Assignment 1: Discussion Question To Extend Its Internationa

Assignment 1: Discussion Question To extend Its International Presence

To extend its international presence, Martinetti International has formed an expansion strategy focused on acquiring other like enterprises outside the European region. Martinetti, a subsidiary of a publicly owned parent company, is based in Rome where it enjoys an established brand name and superb reputation. As part of Martinetti’s globalization strategy, it has acquired Sand Coast Resort Group located in the heart of Chinatown, Singapore. Both hotel enterprises share common business values and excellent reputations, and offer high-end luxury accommodations for the local businessman and international traveler. The acquisition offers Martinetti ownership of the Sand Coast brand, trademarks, and contracts for the 9 Sand Coast hotel holdings.

With this acquisition, Martinetti gains a footprint in Southeast Asia and expands its holdings 27 percent. Sand Coast has strong brand recognition in the region and has a portfolio that includes both hospitality services and travel agencies. Martinetti, a cross-culture organization, is comprised of approximately 65 percent Italian employees with the remaining representing 7 other countries and languages. Sand Coast also has a cross-cultural workforce with 88 percent being Singaporean of Chinese, Malay, and Indian ethnicity. Chinese is the official language.

As a member of the Martinetti management team, you have been selected to meet with the Sand Coast Resort leadership team to discuss Martinetti’s approach to market the acquisition in both countries. Your task is to convince the Sand Coast team that Martinetti has a sound strategic communications plan. Please discuss the promotional goals and cultural factors you would discuss with Sand Coast and what aspects of the recommended promotional strategy you would address.

Paper For Above instruction

Introduction

Effective international expansion requires not only strategic acquisitions but also culturally sensitive and strategically aligned promotional efforts. Martinetti International’s recent acquisition of Sand Coast Resort Group presents a significant opportunity to reinforce its brand presence across Southeast Asia while respecting local cultures and consumer behavior. The communication approach must emphasize both the company's overarching goals and the nuanced cultural factors that influence marketing efficacy in Singapore and the broader Asian region. This paper discusses the promotional goals and cultural considerations essential for a successful integration, as well as the strategic elements of the proposed promotional strategy.

Promotional Goals

The primary promotional goals following the acquisition should focus on brand integration, market positioning, and customer engagement. First, Martinetti aims to leverage Sand Coast’s established regional recognition and reputation to reinforce its luxury offerings and attract high-end clients. This entails transparent communication about the brand’s continuity and enhancement under the new ownership, highlighting the preservation of quality standards and service excellence. Second, the company should position itself as a culturally attuned hospitality provider capable of catering to diverse customer preferences and cultural nuances in Singapore and neighboring markets.

Third, promoting cross-cultural synergies internally is vital. The promotion should foster a shared organizational culture emphasizing collaboration across the diverse workforce. Internally, communication should build employee engagement, emphasizing the shared values of quality, service excellence, and cultural integration. Externally, outreach efforts should focus on promoting Sand Coast’s unique positioning as a cosmopolitan luxury brand with local relevance, thus encouraging customer loyalty and attracting international travelers.

Cultural Factors in Promotional Strategy

Recognizing the multicultural makeup of both the workforce and clientele is fundamental. Singapore’s diversity, with Chinese, Malay, Indian, and expatriate communities, necessitates culturally sensitive marketing practices. Language considerations are paramount; Chinese (Mandarin), Malay, Tamil, and English are prominent, and promotional materials must be multilingual to resonate with different segments effectively.

Understanding consumer preferences rooted in cultural values is also critical. For instance, Chinese consumers often prioritize exclusivity, tradition, and auspicious symbols, which should be reflected in promotional messaging. Malay and Indian consumers may have additional cultural preferences that influence their hospitality choices. Moreover, marketing communication should incorporate local festivals, cultural symbols, and holidays to create relevance and emotional resonance.

The organizational culture must also respect local communication styles and decision-making processes. In Singapore, indirect communication and harmony are valued; thus, promotional strategies should emphasize trust, reputation, and relationship-building rather than aggressive sales tactics.

Aspects of the Promotional Strategy

The promotional strategy should include a blend of digital, traditional, and relationship marketing tailored to local cultural expectations. Online marketing via social media platforms such as WeChat, Facebook, and Instagram would target regional and international markets effectively, emphasizing the luxurious, culturally attentive service offerings. Collaborations with local influencers can enhance credibility within specific demographic segments.

Traditional marketing, including high-end print advertisements and participation in regional travel and hospitality trade shows, can solidify the brand’s positioning and reinforce its local presence. Additionally, community engagement initiatives such as sponsoring cultural festivals and charitable events can strengthen local relationships and community goodwill, aligning with cultural values of harmony and social responsibility.

Internal communication should aim to align the multicultural teams’ goals with corporate objectives. Regular training on cultural awareness and service standards, along with multilingual communication channels, will facilitate a cohesive brand message and operational efficiency.

Overall, the promotion must be adaptable, culturally respectful, and strategically integrated across channels to ensure the Sand Coast brand not only retains its regional prominence but also enhances its reputation as a luxury hospitality leader in Southeast Asia.

Conclusion

A well-crafted strategic communication plan that respects cultural nuances, leverages brand strengths, and aligns promotional goals with regional consumer preferences is vital for the successful integration of Sand Coast into Martinetti’s global portfolio. Emphasizing cultural sensitivity, engaging local communities, and utilizing diverse marketing channels will ensure the brand’s enduring success in Southeast Asia while maintaining its core luxury identity.

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