Posted: January 6th, 2016

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 identifie

In this assignment, you will create a business brief for your boss to share with the executive team. To create this brief, do the following:
1. Reread or review the principles of global marketing in chapter 7 of the textbook.
2. Choose a product that originates from your home country that is marketed in other countries around the globe.
3. Choose one other country where this product is available.
4. 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.
5. 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.
6. 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.
7. 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:
o Purpose: The subject and purpose of the brief
o Relevant Cultural Characteristics
 include relevant cultural characteristics of both your home country and the other country
o Macroenvironmental Factors
 list and describe the relevant environmental elements – legal/regulatory, economic, competitive, technology
o 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
o 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.)
o Appendix: Include images of advertising samples from both countries.

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