Consumer Culture Positioning: Global, Local and Foreign Strategies

Write an essay on one of the following topics. All carry equal marks.

Topics

1. Consumer culture positioning: Discuss the similarities and differences between global consumer culture positioning, local consumer culture positioning and foreign consumer culture positioning. Explain how each approach works in practice and illustrate your points with examples (citing your sources).
2. International market segmentation: Baack et al. (2018) describe six steps in international market segmentation for a firm with an existing product or service. Analyse each step in detail, include examples for illustration and discuss the challenges for each step (citing your sources).
3. B2B vs B2C segmentation: Baack et al. (2018) identify the factors of business-to-business segmentation in international marketing. Analyse each factor, use examples for illustration in each factor, and compare these factors with approaches in business-to-consumer segmentation (citing your sources).
4. International positioning: According to Baack et al. (2016), what are the four steps of international positioning and what factors must firms take into consideration at each step in this process? Analyse each factor and use examples (citing your sources) to support your answer.

Experts Answer on Above Questions on International Marketing

Similarities and differences between global, local and foreign consumer culture Positioning

Consumer culture positioning is defined as an international marketing strategy whereby the focus of the brand is on connecting its product with particular culture identity. The main purpose is to impact the ways in which consumers perceive a brand and associate it with local tradition or a culture. The three main approaches are global, local and foreign consumer culture positioning, and each of them communicates different identities to consumers.

Global consumer culture positioning

In case of global consumer culture poisoning, the brand is presented as a part of a worldwide consumer culture. The products are linked to International lifestyles, modernity, innovation and shared consumer aspirations. For example, Apple utilises its iPhone as a symbol of innovation, creativity and contemporary digital lifestyle across international markets.

Local consumer culture positioning

In local consumer Positioning, the brand is closely connected to the culture, values and traditions of a particular country or origin. The main emphasis in this strategy is on local relevance and it creates familiarity and belonging among customers. For example, Amul uses local culture positioning in India by associating it with Indian daily farmers and familiar Indian food habits. This strategy helps businesses in building trust and emotional connection because consumers better understand their own culture and experiences in the brand.

Foreign consumer culture positioning

In this particular strategy, the brand associates itself with a specific foreign country or culture. It utilizes the attractiveness, reputation, lifestyle or expertise of that particular country in order to influence consumer preferences. For example, IKEA utilises Swedish heritage as a part of its International brand identity. Its Scandinavian design and Association with Swedish lifestyle differentiates it from competitors.

Similarities and differences between the three approaches

The similarity between all these three approaches is the use of culture in order to create a distinctive brand identity and influence consumer perceptions. However the differences are mainly in the form of cultural association as the Global consumer Positioning utilises Global consumer culture while the local culture is being used in local consumer positioning. Similarly in the foreign culture, it is the specific foreign culture and values being used by the brand to target its customers.

How the strategies work in the international market

The selection of a positioning strategy is done by a company on the basis of its target customers, product identity and cultural Association they want to establish. When the company has to maintain a broadly consistent International identity, it utilises global consumer positioning in targeting its customers. For example the United colors of Benetton campaign communicates diversity and international unity through people from different cultural backgrounds. A brand in the local consumer positioning adapts its advertising to the domestic market. For example the association of Budweiser with small town American culture indicates the local culture being considered to target customers. In case of foreign culture, the company highlights a specific foreign culture as a part of its brand appeal. For example, Gucci’s association with Italian fashion and Prestige in the United States is a recognised example.

Conclusion

Global, local and foreign culture positioning are the three different approaches to international brand positioning whereby a shared international lifestyle is targeted in global positioning, a local culture identity is focused in local Positioning and a foreign specific culture in case of foreign position. Effectiveness of these approaches depends on how the chosen cultural identity matches with consumer expectations and the brand’s actual image.

Want Detailed Answers with References?

The above analysis on global, local and foreign consumer culture positioning along with key differences and their practical examples indicated important differences between all these approaches to marketing. If you are also looking for assistance with your marketing assignment involving analysis of different positioning strategies, visit our Ireland assignment help page to get a professional marketing expert today for your assignment. Also get access to solved answers from Maynooth University to know more about our experts.