The paper deals with launching Manner granola into the United States. Furthermore, a suitable marketing mix for the Austrian market is described, which includes the four P’s product, price, place and promotion. Moreover, Hofstede‘s four dimensions in the USA and the marketing mix for the United States are illustrated. Finally, a conclusion of the elaborated outcomes are given.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 2. Manner
- 2.1. Manner granola
- 2.2. Marketing Mix Austria
- 3. The United States in comparison with Austria
- 3.1. Power Distance
- 3.2. Individualism
- 3.3. Masculinity
- 3.4. Uncertainty Avoidance
- 4. Culturally appropriate marketing-mix
- 5. Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper explores the potential launch of Manner granola into the United States market. It begins by introducing the company Manner and its product range, followed by an analysis of a suitable marketing mix for the Austrian market. The paper then delves into Hofstede's cultural dimensions as they apply to the United States, comparing these dimensions with Austrian culture for a clearer understanding. Finally, the paper examines culturally appropriate marketing strategies for the United States market.
- Introducing Manner and its product range
- Analyzing a suitable marketing mix for the Austrian market
- Exploring Hofstede's cultural dimensions as they apply to the United States
- Comparing Austrian and US-American culture
- Examining culturally appropriate marketing strategies for the United States market
Zusammenfassung der Kapitel (Chapter Summaries)
The paper begins with an overview of Manner AG, Austria's largest confectionery manufacturer. It highlights the company's history, product range, and commitment to sustainability. The chapter then focuses on Manner granola, discussing its characteristics, target market, and its position within the broader Austrian market.
Chapter 2 delves into the marketing mix for Manner granola in Austria, focusing on its product attributes, pricing strategy, distribution channels, and promotional efforts. This chapter highlights the importance of aligning marketing strategies with consumer preferences and market conditions.
Chapter 3 explores Hofstede's cultural dimensions, particularly focusing on the United States. It compares these dimensions with Austrian culture, providing valuable insights into the cultural nuances that need to be considered when entering the US market. This chapter emphasizes the impact of cultural differences on consumer behavior and preferences.
Schlüsselwörter (Keywords)
The paper focuses on key terms and concepts such as Manner granola, marketing mix, cultural dimensions, Hofstede, Austria, the United States, and cross-cultural marketing strategies. These terms and concepts are central to understanding the challenges and opportunities associated with launching a product like Manner granola into the US market.
- Citation du texte
- Maria Priller (Auteur), 2016, Intercultural Aspects. Marketing in the United States and in Austria, Munich, GRIN Verlag, https://www.grin.com/document/387993
