The purpose of this miniproject is to begin to develop an understanding of a culture other than your own and of how customer differences lead to changes in the ways marketing strategies and socially responsible decision making can be implemented in that culture.
1. Select a country you would like to know more about and a product you think could be successful in that market. As a first step, gather information about the country. Many campuses have students from different countries. If possible, find a fellow student from the country and talk with him or her about the country. You will probably also wish to investigate other sources of information, such as books and magazines found in your library, or to access information from the Web.
2. Prepare a summary of your findings that includes the following:
a. An overall description of the country, including facts such as its history, economy, religions, and so on, that might affect marketing of the product you have selected
b. A description of the cultural values and business ethics dominant in the country.
c. The current status of this product in the country
d. Your recommendations for a product strategy (product design, packaging, brand name, and so on)
e. Your recommendations for a pricing strategy
f. Your recommendations for promotional strategies
g. A discussion of the ethical and social responsibility issues in the recommendations you have made.
3. Present your findings and recommendations to the class.