Abstract：

This article explores the significance of socio-cultural factors in shaping marketing strategies in Malaysia, a multicultural society. It highlights the diverse ethnic composition of Malaysia, including the Malay, Chinese, and Indian communities, each with distinct cultural and consumption behaviors. The study emphasizes the necessity for marketers to adopt localized strategies that respect cultural sensitivities, such as festival-aligned campaigns, and language-specific advertisements for Malay consumers. The debate between standardization and adaptation in global marketing is also discussed, with a focus on balancing ethnic specificity with national unity themes. Successful examples like McDonald’s and Petronas illustrate effective hyper-localized approaches. The findings underscore that understanding and integrating cultural nuances are critical for marketing success in Malaysia’s unique environment.

Key Words：

marketing strategy; cultural adaptation, globalization