Business Studies

The purpose of this assignment is to identify factors that must be considered when conducting global marketing campaigns.

For this assignment, imagine you work for a U.S.-based organization that sells household appliances and is considering opening stores internationally, starting with Brazil. You have been tasked with providing your recommendations in preparation for the expansion into Brazil. In 250-500 words, address the following:

Discuss how you would modify the personal selling approach based upon the Brazilian target market. Provide an example of the specific changes you would make and justify the changes.
Identify ethical and regulatory issues that should be considered when marketing in Brazil.
Identify cultural and social considerations you should take into account as part of your marketing planning efforts. Explain how these factors make the marketing presented to the Brazilian audience different from what is presented to U.S. consumers.

Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

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ANSWER

Global Marketing Campaign

A global marketing campaign’s success primarily depends on the ethical, regulatory, cultural and social values of the target audience. The competitiveness of the industry in such segments also contributes to the success or failure of the desired marketing objectives. Therefore, a US-based household appliance company intending to open stores in Brazil must consider these elements in developing its marketing campaigns.

How I would Modify Personal Selling Approach

I would combine some of the personal selling strategy elements that have shared values and objectives. The personal selling strategy entails seven steps: prospecting, pre-approach, approach, presentation, meeting objections, closing the sale, and follow-up (Antczak and Sypniewska, 2017). I would modify the approach by combining the prospecting and reapproach because Brazilian consumers prefer straightforward marketing processes (Ma, Yang, and Yoo, 2020). I would do the same with presentation and meeting objections since this category of consumers hardly change their minds when they like or dislike a product (Ma et al., 2020). Therefore, rather than having a 7-step personal selling strategy, I would reduce them to five to save time and eliminate redundancy.

Ethical and Regulatory Issues Marketing Campaigns in Brazil

            Privacy is always paramount in dealing with the Brazilian consumers. It is due to this reason that breach of consumer trust is among the most critical ethical issues that affect the effectiveness of marketing campaigns in Brazil. Moreover, the Brazilian consumer is more dependent on government protection from external companies. According to Ma, Yang, and Yoo (2020), the government has instituted consumer protection laws to ensure that marketing messages and related images conform regulatory standards. The most critical ethical issue to consider in marketing household appliances in Brazil is their perceptions about using celebrities to promote product appeals. As opposed to the US, where pop artists are commonly used in marketing campaigns, the Brazilians respond better to the use of sports personalities in marketing (Grohmann, Battistella, Radons, and 2013). Pop culture, characterized by excessive nudity, presents an ethical challenge to the population. Therefore, it is prudent for the company to ensure that its marketing messages and images are not offensive to the population.

Identify cultural and social Considerations of Marketing in Brazilian

            Brazil and the US differ in their interpersonal aspects of doing business. For example, whereas Americans mostly do business with companies, Brazilians do the same with individuals (Ma, Yang, Yoo, 2020). The above factor makes it necessary for US-based businesses to understand that affinity plays a critical role in the effectiveness of a marketing strategy in Brazil. Therefore, there will be so much time spent on creating a connection, which may require coffee meetings and other social interactions. Conversely, Americans do not need personal connections because the business culture separates personal from business issues (Ma et al., 2020). The dress code is another aspect worth considering while marketing US-based products in Brazil. One can tell a person in a higher position based on the dress code in brazil. A US-based company should ensure that marketing campaigns are class-based in Brazil to align with the population’s dressing culture.

Conclusion

            In conclusion, a global marketing campaign’s success primarily rely on the ethical, regulatory, cultural and social values of the target markets. As a US-based home appliance company, regulatory and ethical issues are among the most crucial considerations. The campaigns should also conform to the Brazilian population’s dress codes and other social-cultural values.

References

Antczak, A., & Sypniewska, B. A. (2017). Competences in international personal selling. Cross-Cultural Personal Selling, 57-82. https://doi.org/10.1007/978-3-319-55577-5_3

Grohmann, M. Z., Battistella, L. F., & Radons, D. L. (2013). Sports celebrities influencing the consumption of young people in the Brazilian context. African Journal of Business Management. https://academicjournals.org/journal/AJBM/article-abstract/2883E7C21561

Ma, J., Yang, J., & Yoo, B. (2020). The moderating role of personal cultural values on consumer ethnocentrism in developing countries: The case of Brazil and Russia. Journal of Business Research, 108, 375-389. https://doi.org/10.1016/j.jbusres.2019.12.031