Marketing Across Different Cultures: A Case Study of UK, USA and India

Abstract

Culture has a significant effect on businesses operations; particularly the marketing mix of many Multinational Corporations (Schmidt, 2010). The aim of our report is to investigate the definition of culture, its source and its effect on the marketing mix of a company. Our study will centre on Whirlpool (a home appliance company coming out of the US) and three of the markets in which it operates in; India, UK and the home country USA (Whirlpool Corporation, 2012).As the company produces many products, our focus will be on washing machines. Theories around understanding culture and product analyses such as Hofstede’s cultural dimensions and the seven P’s of marketing will be used to conclude what aspects of culture need to be studies carefully to successfully enter a new market.