Doing global business always presupposes different kind of challenges. Entering a foreign market could make a significant impact on the whole marketing strategy of a company. Development of a successful market strategy means that all the peculiarities of another culture should be taken into consideration. The level of the cultural differences awareness can lead to success or failure in the global business.
One and the same product can be advertised in different ways according to the country it is going to be presented in. A good example is an advertising campaign of the popular European car Volkswagen Polo. In various countries it has specific differences in presentation. In Germany the Volkswagen managers highlighted the durability and individuality of the car. These characteristics are appreciated by Germans. In England the safety of the car stands on the first place, while Hungarians would definitely be interested in the cheapest car as Hungary is one of the poorest European countries. The advertisement for Italy even doesn’t have an image of the car; it only mentions the fact of fuel economy. Swedish society is influenced by women, who make car dealers invite them to promote their product in this country (Volkswagen.com, 2016). Nevertheless, in some cases companies use unified advertisements that could suit different cultures.
In this case, most of the Volkswagen Polo advertising campaigns was successful, which is due to the fact that the company managers made a profound research of the foreign market and all its peculiarities before entering it. The analysis of the culture, its traditions and specifics will definitely lead to great result in advertising any product.
Germany
UK
Hungary
Italy
Sweden
References
Volkswagen.com,. "Highlights < Polo < Models < Volkswagen International". N.p., 2016. Web. 4 Mar. 2016. http://en.volkswagen.com/en/models/polo/highlights.html
