Choose a foreign culture of your choice. Choose a product of your country. Your company plans to launch your product in a foreign culture. You are asked to write a report on the cultural acceptability of the product by the given culture. An example would be introducing Priceline.com in Thailand. Write a detailed report on the foreign countrys
Culture
Core values of the culture
Non-verbal communications in that culture
Explain how these cultural values would make your product successful or a failure in the new market and what modifications could be done to the product to make it more appealing to the foreign market in a cultural context. Your report should contain:
Introduction to the culture, company/product, target market
Analysis: Include culture, core cultural values and non-verbal communication tools used in that culture that are relevant to your product. How this helps or hinders the marketability of your product.
Conclusion: Final recommendation about your companys intended product launch. How should the company modify its 4Ps so that the product becomes successful in a foreign country?
Use relevant topics, including relevant literature, customer interviews, newspaper, and magazine articles literature and make meaningful recommendations on the 4 Ps. Your final paper should show that you have an in-depth understanding of the consumer behavior for this opportunity/problem and your recommendations are grounded in course topics and appropriate consumer behavior.
APA style citation should be used throughout the report. Writing style including usage of formal language, proper usage of headlines, sub-headings, paragraphs, and citation will be used to evaluate the report. The suggested page limit is seven to ten pages in length (double-spaced), but keep in mind these assignments will be evaluated on the quality and not quantity. Due partially to the increased enrollments and still have BUS ADM-428 listed as a Writing Emphasis course, it is necessary to return the graded papers in a timely fashion.
Recommended format:
Title page with student name (Does not count towards page limit). The Title should be a brief, clear description of the subject of the report.
Page 1: Executive summary: 100 words
Page 1-2: Introduction: Briefly describe the product, country and company history. List only relevant facts and avoid unnecessary information about the country and company. Choose the target market for your product in a given country. Then explain the characteristics of the target market (demographics, lifestyle factors, etc.)
Pages 3-7: Cultural values: Explain the cultural values of the country and the target market that are relevant to the product here. Give subheadings for each cultural value and explain how your product is a fit/misfit to the given cultural value. (Note: Use cultural values from chapters 2 and 3 only)
Pages 8-10: How would you modify the 4Ps to make your product successful in the given country? Here the recommendations need to be practical and realistic. (For example, you cannot say that you plan to give a free sample to the entire population)
Page 11: References, figures, charts (if any) (does not count towards page limit)
