1. UAE and its Culture
United Arab Emirates has got an old tradition and a developed culture with the people coming from different countries of the world and being the part of that culture. Emirati has got its root from Arab culture that is more inspired from the Persian culture. It is said that UAE is a multicultural states as there are people mostly from the India, Pakistan and other countries. It makes it a multicultural because not only the Emirati people are there but a large number of people from other cultures are also there. It can be said that it is highly cosmopolitan society and a diverse culture. The buildings and the other habits of the people clearly depict the impact of its culture (Friesner, 2014). Its architecture, food living all are true shade of its culture. The religion of UAE is Islam, however the other people from different religions are free to practice their religion in the same country. This is the beauty of UAE that makes it a cross cultural country that gives the freedom to all of the people to live in with their rights and enjoy life. Considering the lifestyle of the people and how their culture is found in them, the organizations take a deep consideration about the culture before the start of any business or before launching a product. UAE has become attraction for the people around the world for its better opportunities and a business center for the giant companies to start their setup in it in a trade free zone. The culture that people have adapted and they live in have a great influence in their personality, without knowing and is clearly shown in their behaviors and way of living while taking decision. UAE has also a national dress that most of the natives like to wear as they are comfortable in it because they have realized it’s their culture that suits those most. The dress of people in UAE is mostly traditional that is long white robe with a white cloth on head. However it is not necessary that everyone has to wear the same dress, women cover themselves with full black cloak. As the culture is Islamic then there is misconception that female are not allowed to work, the reality is totally different females also work in different fields. However the foreigners can have the dress of their own choice and live as they want to follow the rules and the regulations set by the government. Marketing Analysis helps in finding out the trends in different regions of the world.
2. Culture in UK
United Kingdom has also got a very rich culture that has also inspired the European countries to follow it and make a part of their own culture as well. UK is one of the established island in the respects of its democracy, culture and its power. It has Christian way of life that inspires their people. The major aspects of its culture are its literature, threaten, media, music, art and it has preserved in a very beautiful way letting others get inspired as well (VisitBritain, 2010). People here are of not conservative thinking and UK also presents its self as a multicultural country because people are from different parts of the company and everyone is allowed to live life according to their religion without any disturbance. The view of the cultures in UK is imminent in its buildings and other structures.
The culture is also linked to the marketing of the products. The reason behind this logic is that the culture has a great impact on the purchasing style or behavior of the consumer. Most of the times we are not aware of the role of our cultures in our personality while making decisions however that impact of the culture is always there (Sighamony, n.d.). The best way to analyze the impact of the culture in our daily life and our decisions that we make is prominent while we get a chance to see the usage of the similar products in some other region of the world. It shows that how the usage of the products is different from ours.
3. GAP Analysis
Considering the marketing practice in both of these different countries, we need to look at how the marketing is being done. Considering the marketing UAE, media is the strongest hub that is used by all of the companies and the organization in order to reach maximum number of people. The reason is that newspapers and the magazines are popular in the region and people are get to read about the products and the services. So if the companies in UAE prefer to launch their products, then the mostly take use of the newspapers and the magazines (VisitBritain, 2010). UAE is also known for its travelling because millions of the people are travelling every year and the magazines are special attraction in the airlines. A report says that more than 70 consumer titled magazines were registered in 2008 in UAE. The religion of most of the people in UAE is Islam, or it can be said that the religion of nationals of UAE is Islam. People here used mostly cars as source of transportation. It is also an international market so people like to be inspired with the latest technology and new smartphones. On the other hand, as UAE is Islamic state so there are also some restriction to the advertising content. The marketing and advertisement need to follow some of the rules that say there must not be bold content in the marketing campaigns. However in UK there is no such restriction and media again is also powerful tool. However as compared to the newspapers and magazines, internet and social media are more powerful in UK. As most of the people there in some way or the other attached to using the internet. People in UK mostly prefer to use metro train for transportation as it saves a lot of time for them. The trend of using phones is the same as is in UAE. As it is a multicultural country, so the religion of most of the natives is Christianity. There are mostly people from the other countries as well who practice their own religion including Islam and Hinduism respectively.
4. Product/Service Suitability
It refers to the fact that what kind of products or services are suitable in the specified region. There are number of factors that define the suitability of a product in the region. Considering UAE, construction services are the best to be provided in the region because it is one of the biggest tourist attraction in the world and the region is also very fact in constructing buildings in order to accommodates the head offices of the multinational companies. Moreover it is also focusing in providing people the best of the enjoyment services that they cannot find anywhere else in the company. The second best services in UAE is about the hospitality. As we have discussed earlier that millions of the people from around the world come to the region in order to spend their holidays (CIM, 2014). It means that the hospitality services is also a good services to be provided in order to accommodate such large number of people visiting UAE. Most of the natives of UAE are in the hospitality industry as they are aware of the fact that this business of providing hospitality services is never going to be down. It means that both of these services are worth to be advertised in UAE. Now second thing is about how these services should be advertised so that they could reach the exact and maximum number of audience so that they can benefit from those services. Considering the marketing of construction services, then the Expo are one of such great forum to advertise (CIM, 2014). While thinking about the advertisement of hospitality services, then advertisement in the newspapers and the magazine is the best option. It is because airline industry of UAE is quite large and has a lot of audience to listen while travelling. When the advertisement will be in the magazines and the newspapers then the people coming to UAE will also be looking for the accommodation and the advertisement will get the exact audience.
However the suitability of the products or services to be advertised in UK is totally different from that of in UAE. The reason is that there are less number of people that are travelling to UK as compared to those moving to UAE. It does not mean that hospitality industry in UK is not worth investing it. However a good product to advertise in UK at this time is the organic food. The reason behind this to call the suitable product at this time is because most of the people there are not concerned more about their health and well educated about the benefits of the organic product. The use of organic product has increased as compared to the last decade (Friesner, 2014). Second suitable product to be marketed in UK is the mobile phone with a cheap price and high feature. The reason is that UK has the population that is quite inclined towards the technology and not everyone is able to afford the expensive technology like the products of APPLE. It is not possible to provide the product like Apple however the product with less price will work out and the trend of the market shows that people will also be interested in purchasing those electronics or mobile phone.
The suitability of the product also varies from region to region according to the demands of the people and the living conditions in there. The country where people are rich and inclined towards new and expensive technology, in such country the people will be happy to see new innovations in the technology rather than inauguration of a new motel. In the same way, marketing construction services in UK will not do as good as the marketing of organic food or a mobile phone will do. It is because of the cultural influence as the people of one region have different demands as compared to the people living in the other regions. It has been cleared with the examples and the products and services suitability in UAE and UK.
It shows that the advertising and marketing of the product should be done very carefully while considering the culture of the targeted country. It is because that the people have a great influence of the culture in which they live it. It is very important to analyses the culture that will show you how the perceive things. The marketing done without analysis of the culture will never bring the positive results to the company. The best practice to do is to first analyze the culture of the target market and then find out the problem that most of the people are facing and finding a solution to that problem. The solution can be in form of a product of a service (McKendrick, 2011). Once the problem is identified then it will be easy to find out that either the product or service is suitable to be marketed in the region or not. Let us say that there is no great demand of organic food in UAE, if the company chooses to market its organic products here, then it can be a failure as the market is not looking for organic products while it is looking for the hospitality services. So it is better to market the hospitality service in UAE and organic food in UK.
UAE and Uk both are multicultural regions, however it does not mean that they will be accepting the behavior that belongs to the other country. It depends on what culture is mostly adopted by the native country. Most of the people are inspired by the culture they live in and they take their decision unconsciously according to their culture. The culture of the country or the regions gives birth to the demands of the people. Once those demands are born, there is need to look for the solution of that problem. Only finding the appropriate solution is not all. There is need to market that solution as well so that maximum number of people could be aware of that solution and they could buy. The marketing or the advertisement of the product should also be according to the culture of that region so that the people feel attached to it and feel as it is something from them. The culture lets the people think the way everyone around them is doing. These are the values that are set by the culture and the system they live in. The impact of the culture in the buying behavior of the people is not imminent till they experience. The buying behavior of the people in the other region that has a different culture. It is only possible with the cross cultural communication. The culture of every region defines the living style of inmates and also fulfills the requirements if the people. The market of region depends on the demands of the people. If the market is not able to fulfil the demands of the customers, then it will look for some alternatives that could suit them in every way.
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