Selected Aspects of Cultural Differences and their Influence on the International Marketing Mix

Culture is an important business element which can make the difference between success and failure for businesses that will expand abroad. The differences between two cultures do not have to vary to a large extent, but they still have to be considered. Hence knowledge about culture plays an important role in a company's decision making process. This master thesis is focused on selected aspects of cultural differences and their influence on the international marketing mix. The first part of the thesis contains a theoretical overview of culture and some of the main research which has been done through history: Hofstede and Trompenaars. Further on theory about Philip Kotlers' four P's are discussed, as well as how the culture elements influence the international marketing mix. The practical part consists of a case study of the international marketing mix Häagen-Dazs uses on the Chinese market. It starts with general knowledge about Häagen-Dazs, their products and their strategy in the United States. Then it continues with basic information about China, Chinas' history and culture which is relevant to understand the changes Häagen-Dazs have made on their marketing mix used in China. Further analyses of Häagen-Dazs' marketing mix on the Chinese market is discussed. The emphasis is put on the elements which are adapted to the Chinese culture and why these changes were made. The practical part also includes Hofstede's analyses about China and sees if these analyses are applicable on the marketing mix that Häagen-Dazs use. As a closure of the practical part further recommendations for Häagen-Dazs' in China have been conducted with emphasis on adaption to the Chinese culture.