marketing across cultures

Outline:

Introduction

o Introduce company and both your countries

o Introduce cw2 objectives

 Part I:

o Overview of cultures

o Cultural framework of France (language, education, attitude, religoun, values, aesthetics , material culture)

o Cultural framework of Egypt (language, education, attitude, religous, values, aesthetics , material culture)

o Mention hierarchy of needs (where to put Sephora on the hierchy of needs and explain why)

o Influence of cultural differences on the marketing mix ( how the difference of cultures of france and Egypt (collectivest) will affect the marketing mix.

o Standardize or adapt ( Sephora )

Part II

o Review of market entry strategies

 Which is appropriate to Choose for company

o ABC countries (for Egypt only), level of involvement (Egypt only) (address as risk assessment control, cost, and

involvement)

Part III

o Apply marketing strategy

o Product (SWYG, SWAG, GLOB) and communication strategy

 Conclusion

o Summarize ( relative summary)

3000 words