Cross-Cultural Advertisement of Coke in Argentina
Prepare an essay addressing the issue of in-country culture or subculture impact on the marketing of the selected product. What is the impact of culture and subcultures in the selected country and populated area on an in-country organization? Your essay should be a minimum of two pages in length. You should have a minimum of one external source that does not include your textbook.
Adhere to APA Style (7th ed.) when constructing this assignment, including in-text citations and references for all sources that are used.
Use the following format for organizing your submission.
Restate the issue fully. Thoroughly identify courtesies, behaviors, and customs of the subcultures. Generally, no in-text citations or sources are needed for this section.
After you have completed your research, document your findings as related to the issues identified above. Provide your readers with the information and data (e.g., charts, graphs) to support your analysis and arguments. In this section, you will need in-text citations and references, which should be formatted using APA Style (7th ed.).
Using the material presented in Section II, analyze and argue all possible sides of the possible courtesies, behaviors, and customs as you feel are necessary. Focus on trying to make good cases for choosing different solutions.
Provide your readers with your recommendations and conclusions.
to the writer:
I have uploaded the last assignment and the study guide that explains the assignment in more detail.
Cross-Cultural Advertisement of Coke in Argentina
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Cross-Cultural Advertisement of Coke in Argentina
The success of a product is closely associated with the culture of the potential buyers. Coca-Cola has effectively localized its brand to fit various cultures to ensure the success of its product. As a multinational company, Coca-Cola demonstrates cross-cultural behaviors. It infuses different cultures in its advertisement and marketing campaigns to appeal to the local people and promote its sales. Cross-cultural marketing involves marketing a product to people whose culture is different from the advertiser’s (Sheth & Parvatiyar, 2020). It involves taking advantage of different ethnicities’ attitudes, norms, values, and ethical standards to convince people to purchase Coca-Cola’s products. Over the past five decades, Coca-Cola has strategically positioned itself in Argentina through a unique marketing style that makes Coke appealing to its people.
Argentina has a rich culture that blends the indigenous and European ways of life. The official language spoken in Argentina is Spanish, but many people also speak English, Portuguese, Italian, French, and German (Michimoto, 2020). Argentinean culture is characterized by indirect communication strategies in which individuals are the communicator and expect the listener or receiver to gather meaning implicitly. The conversations are highly contextual, and people tend to stand close when communicating with other parties. Studies reveal that most Argentines are emotional, passionate, and enthusiastic about communication. Interruptions and questions are seen as a courtesy and a sign of one’s interest in the conversation. Coca-Cola advertises its Coke in Argentina using Spanish because it is spoken by most Argentines (Hilfinger-Pardo, 2012). The company also uses dynamic communication to market Coke in the country. Television and internet marketing elicits positive emotions among the people of Argentina to purchase Coca-Cola products.
Cattle keeping is one of Argentina’s major economic activities (Pinilla & Rayes, 2019). As a result, beef is often present in Argentinean meals. Beef is included in meals such as milanesas, chivito, and parillada (Pito, 2016). The Spanish and Italian cooking styles have also influenced the country’s meals. Unlike people from other Latin American nations, Argentines do not cook spicy meals. They are also known for their love for drinking mates...