USA and Russia Strategic Audit
In all these positive elements, the success of any business venture in Moscow must address the culture of Russians and overcome the challenge it poses (Evgenia, 2014). Other defining factors will be the choice of the most effective product distribution methods, pricing and even positioning of the product in the market to distinguish it from any other market brand of a competitor. Cultural Differences between the US and Russia Culture describes the standard and central tendencies in society. Though people are different, minimal deviations from this norm are expected. Perception varies from one region to another. In such societies, links are crucial in being introduced, having successful negotiations and also obtaining information. This is in contrast to the US which is a loosely knit society with less reliance on authorities for support and high expectations for people to be able to look after themselves, be self-reliant as well as displaying initiative.
In this kind of societies, decisions, hiring, and promotions are carried out based on merit. The high value of Masculinity in US more than Russia implies that it is driven by success, achievement, and competition, a system which operates through all the stages of one's life. In such a society, the driving factor is people wanting to be the best, with people coexisting for monetary rewards and higher status depending on how good they are. Compared to Russians, the Americans are more practical with and prone to analyzing new information. Besides, they also possess strict perspectives concerning good and evil. These tendencies make them have a less long-term orientation with even most American businesses measuring their business performance on a quarterly basis regarding indulgence aspect, the US culture has a higher indulgence score rate compared to Russia which records a meager rate of 20% (Evgenia, 2014).
The US experiences a culture with weak control over their impulses due to inconsistent behavior and attitudes. The Russians score their pessimism and cynicism explain rate. The most appropriate method is the use of online sales. The purpose of e-commerce systems for online purchases in Russia is gaining efficiency and popularity in the market and is widely embraced (Salminen, 2016). This would be done by choice of a local partnering website of good reputation and reliability that will be able to sell the product and build a relationship with. Product/Market Russians have an attraction and appeal for foreign products especially when they lie in the luxury category of beauty, automobiles and even watches. Focusing on Quality of the products offered in the market would give the company a competitive edge.
The types of positioning concepts majorly used are functional, symbolic and experiential positioning. In a country like Russia, the metaphorical idea of positioning would be the most effective (Lorentz & Ghauri, 2010). This would address the social fulfillment, and efficient accomplishment and even ego identification attribute that appeal to the Russian culture and customers. Conclusion In a nutshell, though there are distinct differences in the US and Russian cultures, there have been improved cultural exchange and notable tolerance which has promoted business and trade between the two countries. The common venturing mode of entry into the Russian market will aid the company to gain a quicker acceptance in the complex Russian culture and reduce the burden of the costs involved in establishing the overseas market.
com/country-comparison/russia,the-usa/ IOE. Doing Business in Russia. Retrieved October 26, 2017, from http://www. russia. doingbusinessguide. Retrieved October 26, 2017, from http://konvertigo. io/ar/node/69. Yan, R. Cooperative advertising, pricing strategy and firm performance in the e-marketing age. Journal of the Academy of Marketing Science, 38(4), 510-519.
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