Spend some time in many of the world’s major cities, and it won’t be along until you stumble across an H&M outlet. Thanks to its canny international expansion strategy, the Swedish fast-fashion brand has grown to become one of the world’s largest clothing retailers. H&M’s steady march towards global domination has been shaped by its efficient and flexible marketing approach. From savvy production models to forward-thinking advertising and partnerships, H&M is a dominant force at the intersection of fashion, quality and price.
Power distance reflects extent to which members of a society accept an unequal distribution of power as a de facto element of life. Wealth disparities, political agency or lack thereof, and social hierarchies are all facets of how power might be distributed and exercised in a given country.
Hofstede’s dimension of uncertainty avoidance refers to a society’s general tolerance of ambiguity or the unknown. This is reflected in the extent to which a given culture will utilize rules, societal norms and standardized procedures to reduce uncertainty with regard to future events, decisions or occurrences.
Two giants battling it out for the right to rule over one of the most populous countries in the world. No, it’s not the plot to the latest CGI-filled Hollywood blockbuster. The two giants in question are Walmart and Amazon, and the prize at stake? Access to the hundreds of millions of online shoppers in India.
If one were to nominate a poster child for international marketing failures, one would be hard-pressed to identify a candidate more ideal than Walmart. In so many cases over the past several decades, Walmart consistently made the wrong choices when making an entrance into a new market. Walmart’s journeys abroad, whether to China, Germany, Brazil or elsewhere, seem to be met with stumbles at every step — though in many cases, the company has learned and adapted over time.
KFC has made wave after wave in the marketing community due to its resounding success in China. Far and away the country’s most popular American fast food chain, the company is seemingly bulletproof when it comes to its performance with Chinese consumers. KFC became the first American fast food chain to enter the Chinese market when it opened its first restaurant just a short walk from Beijing’s famous Tiananmen Square in 1987. At the time, the three-story branch was KFC’s largest in the world — an impressive start which set the tone for the chain’s continued triumphs in the country.