are many differences, hidden below the surface. One can talk about "the West", but Italians and English, both belonging to the so-called "West", are very different in outlook when one looks below the surface (Terpstran , 1987). The task of the global marketer is to find the similarities and differences in culture and account for these in designing and developing marketing plans. Failure to do so can be disastrous. The integrated sum total of learned behavioral traits those are manifest and shared by members of society. (Terpstran , 1987) The culture of Myanmar has been heavily influenced by Buddhism. Burmese culture has also been influenced by its neighbors India, Thailand, and China ( Wikipedia , 2013 ). The typical garment of the Burmese is the Indian lungi or long gyia sarong worn by both men and women. This replaced the traditional paso for men and tamein for women by the 20th century. (Wikipedia, 2013) The female sarong (htamein) became shorter, no longer extending to the feet, but to the ankles, and the length of the...

References: Corporate Culture and Its Impact on Strategic Change, Conner Partners, 2010
Mooij, Marieke de and Geert Hofstede (2002), “Convergence and Divergence in Consumer Behavior: Implications for International Retailing,” Journal of Retailing, 78 (1), 61-69.
NOBODY’s Market Research by KhattarOo (2011)
NOBODY’s Profile by KhattarOo (2012)
Terpstra, V. "International Marketing", 4th ed. The Dryden Press, 1987.
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