In this assignment, you will get to apply the marketing mix globally/multiculturally.

| March 29, 2017

Question
In this assignment, you will get to apply the marketing mix globally/multiculturally. You will assume the role of a new marketing manager. In preparation for offering a new product, you have been assigned to analyze and evaluate the marketing strategies of your company for a product it currently offers in both your home country and other countries. The company executives will review your analysis and evaluation of the marketing strategies and tactics in order to understand the differences between marketing this product in your home country and another nation (you get to choose). They will want to gauge, based on your cultural and environmental scanning, whether or not they are on the right track with their marketing of this product in the country in question. This will help them prepare their strategies and tactics for the design and launch of new products in both your home country and in the other country.
create a business brief for your boss to share with the executive team. To create this brief, do the following:
based on the principles of global marketing,
Choose a product that originates from your home country that is marketed in other countries around the globe.
Choose one other country where this product is available.
Search online to find advertising samples for the product in both your home country and the other country. Compare print, TV (sample from Internet, i.e., YouTube), and web samples (for example, corporate websites for both countries). It is from these samples that you will derive the marketing strategies and tactics that are being used.
Conduct research to find 3 – 5 critical cultural considerations for marketing products in the country you selected. Only cite credible sources. Google should provide more than enough leads for you.
Prepare a business brief for your boss and the executive team about the strategies and tactics that are being used to market this product in your home country and the other country you have identified.
Follow the Business Brief Guidelines to write your brief. Note: your brief should be 2.5 to 3 pages in length, not counting the appendix. Include the following sections in your brief:
Purpose: The subject and purpose of the brief
Relevant Cultural Characteristics
include relevant cultural characteristics of both your home country and the other country
Macroenvironmental Factors
list and describe the relevant environmental elements – legal/regulatory, economic, competitive, technology
Marketing Analysis: describe the key marketing elements on the basis of product and customer type:
compare and contrast marketing strategies of the company you chose for the specific product you identifed in the US and another country of your choice
analyze the marketing of the product and evaluate whether the marketing is a match for the culture based on what you found in your research and what you have read in the textbook
Evaluation and Recommendations
Guidelines for Marketing a New Product: Generate three specific suggestions for introducing any new product by the company you selected in the country you chose. Give rationale for your suggestions based on your research, other readings, and even any experience you have had in that country. (Describe what guidelines are important and why.)
Appendix: Include images of advertising samples from both countries.

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