Hsbc Funny Culture Ads Subway Bart Golf
In 2011, U.S.-based Target bought 124 former Zellers stores across Canada. On the surface, this looked to be a smart move; most Canadian consumers were already familiar with the Target brand, and our language and cultural similarities, along with our geographic proximity to the U.S. made Canada a natural extension for the popular American retail giant. However, less than two years after launching, in April 2015, Target had closed up shop in all its Canadian locations. Their investment of over $4 billion dollars turned out to be an enormous failure. So why did Target fail in Canada?
Watch this video to see:
Which of the above reasons do you think played the biggest role in Target's downfall in Canada?
Recipe for a Global Brand
In a series of commercials, HSBC promoted themselves as "the world's global bank" by highlighting differences in culture between countries. Watch the video below:
Many of the activities employed to launch a product in an international market are the same as those used in a domestic market. However, a critical amount of time must be spent translating both figuratively and literally to ensure the company is locally relevant to its consumers. Here are five important steps involved in establishing a successful global brand (Henchman: International Expansion):
- Choose Your Target Markets Carefully
- Make Use of Local Knowledge
- Teamwork at the Ground Level
- Adapt to the Local Culture
- But Don't Adapt Beyond Recognition
Choose Your Target Markets Carefully
Before expanding, it is essential to thoroughly research the market. Know the local competitors, and the local customs and regulations, and how these will impact your business. Know the consumers so that the level of demand for your product can be gauged.
After earlier unsuccessful attempts at entering the Asian market, Taco Bell recently managed to successfully expand their brand to South Korea. Consumers were identified as having a strong appetite for novel western dining experiences and buzz was created through the use of influential "power bloggers" in the country.
Make Use of Local Knowledge
No amount of research can make up for this. Partnering with local experts is one of the best things you can do to avoid cultural misunderstandings of translation mistakes.
Wal-Mart pulled out of the German market with an estimated loss of $1 billion. If they had researched the local consumers better, they would have known that German shoppers prefer smaller shops, are skeptical of low prices, and the U.S. style of customer service a little overbearing.
Teamwork at the Ground Level
Having local teams on the ground making the decisions about how to deliver your brand to the local market is one of the best ways to increase your chances of success.
Coca-Cola employs this strategy in their "Think Global, Act Local" approach. It seems to be working as Coca-Cola is available in nearly every country in the world, and 80% of their sales are derived from outside the U.S.
Adapt to the Local Culture
A successful domestic business model can't simply be transplanted into another country. Different cultures, customs and habits can all impact the success of your business. You need to recognize the role your business can play in the market and adapt it accordingly.
When eBay first entered the Chinese market, it failed to take into account the way business is done in China. Chinese buyers want to build trust with sellers through direct contact rather than relying on other users' reviews; thus they preferred a local competitor that incorporated an instant messaging function.
When eBay relaunched in China after this initial attempt, they focused instead on helping domestic sellers market their products to international consumers.
Below, a laptop screen shows the homepage of Taobao.com, an online shopping website in China similar to eBay:
But Don't Adapt Beyond Recognition
You need to adapt your business to meet the needs of a foreign market, but if you make too many changes you risk losing what makes your brand unique.
When Subway first entered the Japanese market, they tried so hard to adapt their menus to the Japanese culture that they became essentially unrecognizable. They have since returned to their six-inch and foot long sandwiches and basic menu structure, with a few cultural adaptations:
International Marketing Issues
Many factors must be taken into consideration when introducing and marketing a product in a foreign market. The University of Southern California has a great resource that describes some of these factors. They have been summarised below and are available here as well.
Differing Needs and Wants
In Canada, cars are considered a transportation necessity, but they are impractical to drive in Japan, and thus cars serve as more of a status symbol or individual indulgence. In Canada, fast food and instant drinks like Kool Aid and Tang have the benefit of being convenient; in other countries they represent more of a treat. It is important to conduct market research in order to identify consumers' motives, desires, and expectations in buying a product.
Language Barriers
Advertising has to be translated, not just into the generic language category, but also into the specific version spoken in the region. Spoken Chinese, for example, is divided into five main dialect groups.
Cultural Barriers
Subtle cultural differences may make an ad that tested well in one country unsuitable in another.
For example, an advertisement that featured a man walking in to join his wife in the bathroom was considered an inappropriate invasion in Japan. Symbols, humour, and values all differ extensively between cultures.
Local Attitudes Towards Advertising
People in some countries are more receptive to advertising than others. While advertising is accepted as a fact of life in North America, some Europeans find it too crass and commercial.
The following video compares how the importance of seatbelt use is communicated to audiences in the U.S. versus Europe:
Media Infrastructure
Cable TV is not well developed in some countries/regions and not all media in all countries accept advertising. Newspapers have a higher reach than television or radio in many parts of Latin America.
Advertising Regulations
Countries often have rules concerning what can be advertised and how. Comparative advertising is banned almost everywhere outside the U.S. Holland requires that a toothbrush be displayed in any advertisement for sweets. Some countries require that the advertising shown must be produced within the country.
Source: https://lah.elearningontario.ca/CMS/public/exported_courses/BBB4M/exported/BBB4MU03/BBB4MU03/BBB4MU03A05/_content.html
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