Effective Marketing Strategy for A Company Expansion
Effective Marketing Strategy for A Company Expansion in United Arab Emirates/ Dubai
“General overview of the cultural dimensions”
Many different cultural dimensions
study conducted to understand a culture better. The more common dimensions
include language, religion, food and nutrition, family and kinship, music and
dance, and art and architecture. By understanding the different cultural
dimensions, we can better picture how a culture functions.
Cultural dimensions of Hofstede are
concerned with "power distance, individualism, masculinity, uncertainty
avoidance, long-term versus short-term orientation, indulgence, indulgence
versus restraint, and self-control versus indulgence" (Keith, 2013).
Hofstede's cultural dimensions
framework is a theory that describes and analyzes cultural differences across
nations. The framework can be a valuable tool in learning about structure and
culture in different countries. However, the framework has limitations. It does
not consider economic or spiritual factors, nor does it explain the cultural
differences (Taras, 2017).
As a result, many different cultural
dimensions can be studied to understand a given culture better. More commonly
studied dimensions include individualism vs. collectivism, power distance, and
uncertainty avoidance. By understanding how a culture scores on these
dimensions, we can begin to get a better sense of the values and beliefs that
are important to them (Taras, 2017).
“Brief description about the country you have
selected for your company expansion”
Dubai, situated in the United Arab
Emirates, is a highly sought-after tourist destination globally, and for a good
reason. The city is home to some of the most iconic buildings and attractions
globally. Dubai is also a central hub for trade and commerce and is home to
several world-renowned businesses and organizations. In addition to its
thriving business and tourism industries, Dubai is also a major center for
media and entertainment. The city is home to many world-famous events and
festivals and is also a popular destination for filmmakers and photographers
(Davidson, 2021).
The metropolis of Dubai is the
largest city in the United Arab Emirates and a premier global city. Dubai has
developed into one of the Middle East’s most important banking and trade hubs,
a central transport hub (with its major airport the world’s busiest for
international freight traffic), it is one of the leading global names in
culture, education, media, fashion, and commerce (Davidson, 2021).
Thus,
Dubai has many attractions, and its strategic location makes it an ideal choice
for companies looking to expand their operations. With its strategic location,
world-class infrastructure, and pro-business environment, Dubai is perfect for
company expansion.
“Describe the cultural dimensions of both your chosen country and your home country”
Cultural Dimensions of
Dubai
The cultural dimensions of Dubai are fascinating and varied. The
city is home to people from all over the world, reflected in the many different
cultures that exist there. There is something for everyone in Dubai, from the
traditional Arab culture to the more modern Western influences. As a result,
there is a great deal of cultural diversity, and there is a significant amount
of tolerance for religious and cultural differences. The city is also home to
several iconic landmarks and attractions that will impress. Dubai is also a
cosmopolitan city, with a wide range of restaurants, hotels, and other
businesses that cater to a global clientele (Moghadam, 2021). Whether you are
interested in the history and culture of the UAE or you are simply looking for
a place to enjoy some fun in the sun, Dubai is the perfect destination.
According to Moghadam (2021),
Dubai’s cultural landscape is ever-changing. It consists mainly of
nationalities and ethnicities, bringing different cultures and traditions to
the emirate. The Emirati, who make up the majority of the population, developed
a unique culture, contributing to Dubai’s cultural landscape.
Cultural Dimensions of Jordan
The cultural dimensions of Jordan
are pretty diverse, with influences from both the East and the West. Jordan has
a substantial Arab cultural effect and Turkish, Persian, and African effects.
The country is relatively small, but its culture is rich. Jordan is home to
various cultures and traditions, including Kurds, Turkomans, and Palestinians.
There is also a significant Christian minority. This diversity is reflected in
the country's architecture, cuisine, music, and art (Harahsheh, 2019).
Therefore, the cultural dimensions
of Jordan are heavily influenced by Islamic traditions and values. There is a
strong focus on community and social cohesion, and people are expected to help
out their neighbors and treat others with respect (Harahsheh, 2019). The family
is the most critical unit in Jordanian society, and extended families often
live together nearby. Hospitality and generosity are highly valued, and guests
always feel welcome.
Jordan has a rich history and
culture, with several historical and archaeological sites and popular tourist
destinations. The country is home to different ethnic and religious groups,
each with its customs and traditions. Therefore, there are many cultural
dimensions to Jordan.
“Compare the country you have selected to your home country using Hofstede culture dimensions.”
There are many ways to compare and contrast the
cultures of Jordan and United Arab Emiratis by using the frameworks of
Hofstede's cultural dimensions. Having Dubai and Jordan as perfect examples of
two countries with significant cultural similarities and similar cultural
dimensions is highly beneficial. It helps identify and compare the similarities
and differences between the countries. Following are the comparison between
both countries:
“POWER DISTANCE”
Jordan
has a power distance score of 70, while the United Arab Emirates has a power
distance score of 74. Both countries have relatively high power distance
scores, indicating that power is evenly distributed throughout society and that
people are generally comfortable with authority. That means hierarchy is a
popular way of organizing people, reflecting inherent inequalities. In a
hierarchy, Subordinates typically expect to receive clear instructions from an
authority figure, which is often their boss or manager (Almutairi et al.,
2021).
“INDIVIDUALISM”
Jordan
has a low individualism score of 30. While the United Arab Emirates has a score
of 36, both countries have a relatively similar score which is considered
collectivistic societies. That means that people in Jordan are more likely to
be more group-oriented and care for the community, while people in the UAE are
more likely to look out for themselves and their interests. Loyalty is highly
valued in collectivist cultures, and generally, people in these cultures have a
long-term commitment to their groups, whether it be their family or other close
relationships (Almutairi et al., 2021).
“MASCULINITY”
Jordan's score of 45 indicates that it is a
moderately feminine society. Feminine societies concentrate more on the needs
of the family than on the needs of the individual. There is an emphasis on
consensus and group goals, where goals are more important than individual
needs.
In Dubai, masculinity is expressed more through
wealth and power. That reflects in the different economic statuses of the two
countries; Jordan is a developing country, while Dubai is a wealthy city-state
(Almutairi et al., 2021). However, UAE is higher than Jordan; it has an average
score of 52, which is considered a masculine society.
“UNCERTAINTY AVOIDANCE”
Jordan
has an intermediate score of 65. Jordan is a relatively uncertain country when
it comes to its future. Uncertainty avoidance is how people prefer familiar and
routine things and relationships and are averse to change and unpredictability.
Additionally, Jordan has limited resources, which could make it difficult for
the country to sustain itself in the future (Almutairi et al., 2021).
Uncertainty
avoidance is a concept that has been used to describe how people make decisions
and choices. It is believed that the individual has to consider all aspects of
the decision and be aware of all the possible outcomes. People are more likely
to undertake a task when they perceive they have choices over a particular
situation (Almutairi et al., 2021). However, The Arab Emirates has a high
preference for avoiding uncertainty, scoring 66 on this dimension.
“LONG TERM ORIENTATION”
Jordan has a score
of 16, which is known for its short-term orientation. That is evident in the
way that the country values tradition and continuity. In contrast, UAE has a
score of 22, which high than Jordan. That means that the country is focused on
the future and takes a long-term perspective. That reflects in the country's
focus on education, infrastructure investment, and commitment to sustainable
development (Almutairi et al., 2021).
“INDULGENCE”
Whereas Jordan has a low score of 43, it is pretty
traditional and reserved, and Dubai is quite the opposite. It's a city where
people come to indulge in all sorts of excesses and extravagances. There is no
shortage of ways to spend your money in Dubai, from the opulent hotels and
resorts to the endless shopping and dining options. Dubai is the place for you
if you're looking for a place to let loose and enjoy yourself (Almutairi et
al., 2021).
“Describe how your company could use the information you gathered to build an effective marketing strategy? Examples will help typify your points.”
An effective marketing strategy
considers the needs and wants of the target market and then creates a plan to
reach those individuals. Thus, not all marketing strategies will work for all
businesses, so it is crucial to tailor the strategy to fit the company and the
culture of its presence (Vasilikaris, 2022).
There are many ways to build an
effective marketing strategy in Dubai. The most crucial factor is to understand
the local culture and what appeals to the people of Dubai. It is also essential
to have a solid online presence, as many people in Dubai are highly connected.
Additionally, traditional marketing channels such as print and television can
effectively reach the local population.
Here are detailed steps for building
an effective marketing strategy in Dubai with examples as follows:
1- Creating culturally specific
marketing campaigns, developing products and services that appeal to the local
market, and providing training to employees on how to best interact with
customers from Dubai (Bournias et al., 2022).
2- Catering to the needs and wants
of the local people. For example, they could create advertising and marketing materials
specifically designed to appeal to the local cultures. Additionally, they could
hold events and promotional campaigns aimed at the local market to reach a
wider audience (Bournias et al., 2022).
3- Catering to the cultural
preferences of the target market. For example, the company could focus on
marketing products and services that are in line with the Islamic values of the
target market or that are seen as luxurious and extravagant. Additionally, the
company could use popular marketing channels in the region (Bournias et al.,
2022).
4- Using it to segment the market,
target the right audience, and create customized messages. For example, the
company could segment the market by geographical areas, income levels, or
cultural groups. They could create personalized messages by using language,
imagery, and tone that resonate with the cultural values of their target market
(Vasilikaris, 2022).
5- Tailoring our products and
services to meet the needs and wants of the Dubai market. For example, we would
need to research what products and services are in demand and then design our
offerings to fit those needs. And to make sure our prices align with customers
who are willing and able to pay (Alessio & Souza, 2022).
6- Creating a campaign that targets
the cultural dimensions. For example, if the company wants to target the
dimension of power distance, they could create a campaign that promotes the
company as being powerful and influential. If the company wants to target the
dimension of individualism, it could make a campaign that supports the company
as unique and individualistic (Alessio & Souza, 2022).
7- Understanding the customer's
needs and wants. The company could use this information to create a marketing
campaign that would be appealing to the customer. The company could also use
this information to understand what product would be most appealing to the
customer (Alessio & Souza, 2022).
References
Almutairi,
S., Heller, M., & Yen, D. (2021, June 21). Country comparison.
Hofstede Insights. Retrieved May 15, 2022, from https://www.hofstede-insights.com/country-comparison/jordan,the-united-arab-emirates/
Alessio, A.,
& Souza, I. de. (2022, May 11). How to create a successful market
expansion strategy. Rock Content. https://rockcontent.com/blog/market-expansion/
Davidson, C.
(2021, July 26). Dubai. Encyclopædia Britannica. https://www.britannica.com/place/Dubai-United-Arab-Emirates
Harahsheh,
F. (2019). The effect of cultural dimensions on tourism promotion in Jordan. Management
Science Letters, 43–52. https://doi.org/10.5267/j.msl.2018.11.001
Keith, K.
(2013). Dimensions of culture (Geert H. Hofstede) - overview. The
Encyclopedia of Cross-Cultural Psychology, 398–398. https://doi.org/10.1002/9781118339893.wbeccp164
Moghadam, A.
(2021). The staging of cultural diversity in Dubai: The case of dubai art fair.
Identities, 28(6), 717–733. https://doi.org/10.1080/1070289x.2021.1933830
Taras, V.
(2017). Cultural Dimensions, Hofstede. The International Encyclopedia of Intercultural
Communication, 1–5. https://doi.org/10.1002/9781118783665.ieicc0100
Vasilikaris,
N. (2022, February 22). Top 5 benefits of Tailored Marketing & Strategy.
Digital Time Savers. Retrieved May 15, 2022, from https://digitaltimesavers.com/top-5-benefits-of-tailored-marketing-with-tailored-marketing-strateg.
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