Description
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Explanation & Answer
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Running head: INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN
Integrated Marketing Communications Campaign: Bionade in Istanbul
Name
Institutional Affiliation
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INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN
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Integrated Marketing Communications Campaign: Bionade in Istanbul
Target Market Description
The introduction of German-based Bionade sales in Istanbul can be achieved through
Hofstede dimensions. The first dimension of Hofstede in marketing is the measure of the
power distance index. This dimension is concerned with the extent to which the less powerful
societal members can expect and accept the equal distribution of power (Samaha, Beck, &
Palmatier, 2014). Therefore, the basic consideration in this dimension is the ability for the
members of the society to handle various challenges associated with power equality. If people
experience a large power distance index, it shows that they accept a hierarchical order of
leadership whereby everybody is well placed and there is no need for justification. However,
countries with low power distance, there is a struggle among members to equalize power and
there is also high demands for power justifications (Samaha et al., 2014). From the analysis
of Istanbul, it was shown that there is a high-power distance index with a score of 66.
Therefore, Turkey is characterized by hierarchical and dependent, and bossy governance.
There is also the indirect and selective flow of information in Istanbul which is the target
market for Bionade.
Another market dimension according to Hofstede is Collectivism and individualism.
Individualism is defined by a loose social network whereby the individuals are only
concerned with taking care of themselves (Samaha et al., 2014). On the other hand,
collectivism is characterized by a highly tight social framework. In Istanbul, there was a low
score of 37 in individualism. This shows that society is characterized by collectivist.
Therefore, there is an establishment of trust between people in a business partnership.
Femininity and Masculinity is another market dimension discussed by Hofstede.
Masculinity describes the preference of society to achievement, heroism, material success
rewards, and assertiveness (Samaha et al., 2014). On the other hand, femininity defines
cooperation, quality of life, caring for the weak people, and modesty. The scores of Istanbul
was below the average (45) for the masculinity index. This means that people here are
concerned with working in cooperation and success is defined by the quality of life.
Hofstede also stated the uncertainty avoidance index as another market dimension to
be considered. Uncertainty avoidance defines the degree at which the societal members
become uncomfortable with uncertainties (Samaha et al., 2014). How society deals with the
fact that the future is uncertain is what determines their success. Weak score in this
dimension shows that the society has a relaxed attitude whereby practice is more considered
INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN
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than principles. On the other hand, a hard score in this dimension implies rigid codes of
behavior and belief and are intolerant to behaviors which are unorthodox. From the analysis
of Istanbul, it was shown that the ci...