Global and Cross-Cultural Marketing

Final Project

Please choose ONE of the FIVE scenarios below as your topic.

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1. You are the brand manager of a new organic face cream that has done particularly well among young people in your home country. The product is designed to restore moisture to your skin and repair damage done from exposure to ultraviolet rays. All of the ingredients are natural and sustainably sourced. No animal testing has been done, but it has received a seal of approval from your government’s health department. The product is not inexpensive, and it retails for about more than 20% more than competing brands.

2. Your company has developed an effective way to prepare food without using either gas or electricity. It relies on solar energy to efficiently heat and cooks food. This affordable, portable product has become very popular with hikers and campers in your country. While you might wish to export this product to countries where camping and backpacking are popular, it might be of use to other populations that do not have easy access to electricity or gas for cooking.

3. Your company has developed a very affordable electric motor scooter. People in your home country rely on it to get around crowded areas where there is little room to drive or to park. The scooter can travel up to 100 km without needing to be recharged.

4. Your company has access to some of the finest coffee beans in the world. They are organically grown by farmers who are paid good wages through fair trade. You do not wish to open up a retail outlet to compete with Starbucks. Rather, you are targeting the home-coffee aficionado market that prefers to prepare cappuccino and other drinks using bean-to-cup technology.

5. Your company has developed a complete smart home system whereby you can control all of the electrical appliances and devices in your home using a smartphone app. Key features are energy savings, security monitoring, and providing adults with the opportunity to monitor the wellbeing of their aging parents who live independently

Conduct a three-phase country screening exam using secondary data to identify a suitable market into which you will expand from your home market. Your 10-page DOUBLE spaced 11-point font report must include the following:

1. Name your brand and describe, in more detail than above, why your brand has succeeded in your HOME market. What are the characteristics of the home market that made your brand successful?

2. Conduct a PESTL analysis of all countries in the world by choosing at least five general market criteria. These may include economic factors, technological factors, population factors. For each of the five criteria, state the criterion, the acceptable range, the reason, and the number of country markets that meet that criterion. Present your results in a table as follows:




Number of Countries

You should have a minimum of 20 and a maximum of 30 countries after the first screening. Please remember to list them in some order that makes sense.

3. Next, choose three industry-related criteria to further narrow down these countries. These criteria should NOT be a general business environment. They should be related to the product or the industry. Please put your analysis in a table as follows.




Number of Countries




After the second screening, you should have narrowed your choices down to 3-4 potential markets to enter.

4. In the third phase of the screening, please do an in-depth analysis of the finalists. You should consider at LEAST 3 pros and 3 Cons of each finalist. Try to compare the finalist markets on similar criteria.

5. Indicate which country you have chosen for initial entry and briefly summarize why.

6. Indicate which mode of entry you believe to be most appropriate for entering the market.

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