Brand Cultural Adaptations
Cultural adaptation is essential in determining a business’s success in the international market. It involves reorganizing the business to conform to the local cultural preferences (Barbu, n.d.). Local culture plays a significant role in determining how a company’s product is perceived in the market. When the product aligns with the expectations of the local culture, it is likely to penetrate the market easily. However, when the product maintains elements that are alien to the people’s preferences, it is likely to experience challenges selling. Additionally, cultural adaption for a brand is crucial to remain competitive in the market.
However, while cultural adaptation is vital, it must be approached with caution to ensure that the brand does not lose its identity. For a brand to successfully adapt to the international market without losing its identity, it is necessary to identify the vital factors that can be changed and the factors that must remain unchanged (Barbu, n.d.). Some elements that can be changed to conform to the local market include the language, mode of operations such as giving locals prayer holidays, and the mode of leadership. However, the company’s core values must remain intact to maintain its identity. Core values tend to differentiate brands from each other and enable consumers to identify with the values they prefer (Barbu, n.d.). This is why some companies like Apple have maintained their strong identity in the international market. Conclusively, each brand must undergo cultural adaptation to conform to the local culture but be cautious about maintaining its core values which define its identity.
Customer Satisfaction
Customer satisfaction is vital for a brand to determine whether it meets the local expectations. Customer satisfaction can be determined through interviews or questionnaires on the local consumers on whether the product meets their preferences (Fan et al., 2021). While McDonald’s has been proficient in maintaining its identity, it has prioritized keeping local values by adopting a local menu. For instance, in Israel, almost 90% of all the restaurants are certified kosher (Jeong and Jang, 2020). It is, therefore, a culture crucial for the local market, and international brands ought to adapt. However, while most of the dishes served at McDonald’s are not kosher certified, the brand has some kosher restaurants operating in Israel. Additionally, all the meat used in all the McDonalds in Israel is kosher certified. Furthermore, McDonald’s ensures all its kosher restaurants are closed on Jewish holidays and the Sabbath (Jeong and Jang, 2020). This strategy has ensured the company maintains its identity while promoting local values. It is necessary to research customer satisfaction by asking the local customers whether the brand meets their local values.
Training of Staff
Adopting the international market is one of the significant challenges that many global corporations experience. Inadequate staff training is a leading problem that hinders the ability of a company to adapt to the various cultures in the international market (Jawad, 2020). Therefore, global brands must focus on training their staff to adequately equip them with knowledge regarding the dynamics of the international market. Training is essential in enabling the employees to develop tolerance towards other cultures and be socially sensitive. Additionally, training is essential in ensuring that the staff gains the confidence necessary for interacting with customers from other cultures (Jawad, 2020). Confidence enables employees to make independent decisions that are ethically valid and promote the interest of the company. Furthermore, training offers employees the knowledge of handling change and the willingness to take risks that improve the company’s relations with its international customers.
The most effective training method to prepare employees for international assignments combines documentary and cultural simulation training models. Documentary training involves teaching the staff different cultural values theoretically (Effective training for international assignments, n.d.). This training mode exposes the staff to the cultural preferences that are acceptable in certain cultures and unacceptable. After the employees have been subjected to documentary training, cultural simulation should be employed. This form of training allows the employees to exercise their knowledge of cultural sensitivity by simulating an interaction between the staff and members of a specific culture and making culturally sensitive decisions (Effective training for international assignments, n.d..). This form of training will enable the organization to determine whether its employees are well-equipped to handle international customers or whether there are areas that need improvement.
International Market Research
While expansion in the international market is often an objective of many companies, they must conduct adequate research regarding the region before venturing into that market. Research is essential in identifying all the factors the organization needs to consider to succeed in the market (Watson IV et al., 2018). This research should focus on the sales strategy that are preferable in the region, the culture and local values of the region, the laws, and the ideal promotion strategies. Additionally, adequate research is necessary to identify the level of competition and the market gaps that the local companies have created. Besides, adequate research is vital in preparing the company for unforeseeable challenges that might develop when operating in the region.
The vital step in conducting adequate market research regarding a region of interest is identifying the key issues that run the market. These issues are essential in enabling the company to develop its objectives accordingly (Watson IV et al., 2018). Additionally, it is essential to identify the cultural values and preferences of the people. This step is necessary for the company to redesign its operations and products according to the people’s expectations. The company needs to identify the cultural practices that contradict its values and find ways to align with them (Watson IV et al., 2018). Lastly, the company should develop a business plan based on the research findings and create practical mechanisms for implementing the plan.
Reference List
Barbu, C., n.d. Cultural adaptation of products. Web.
Fan, A., Van Hoof, H. B., Dou, X., and Serrano, A. L. (2021) The impact of linguistic style on customer satisfaction: a cross-cultural empirical study in Ecuador.International Hospitality Review. Web.
Jeong, E., and Jang, S. (2020) Kosher labelling in restaurants: Examining the healthy halo effect.Journal of Foodservice Business Research, 23(1), 46-56. Web.
Jawad, A. M. (2020) Managing international assignments (expatriates and inpatriates): Effect of cultural diversity.International Journal of Business and Management, 15(12), 78-92. Web.
Lumenlearning, n.d. Effective Training for International Assignments | Principles of Management. Web.
Watson IV, G. F., Weaven, S., Perkins, H., Sardana, D., and Palmatier, R. W. (2018) International market entry strategies: Relational, digital, and hybrid approaches.Journal of International Marketing, 26(1), 30-60. Web.