Marketing Across Different Cultures. Whirlpool Washing Machines in the UK

Research Paper (undergraduate) from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: Distinction, University of Hertfordshire, course: MS, language: English, abstract: Culture has a significant effect on businesses operations, particularly the marketing mix of many multinational corporations.The aim of the 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 from the US) and three of the markets in which it operates: India, UK and the home country USA. As the company produces many products, our focus will be on washing machines. Theories around understanding culture and product analyses such as Hofstedes cultural dimensions and the seven Ps of marketing will be used to conclude what aspects of culture need to be studied carefully to successfully enter a new market.