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Radio Shack is a computer-controlled radio that has a recording feature on live programs. It is available in both the United States of America and Canada. The aspect of socio-culture for both countries is different in the sense that, the USA is diverse with many ethnic groups while Canada lacks diversity since it has few ethnic- groups. The culture of a place is typically influenced by the number of ethnic groups that exist. For instance, the United States and Canada are different when it comes to market structure and consumption. For both countries, there is a notable variation, which can be attributed to different cultures. In the USA it needs to incorporate the diversity to a large existent while in Canada it is not necessary. As such, the Sociocultural environment is seen as fundamental in coming up with generalized decisions as well as specific operating needs of each sociocultural cluster (Macky et al., 2008).
Geert Hofstede looks at the sociocultural environment as a different way, which individuals of one group are distinguishable from the other. This is a result of how they have adapted to their society and how they can view and react to various elements (Hofstede, 2011). Socio-cultural parts of the States include considering a product on merit, that is, how it meets the need it was purchased for and the cultural aspects of the company involved. Moreover, the company can consider taking part in various social responsibility programs. Corporate social responsibility programs are essential in that; they can help market the products of the company in their localities. Radio Shack is one company that is surviving in different cultures, however, Canada, on the other hand, is more of how collectively a product can meet the desired results. In this case, it is not about a single person but the entire group. Similarly, the corporate social responsibility that the parent company is involved in plays a role in improving Radio Shack penetration in the market.
The socio-culture of the USA is first centered on individualism, which ideally means every person wants a product or a service that perfectly meets their needs and many of the consumers do not consider the tastes of others (Apsalone & Sumilo, 2015). As such, Radio Shack is meant to have personal satisfaction. Concerning masculinity, the States is not that divided when it comes to roles, ideas or products that befit a certain gender. From a business perspective, Radio Shark can easily qualify as a unisex product that cuts across the needs of both men and women. Uncertainty in the USA is high because it is tolerant to various ideas and allows businesses to try products without any restrictions. To Radio Shack this is a good environment for trying out new products, as the market allows a variety of products without having to judge and condemn them in totality.
Canada, on the other hand, is more into collectivism, mainly because, it has less ethnic groups compared to the USA. As such, there are strong groups such as extended family connections or influence by church groups at different age levels (Dube et al., 2015). Radio Shack has to be spot on when it comes to its programming of a product in that this market takes only a single individual to affect the sales to a huge group due to the collectivism, which represents socio-cultural aspects. The other aspect of masculinity in Canada is pronounced in the sense that men and women tend to be competitive and assertive. As such, for the business, a product has to be tailored to adapt to the competitive nature of both genders. Uncertainties in Canada are very low, in that, the level of tolerance that is accorded to ambiguity is so minimal. Rules and regulations are adhered to strictly as well as the need for safety and security of consumers. Radio Shack’s business in this market is therefore subject to strict controls from the regulatory authority, and there is no room for any errors. In the business world, there are situations where uncertainties are unavoidable either due to political or economic causes.
However, the social-cultural aspect of inequality in both countries is similar. Every person or business is accorded same opportunity to access government services or social amenities. This has been key for Radio Shack in the sense that, venturing into a foreign market comes with a lot of rules and regulations with the outstanding aspect of foreign ventures. Operating business in a foreign land can be difficult, especially when it comes to compliance. Radio Shack has enjoyed relatively a pleasant business season in both cultures. This can be attributed to their mode of operation, which incorporates diversity. In both Canada and USA, the market is friendly for the company in many ways. As such the aspect of equality means ease of accessing market as well as launching the product.
The socio-cultural factors have a huge impact on the business of Radio Shack in various ways. The aspect of individualism means that the company’s marketing structure need to focus independently on every customer. The reverse is true for the collectivism aspect in that, all required is a good marketing structure at the group level and the product will be accepted. Design of a product is also affected by the element of masculinity in that; in an environment where these aspects are more pronounced, the product should equally make them pronounced. This can be achieved by having labels that distinguish between male and female. The level of tolerance to uncertainty also plays a role. Unfamiliar products that are not from the individual’s country may be unwelcome, and this may affect business negatively. As such, cultures that have low uncertainty tolerance pose a high risk to a business regarding having a competitive edge in the market or not.
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