International Marketing
You are meeting with the vice president of EduTot to discuss the first stage of your research. It is increasingly clear to all of you that there is a need to review, discuss, and agree on the factors that have successfully driven the demand for the brand in the domestic (U.S.) market. The agreed upon demand drivers will be your initial reference point to project your ideas into the new market. In addition, you have expressed misgivings about the suitability of the mission statement in light of the new direction the company is taking. During your meeting with the vice president, she had quoted verbatim the company's mission statement to you as follows:
"EduTot is dedicated to early education and finding ways of stimulating the learning process of children enrolled in kindergarten through sixth grades (K-6)."
Answer and discuss the following:
• Describe the domestic factors that drive the demand for EduTot, including demographic, social, cultural, technological, economic, and legal.
• Define the domestic target market.
• Redefine your mission statement.