MKT_359 Assignment 3 (KyleGring)

MKT_359 Assignment 3 (KyleGring) - Kyle Gring MKT 359...

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Kyle Gring MKT 359 2/2/2011 Assignment #3 Brazil Brazil was one of our top countries to expand into for the WePhone© based on their macroeconomic and socioeconomic factors. Now it is time for our company to look deeper into the country by looking at their cultural dimensions as well as finding out if there are any cultural issues for the sale of the WePhone©. It is vital to find out if the cultural dimensions might impact the marketing of our product in this country. Hofstede Cultural Dimensions Power Distance: According to Hofstede and Hall, Brazil has a significantly higher belief in power distance than our current operating country, The United States. Within Brazil there is a large power distance, which means that they believe that each person has a place in the social hierarchy and that authorities should not come under any scrutiny. By having a power distance in the upper bracket of 69, the culture may also believe that those who have social status have the right to use their power anyway they deem desirable Individualism: Brazil prefers collectivism as it is shown with a score of 38 which is completely opposite of the United States at 91. This means in Brazil, their culture supports a person’s obligation to the group such as organizations and institutions, and they place the utmost importance on belonging. Uncertainty Avoidance: In Brazil they prefer to avoid uncertainty. With a low tolerance for uncertainty they will try to control the level of uncertainty through rules and rituals. This is much contrasted to the United States which has a score of 46 as opposed to Brazil’s 76.
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Kyle Gring MKT 359 2/2/2011 Masculinity: Brazil is right on the border for masculinity at 49, which in turn means that they have a good balance between masculine traits and feminine traits. Long Term Orientation: Brazil is a culture that prefers the long-term orientation which means that they are focused on long-term success. They have a strong respect for tradition and they support a strong work ethic where their long-term rewards are expected for today's work.
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