There are three learning objectives for the international marketing portfolio. The first objective is to familiarize yourself with the cultural environment of a country and to facilitate cross-cultural understanding. The second objective is to gather information about a product and prepare a marketing plan in a country you choose. Understanding the environment is an essential step before you begin developing the marketing plan. The third objective of the Final Portfolio Project is to reinforce key concepts covered in this course.
Select a country in which you have a specific interest or passion, and compose a 10- to 15-page paper as outlined below:
Part I: Introduction and Country Identification-This section should include the following subsections:
Cover Page with name of the selected country
Table of Contents
Executive Summary
Part II: Basic Country Information-This section should include the following subsections about the country's history:
The name of the country
Its location with border countries, oceans, seas, etc.
Area on a major map (visuals are optional)
Capital of the country
Type of government
Type of economy
Population
Major language/secondary language, etc.
Religion(s) by percentage or numbers
Part III: Market Information-This section should include the following subsections about management, marketing, and financial issues:
Three major products or services exported
Three major products or services imported
Monetary units and exchange rate
Any other pertinent information, such as education and social benefits
Part IV: Conclusion and Recommendations-This section should include the following subsections:
Conclusions and your opinions and recommendations on selling a single product or service in the selected country
Suggestions to achieve a competitive advantage with the product vis-à-vis competitive products
Final recommendations
List of resources used to complete the assignment