International Marketing Main Project Guidelines This is a full semester cultural, economic and marketing plan project for individuals or groups Students should choose a country and a product / service that are not currently found in the targeted country and plan a cultural analysis and marketing plan for the chosen country For example, students can choose to market an automobile from the Saudi Arabia into a foreign country or can choose to market an automobile into the Saudi Arabia that is not currently available here. The students are especially encouraged to find products/services that they’ve been comfortable to or enjoyed (a favorite type of food product) and wish to “export to their home country Cultural Analysis. The data suggested in the cultural analysis inchades information that helps the marketer make market-planning decisions. However, its application extends beyond product and market analysis to being an important source of information for someone interested in understanding business customs and other important cultural features of the country. The cultural analysis is composed of two parts: information on the cultural makeup of the country and the economic analysis of the country. The information in this analysis must be more than a collection of facts. In preparing this material, you should attempt to interpret the meaning of cultural information With that said, your country analysis should contain at least one paragraph on each of the following areas PART 1: Introduction to the Culture of the Country Include short profiles of the company, the product to be exported and the country with which you wish to trade II. III Brief discussion of the country’s relevant history Geographical setting location climate topography . . IV. Social institutions Family The nuclear family The extended family Dynamics of the family . . Parental roles • Marriage and courtship Education The role of education in society • Primary echocation quality, levels of development, etc) • Secondary education (quality, levels of development, etc.) • Higher education (quality, levels of development, etc.) Literacy rates Political System • Political structure • Political Parties Stability of government • Special taxes • Role of local government . . . . Legal System • Organization of the judiciary system • Code, common, socialist, or Islamic-law country?
Participation in patents, trademarks and other conventions Organizations Group behavior Social classes • Clubs, other organizations • Race, ethnicity and subcultures Business customs and practices Religion Religion and other belief systems • Orthodox doctrines and structures • Relationship with the people • Which religions are prominent? • Membership of each religion • Any powerful or influential trends? Living conditions Diet and nutrition Meat and vegetable consumption rates Typical meals Malnutrition rates . VI . . • Foods available Housing • Types of housing available • Do most people own or rent? • Do most people live in one-family dwellings or with other families? Clothing National dress Types of clothing worn at work Recreation, sports, and other leisure activities Types available and in demand Percentage of income spent on such activities Social security Health Care . VIL Language • Official language(s) • Spoken versus written language(s) • Dialects VII. Executive Summary After completing all of the other sections, prepare a tvo-page (maximum length) summary of the major points and place it at the front of the report. The purpose of an executive summary is to give the reader a brief glance at the critical points of your report. Those aspects of the culture reader should know to do business in the country but would not be expected to know or would find different based on his or her home country should be included in this summary: EX Sources of information X Appendixes a PART II: The Economic Analysis of the Country The reader may find the data collected for the economics analysis guideline are more straightforward than for the cultural analysis guideline. There are two broad categories of information in this guideline: general economic data that serve as a basis for an evaluation of the economic soundness of a country and information on channels of distribution and media availability. As mentioned earlier the guideline focuses only on broad categories of information and must be adapted to the particular company and its product needs. With that said, write at least one (1) paragraph for each of these sections. Guideline 1 II . Introduction Population • Total • Growth rates • Number of live births Birth rates Distribution of population • Age • Sex Geographic areas (mban suburban, and rural density and concentration) • Migration rates and patterns Ethnic groups Economic statistics and activity Gross national product (GNP or GDP) Total • Rate of growth (Real GNP or GDP) • Personal income per capita • Average family income Distribution of wealth Income classes • Proportion of the population in each class Is the distribution distorted? Minerals and resources Surface transportation Mode • Availability Usage rates Ports Communication systems • Types • Availability • Usage rates Working conditions • Employer-Employee relations Employee participation Salaries and benefits Principal industries What proportion of the GNP does each industry contribute?
Ratio of private to publicly owned industries Foreign Investment . . . . . Opportunities? • Which inclustries? International trade statistics Major exports • Dollar value • Trends Major imports • Dollar value • Trends Balance-of-payments situation Surplus or deficit? Recent trends Exchange rates • Single or multiple exchange rates? • Current rate of exchange Trends Trade restrictions • Embargoes • Quotas • Import taxes • Tariffs Licensing Customs duties Extent of economic activity not included in cash income activities • Counter trades • Products generally offered for counter trading • Types of counter trades requested (ie barter, counter purchase, etc.) • Foreign aid received Labor force Size • Unemployment rates . Inflation rates IV Developments in science and technology • Current technology available (computers, machinery, tools etc.) • Percentage of GNP invested in research and development Technological skills of the labor force and general population V Channels of distribution (macro analysis) This section reports data on all channel middlemen available within the market.
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