Sample on Marketing to Multicultural Audiences

Nature of the Research

The present research is based on identifying how marketing can be done to multi-cultural audiences. The report will aim at addressing five main issues concerning marketing to multicultural audiences. The nature of this study is quite exploratory as this is not a one size fits all issue. Although some research works have been undertaken in this field, yet no conclusive evidence has yet been reached. Hence, making use of a combination of academic literature, personal views and experiences of the author and other research articles, these five issues will be raised together with some real-life examples as well as recommendations for best practices and solutions.

Sources of information planned to be used

For undertaking the present research, two basic sources i.e. primary and secondary will be touched for gaining proper understanding about the topic. Primary source of information will help in collecting the first hand information about the subject matter. This will provide novel and fresh insights into the topic under consideration. Moreover, real life examples will be obtained through this source. Under this observation will be one of the biggest tools. The author will use his personal experiences and perspectives to develop a case about marketing to multicultural audiences. Besides this, interview method will also be employed to garner viewpoints of other related parties. For this purpose, two companies of the UK will be chosen to act as the research and organizational setting. The marketing efforts made by these companies and the outcomes as well challenges involved will be identified through interviewing the marketing managers and the CEO of the two companies.

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Apart from the primary source of information, secondary sources will also be touched.  The use of secondary sources will be made to acquire a formal background for the research topic. Secondary information provides considerable ground for the primary research to be built upon and assists in determining the gaps in present literature so that they can be mended by conducting primary research. A review of the existing assignment writing on the concerned topic which is present in form of research articles, scholarly journals and books will be done to develop a prior understanding about the subject matter.

Key concepts and techniques

To define the concept of multiculturalism has always been a strenuous and complicated task for many marketers and researchers. The notion of multiculturalism can be contrasted to other complex ideas such as racism because it moves beyond ideas, opinions, thoughts and beliefs. In its most basic sense, multiculturalism can be defined as the harmonious co-existence of multiple groups in a pluralist community. In particular marketers are responsible for providing insight to customer culture and understanding what makes different ethnic groups so distinct. This interest and understanding will not only satisfy their curiosity but will better elaborate how they identify means to relate to these groups in order to sell their goods and services. Having a proper understanding of multiculturalism will not only make it convenient for marketers to comprehend their audience but will also enable better appreciation if the political, cultural, geographical and historical context in which multiculturalism surfaced as a distinct movement in the conclusive part of twentieth century.

Under marketing it is crucial to communicate a company’s message to its audiences. Distinct styles of communication across distinct cultures need focus to the promotional mix. The challenge is to make the message as effectual globally as in the home market and whether or not to enable local variations within stringent guidelines: plethora of advertisements can be developed for managers to select from. Regional customs, taboos and traditions must be comprehended and circumvented for MNEs. The choice of media channels is also highly crucial: for instance, in spite of the high number of Chinese internet users, studies propose that many Chinese people would just not even consider brands which have not been on television first.

Several of the challenges of marketing to multicultural audiences pertain to marketing mix. Thorough market research must be conducted to find out how the company’s target market can be effectively achieved. It is even essential to take into account cultural dimensions regarding how a target market can be evaluated in context of communicating and appeal of the message. For instance, high uncertainty circumvention (safe and unambiguous messages), collectivist (friends and family centric) and high femininity (focus on less defined roles and equality). In conclusion, in marketing across cultures, there needs to be relevance to the demands of the target audience together with suitable empathy and language (Mead and Andrews, 2009).


  • Mead, R. and Andrews, T., 2009. International Management. 4th ed. England: John Wiley & Sons.
  • Oosthuizen, T., 2004. In Marketing Across Cultures: Are You Enlightening The World or Are You Speaking In Tongues. Design Issues.
  • Rust, R.T., Boorman, C. and Bhalla, G., 2010. Rethinking Marketing. Harvard Business Review.
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