Assignment: Tambrands/P&G
The attached PDF is the case you will be analyzing, Tambrands/P&G - Overcoming Cultural Resistance.
You are being asked to summarize and analyze the case - clearly describing the major issues and providing analysis from the perspective of an international marketer. In addition, as part of your report, you will consider and answer the questions.
Together with the core International Marketing concepts that you have learned in the course, all the information you need is in the case. You can read other sources for background but there is no need to create a bibliography. This is "your' analysis - I am not interested in someone else's thinking and opinions. This case is about the opportunity for global market growth of feminine hygiene products. It also well demonstrates one of the fundamental international marketing problems. Specifically when a company with a successful product in one part of the world makes a decision to enter a foreign market where cultural norms are a major barrier to product acceptance.
The case related questions for your consideration are:
1. Tambrands indicated that the goal of its global advertising plan was to "market to each cluster in a similar way." Discuss this goal. Should P&G continue with Tambrand's original goal adapted to the new education program? Why? Why not?
2. For each of the three clusters identified by Tambrands, identify the key cultural resistance that must be overcome. Suggest some possible approaches to overcoming the resistance you have identified.
3. P&G is marketing in Venezuela with its "Mexican" model. should the company reopen in the Brazilian market with the same model? Discuss.
4. A critic of the "Protecting Futures" program comments. "If you believe the makers of Tampax tampons, there's a direct link between using 'Western' feminine protection and achieving higher education, good health, clean water and longer life." Comment.
Format your assignment according to the give formatting requirements:
1. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.
Attachment:- Tambrands-P-and-G-Case.rar