The Impact of Culture on the Strategy of Multinational Enterprieses (the Case of MEIJI Company)

In this research is based on the “culture” and “business culture”. It explores how multinational companies develop overseas product marketing strategies in the era of globalization, enter the international market and adapt to local markets in consideration of local culture. In this study, we take "Russia" as our research target and aim to enter Russia market or local retails with the most famous Japanese company Meiji Holding Co. In the general research, we discuss the strategy of entering overseas market and the opportunities to develop overseas markets, then the capital of Russia. “Moscow” is our main market target city, analyzing Moscow's current investment environment and market conditions. In the detail parts, we analyze whether the conditions of Meiji Holding Co’s products can fit with the needs of the Russian local market. Besides, one of the interesting contents in our research which is from Hofstede’s cultural dimension theory, based on his analysis, Russian culture is not like fully western style or eastern style. Russia has its own flavor. It means in our research we prove does Hofstede, his cultural dimensions truly have strong influence on the Russia and Russian market or business? The motivation for research is to look at the whole world. Japanese brands, whether they are electrical products or food, are trusted and loved by all countries. However, in Russia, they have not seen the mainstream local stores selling Japanese brands of chocolate or other products. Thinking that Russia culture or market environment are not suitable for Japanese companies to enter? or for another reason?