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this strategies can affect and avoid the bad impact of culture on this marketplace.

Impact of culture on Marketing Strategy:
Whenever a company wish to launch a product or services to a new marketplace must have to think before planning a marketing strategy that how much the consumer differ in perception getting the product or services from their domestic market.

For instance social marketing reseasrch reveals that the average frenchman are habituated to consume more cosmetic and beautification materials than that their life partner which can easily to show the target segmentation of the french cosmetic marketplace.If any multinational company focus on the general psychological theory in case of cosmetic marketing in france they will be definitely an example of looser.

Values of a society represents the mood of conduct the states cultural views.Understanding these aspects of values are important in global marketing.For example McDonald's does not sell hamburgers in India because most of the people almost 85% of the population in India are Hindu by religion and The cow they considered as highest respect and these mass population can't think sacred the cow.Thats why Mcdonald's sells the hamburgers in the name of McMaharajah:two all-mutton patties,sauce,lettuce,cheese,pickles,onion on a seam-seed bun.This example make sense how a cultural orientation stimulate to change the marketing strategy in different countries.

Dysney Land is the world wide biggest amusement industry successful in United states of America and on the basis of the main model of the America they gain fruitful outcomes in Japan as well but whenever they implement same strategy in Europe that is in France they face tremendous problem. For example in USA and Japan Dysneyland Alcohol and wine is prohibited to consume inside the park where in Europe specially in France have sensitivity about American culture imperialism and consuming wine in the lunch time is the big customs where the customers were feel uneasy to visit this expensive and attractive theme park and Dysney authority had to count loss and obliged to revise the schedule and programmatic strategy in France.

Resource audit identify what resources are available to the organization to support that organisation ,it may be out side sources or inside.For example an organization have patented product or it has low cost of supply source or brand image

Assessing the competency is degree of analysing resources being deployed to create ability of doing different activities.It is difficult to assess but can be done through comparison.Two different ways are:

* Historical improvement(Where analyse the company's previous performance or competitor's previous performance decling or improvement)

* Industry norms(Comparing the similar industries performance) and another one is

* Benchmarking(Compare the company with best operating either competitor companies or superior company)

Acompany's overall strategic capability either in marketing or any operation depends on the degree at which resources ,competences and strategic business unit are balance each others. And this balance can also be determined by the Portfolio analyses.