Marketing

MKTG 732 International Marketing – Fall 2022 – Section 007

Assignment #1: Country Research, Analysis, and Recommendation – 10%

Due Week 5: Friday, October 7th, 2022

Overall Instructions

Considering the key topics and content from the first four weeks of the course, you are to research a country and prepare a summary written report assessing the attractiveness of this country for the launch of a product. You have been hired to research the potential of taking either Dare Maple Leaf Cookies or Frutopia to an international market. Based on the instructions and criteria outlined below, you are to provide a summary of your key, relevant research findings which support your recommendations.

This assignment can be completed individually or with a partner.

Introduction – 6 marks

One brief paragraph explaining the purpose of the report and why this country was selected, and the product being considered. Include what type of analysis and research has been done to provide the required research and recommendations.

Country Research and Analysis – 46 marks total

Provide high-level information, based on facts and analysis, as well as comments and observations relevant to this specific company and product. Based on what you learn – think specifically about barriers and opportunities.

History and geography – 8 marks

How do they specifically impact business, trade, and consumers?

General economic conditions – 6 marks

Be sure to consider average and scope of consumer income levels, currency, how this country compares to their region and the world

Market size and segmentation – 8 marks

Include statistics (actual #’s) for country population, segments and key demographics, comment on market/segment size and opportunity overall and specific to this product (ie. Which segment(s) would you target?)

Literacy and Education – 4 marks

Summary info and only include details and stats if relevant and if they will impact marketing effectiveness

Government and Political Climate – 6 marks

Review and consider parties, stability, consumer and business laws, and overall impact on business and consumer

Cultural Factors – 10 marks

Consider all elements of culture and how these factors influence businesses and consumers and their behaviour and motivations.

Comment on how culture might affect the acceptance of this product, or not

Technology – 4 marks

How technologically advanced is this country? Consider and comment on consumer and business access to and use of technology.

Product Analysis, Adaptation, and Recommendations – 12 marks

Once you have completed your country research and product review, determine what changes are needed for Made Good Granola Bars to be successful in this new market

Consider things like flavour, packaging, pricing, language and target market size – comment on and provide recommendations for at least two of these elements

Be sure to support your recommendations with facts and reasoning

Final Statement/Decision – 6 marks

A final paragraph/conclusion summarizing two or three key findings, and your supported opinion as “analysts” as to whether or not this country is a good choice for Made Good to expand globally.

A clear yes or no recommendation must be provided and supported.

Written Report Format – 10 marks

Include a cover page with Assignment Topic, your names, student # and date

Your summary report and recommendations should not exceed 5 pages in length

Double-spaced, 12 pt. font., proper grammar and spelling, sentence format, and point format as appropriate.

Include all required research, analysis and clear, relevant recommendations

Bibliography should be on a separate, final page.