Exxon Mobil Global Business Environment Essay

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Sociocultural Aspect of Exxon Mobil

The clustering of countries based on their cultural values has the ability to bring about an understanding of the differences and similarities across cultures. This would be beneficial to any company that is trading globally and would like to replicate the success of its domestic market globally. Exxon Mobil currently has six country clusters namely North America, South America, Europe, Middle East/North Africa, Sub-Saharan Africa, and Asia Pacific (Berger, 2013). The country clusters share factors like religion, language, political boundaries, and economic systems, which makes it easy for the company to leverage its marketing and sales across the clusters. The United States is the domestic market/environment for Exxon Mobil, and it is clustered together with Canada, Mexico, and Caribbean/Guatemala in the North American cluster.

The main sociocultural factor that would affect Exxon Mobil in their global environment is language barrier. The country clusters have a combination of countries that speak different languages, which might cause problems especially with marketing materials. The cultures of some of the clusters are quite different, and they would require different approaches in order to market the same product. The Asia Pacific cluster contains countries like Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, Taiwan, Thailand, and Vietnam.

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This cluster is quite large, and it contains countries in Asia and Australia. These countries have different sociocultural factors like religion, and language. The company would have to implement a different approach within its Asia Pacific cluster than the one it uses within the North American cluster.

Promotional material should be carefully translated, and implemented to ensure that it works well and does not cause confusion. Any promotional material developed for the North America cluster should not be directly used for the Asia Pacific cluster. The material might be promoting the same product or services, but it might go against the religion or political environment for the Asia Pacific cluster. Many of the countries within the Asia Pacific cluster have different political systems and for each country, the company would have to develop different wordings for the same promotional material. This would ensure that the company maintains its meaning while communicating to different audiences.

Exxon Mobil has been criticized for funding organizations that deny the notion that global warming is caused by burning fossil fuels. There have also been questions relating to the legality of Exxon Mobil's foreign….....

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