Introduction
Cochlear is a global technology positioned company that constructs and supplies the Nucleus cochlear implant for the deaf (Hewerdine & Welch, 2008). Cochlear has been operating into international market at very early platform. Cochlear’s achievement in the foreign market has been supported by funding’s from the government and exclusive benefiting organisations since it was founded in 1981 by Dr Graeme Clark. Cochlear’s target market being a specific group and their products are health demanding, the products have lengthy prominent time before making profits. Cochlear’s products may be subjected to clinic and nuclear trials that in order to establish needed license as well as applied with health case of advanced technology. These components indicates that in order to effectively operate, Cochlear has significant exposure to macro- environmental factors which includes political or legal, economic, technological and social environment as well as micro- environmental factors that including its customers, employees, suppliers and shareholders. This report will be discussed how both macro and micro factors affect Cochlear’s
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Cross culture is engrained from social perspective, predominantly, China has much more distinctive social culture from other countries that may affect Cochlear’s marketing mix considerably. The dissimilar opinion about deafness will lead to social debate in contradiction of the cochlear implant in China, in which Cochlear implant does not have market attractiveness at this stage. Countries may vary considerably in terms of other circumstantial factors such as regional and cultural difference within country, or the nature of the marketing and retail arrangement (Douglas & Craig, 2011). These have an important impact on target market selection, as well as the formulation of marketing