Culture determines what people wear, eat, reside and travel. Cultural values in the US are good health, education, individualism and freedom. In american culture time scarcity is a growing problem. IE change in meals. Big impact on international marketing.
Tea is a part of the British culture, hot with milk.
Different society, different levels of needs, different cultural values. IE West Coast, teenage and Asian American. Culture effects what people buy, how they buy and when they buy. We must assume that the company has adopted the Marketing Concept and are consumer oriented.