Cultural Marketing Strategies Comparing Marketing

Cultural Marketing Strategies

Comparing Marketing Between Japan and the United States

The differences between cultures has a very significant impact on how the same products are marketed across various nations and regions. Comparing the marketing of Nike and Mercedes in Japan vs. The United States shows how drastically different these cultures are, and how global brands have a carry-over effect from one national culture to another (Bengtsson, Bardhi, Venkatraman, 2010). The continued growth of global brands indicates how quickly globalization and social networks are making the proliferation of brand messaging and positioning (Czinkota, 2011).

Analysis of Nike and Mercedes In Japan vs. The United States

To fully appreciate the differences between the Japanese and American cultures, the Hofstede Model of Cultural Dimensions has been used (Hofstede, McCrae, 2004). The basis of the Hofstede Model are five cultural dimensions that have proven to be highly reliable in defining differences between cultures. Comparing Japan and the U.S., as is done in the figure to the right shows just how different each culture is. This has major implications for Mercedes and Nike when marketing into each nation.

The first dimension is Power Distance Index (PDI) and reflects the extent to which less powerful members of organizations accept the unequal distribution of power (Minkov, Hofstede, 2011). The Japanese are more accepting of PDI, and therefore Mercedes and Nike both would stress more of the collaborative, group-based activities and values. The most significant differences between the two cultures are on the Individualism (IDV) and Long-term Orientation (LTO) dimensions. This translates into completely different marketing programs for Mercedes and Nike in Japan. IDV skyrockets in the U.S. which is supported by the concept of rugged individualism and taking care of one's own family (Minkov, Hofstede, 2011). It's nearly the opposite in Japan, where communities care for each other, showing IDV to be a measure of collectivism and collaboration over individuality (Hofstede, McCrae, 2004). For Mercedes, the brand in Japan would need to stress a wealthy homeowner or land owner using their new car to help their neighbors and those around them who are not necessarily relatives. In the U.S., the Mercedes brand has quickly become a symbol of individual achievement, status and financial accomplishment. As a result, the Mercedes brand means something completely different in Japan than it does in the U.S. On the Long-Term Orientation (LTO) and Uncertainty Avoidance (UAI) areas of the model, Japan far outpaces the U.S. For Mercedes and Nike, the safety and security of their brand need to be brought out in branding and advertisements, while in the U.S., the focus can be more on short- to midterm gratification and positioning each product as a reward for accomplishment.