KEY TAKE AWAY: Communication challenges caused by intercultural differences and their potential solutions. I have discussed website's of many globally recognized brands, for example, Coca-Cola, McDonald's, Nike, WWF and i have find various versions of these brands site's for different countries. I've also analyzed the ways these brands adapts their writing style, use of graphics, and other features to different cultures. I've also explained the findings and include screen shots of the brands website(s) to illustrate main points.

1. INTERCULTURAL
BY RIDA ZAMAN
COMMUNICATION CHALLENGES CAUSED BY
DIFFERENCES
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2. Topic In Detail
• Communication challenges caused by intercultural differences and their potential
solutions. Choose a website of a global company, for example, Coca-Cola, and to find
various versions of the site for different countries.
• Analyze the ways the company adapts its writing style, use of graphics, and other
features to different cultures.
• Explain the findings and include screen shots of the company’s website(s) to illustrate
main points.
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3. Preparing your business for expansion overseas
requires more than just a change in language
when translating your business and marketing
material. The key to the success of global growth
is localization, and one of the most important
steps for many companies’ localization is tailoring
their online presence and website design to their
new audiences.
Business Expansion Globally
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4. • A couple of weeks ago, while doing some cross-cultural research
on websites, I stumbled onto several brands websites like
McDonald’s, Nike, Coca-Cola, WWF, Nescafe in different
countries. It was particularly striking that each of the sites was
radically different, not just in terms of text and translation, but
from the kind of images used, typography selected, color palettes
designed, layouts chosen, to even the favicons!
• As I looked at more examples from different countries, it
appeared that the European websites were more similar visually
when compared to the set of Asian websites.
• On the one hand, the user interface design process focuses
wholly on the user and his context, his needs, wants,
expectations and preferences and on the other hand, global
businesses want to cater to and engage with consumers across
the world and consider demographic diversity which, while
possible, can get very complicated.
Website Research 4

5. • Imagine your favorite e-commerce website
being visited by users from different parts of the
world, assuming that language translation is
successful; are there elements of it that might
make it difficult for them to navigate through
the site? Are there metaphors that they simply
would not understand? How about mental
models; do users from different cultures look for
different data to make decisions? There are
several other questions that illustrate the depth
of this problem.
But the bottom line is to help make
communication effective between a global
business and a local user. It simply isn’t enough
to use a standardized website that translates the
text and utilizes the same images, layout and
color of the parent site.
For instance, consider the OK gesture; in most
English-speaking countries, it is a sign of
everything working well, but in several European
countries the same gesture means “zero” or
“worthless.”
Illustrate The Depth
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6. • A website will make or break a company’s
global brand. For a potential client, there’s
nothing quite as frustrating as going to a
website looking to find information or buy a
product, only to get bogged down with
content that’s written in a foreign language,
or images that don’t pertain to their own
experiences.
Website localization is tough, but it’s
essential. Some companies recognize this
and put a lot of effort into localizing their
websites. Here I’ve discuss some global
brands that made sure site visitors from
everywhere in the world have a positive
experience.
Website Localization
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7. TO DEMONSTRATE SOME OF THE VARIOUS METHODS COMPANIES HAVE ADOPTED TO
TARGET THEIR WEBSITE AT A LOCAL MARKET,
I HAVE EXPLORED THE HOME PAGES OF SOME OF THE WORLD’S BIGGEST, AND MOST
SUCCESSFUL, BRANDS.
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9. Targeted towards the US market, the home page above greets visitors with a static logo and
short paragraph tailored towards Western ideals, while the background video appeals to the
growing interest in video marketing across the country.
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10. The Japanese Nescafé website looks completely different from its US counterpart. Featuring a more
modular design, the website appeals to a market with more interest in descriptions and images than
simplicity. The website also features Nescafé’s parent company Nestle’s logo in its header, which
Japanese audiences are more familiar with. 10

11. The basic design of the McDonald’s website has
continuity across the majority of its regional versions,
and translation is only applied where required. This
approach to localization suggests McDonald’s has
based its marketing strategy around the appeal of a
westernized fast-food chain to countries all over the
world. The differences in the websites often only
become clear when exploring the food and ‘Happy
Meal’ toy options on offer, which have been adapted
to suit regional tastes.
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McDonalds

12. This website has been targeted towards the Australian audience, who have developed a more
refined palate in recent years thanks to the explosion of gourmet gastronomy across the country.
This is reflected in the reference to ‘grown-up ingredients’ on the website’s homepage. 12

13. Conversely, the McDonald’s Pakistan website features food offers relevant to the different products on
offer, as well as an emphasis on the exclusive ‘Happy Meal’ toys available, which are popular in the region.
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14. As one of the best-known brands in the
world, it’s not surprising that Nike is able
to maintain popularity and a high market
share without making significant changes
to the overall layout of the website.
However, there are subtle changes in the
Nike website design that capitalise on the
benefits of localisation without losing the
essence of the brand, which is so deeply
ingrained in the sporting culture of almost
every country in the world.
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Nike

15. The website above is the Nike Brazil page, which features an image of the Euro 2016 winning team, Portugal, as
well as some text that has been translated from the same feature on the main US website. Capitalising on the
recent sporting event, which was watched by millions from around the world, Nike has included the same
feature on almost every other version of its website. 15

16. Despite hosting Euro 2016, the Nike France website above is one of the only versions of the website not to
feature the Portugal team image. Why? As the runners up of the tournament it’s likely that Nike’s French
audience will want to avoid any images celebrating their defeat, and the brand has taken this on board
when updating the site.
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17. An international symbol of conservation and
animal welfare, the World Wildlife Fund
maintains an informative and segmented
design across the majority of its websites.
However, this clever brand has utilised the
increased passion of different regions for
their local wildlife to increase interest and
boost the success of their on-going
campaign
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WWF

18. The website above is the home of WWF’s Indian website, which at first glance looks very
similar to its main US and UK pages. However, on closer inspection it’s clear that the site is
flooded with links to articles on local issues, such as the plight of the tiger, which are likely to
draw more attention from an Indian audience.
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19. The Canadian WWF home page demonstrates the same emphasis on a clear and segmented
website design but features a number of links to articles on relevant local issues, such as the
rising threat to the salmon population and Canadian water data. 19

20. No matter where you are in the
world, you’re never far from a bottle
of Coca Cola. One of the world’s
most successful brand’s, Coke takes
a similar approach to marketing as
McDonald’s and focuses on
delivering sips of American culture
to consumers all over the world.
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Coca-Cola

21. The home page above is the Brazilian version of Coca Cola’s website, and features the same overall layout of the main
US hub. However, just like marketing masters Nike, this legendary brand has taken the route of altering content when
tailoring its website to foreign audiences.
Focused on the Rio Olympics, the first page of the Brazilian Coca Cola website makes use of an exciting local event to
draw in viewers, while keeping focus on the Coca Cola ‘Journey’ concept that currently dominates the brand’s
marketing 21

22. In a similar fashion, Coca Cola’s UK site encompasses the Coca Cola ‘Journey’ concept while
appealing to local consumers through regional events. In this example, the site opens on a
feature about singer Rita Ora, who is due to open the new Coca Cola Zero Sugar Taste
Lounge.
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23. CONCLUSION
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24. ThankYou
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