::International Marketing:: The final project topic is : "Tim Hortons in India" Imagine you are planning open Tim Hortons store in India. Do the required International Marketing research. Find the att
PART I: Introduction to the Culture of the INDIA
[HELPFUL NOTE:
This section relates to Part 2 of the text has been discussed in class (Part 2 is chapters 2, 3, 4, and 5). Cultural Analysis: The data suggested in the cultural analysis includes information that helps the marketer make market-planning decisions. However, its application extends beyond product and market analysis to being an important source of information for someone interested in understanding business customs and other important cultural features of the country. This cultural analysis is composed of two parts: information on the cultural makeup of the country and the economic analysis of the country.
The information in this analysis must be more than a collection of facts. In preparing this material, you should attempt to interpret the meaning of cultural information.]
I. Include short profiles of the company, the product to be exported and the country with which you wish to trade.
II. Brief discussion of the country’s relevant history
III. Geographical setting
location
climate
topography
IV. Social institutions
Family
The nuclear family
The extended family
Dynamics of the family
Parental roles
Marriage and courtship
Education
The role of education in society
Primary education (quality, levels of development, etc)
Secondary education (quality, levels of development, etc.)
Higher education (quality, levels of development, etc.)
Literacy rates
Political System
Political structure
Political Parties
Stability of government
Special taxes
Role of local government
Legal System
Organization of the judiciary system
Code, common, socialist, or Islamic-law country?
Participation in patents, trademarks and other conventions
Organizations
Group behavior
Social classes
Clubs, other organizations
Race, ethnicity and subcultures
Business customs and practices
V. Religion and aesthetics
Religion and other belief systems
Orthodox doctrines and structures
Relationship with the people
Which religions are prominent?
Membership of each religion
Any powerful or influential cults?
Aesthetics
Visual arts (fine arts, plastics, graphics, public arts, colors etc.)
Music
Drama, ballet, and other performing arts
Folklore and relevant symbols
VI. Living conditions
Diet and nutrition
Meat and vegetable consumption rates
Typical meals
Malnutrition rates
Foods available
Housing
Types of housing available
Do most people own or rent?
Do most people live in one-family dwellings or with other families?
Clothing
National dress
Types of clothing worn at work
Recreation, sports, and other leisure activities
Types available and in demand
Percentage of income spent on such activities
Social security
Health Care
VII. Language
Official language(s)
Spoken versus written language(s)
Dialects
VIII. Executive Summary
After completing all of the other sections, prepare one-page (maximum length) summary of the major points and place it at the front of the report. The purpose of an executive summary is to give the reader a brief glance at the critical points of your report. Those aspects of the culture a reader should know to do business in the country but would not be expected to know or would find different based on his or her home country should be included in this summary.
IX. REFERENCES
X. Appendixes
PART II: The Economic Analysis of the INDIA
[HELPFUL NOTE:
This part relates to Part 3 of the textbook has been covered in the class. (Part 3 of the text includes chapter 6, 7, 8, and 9). The reader may find the data collected for the economics analysis guideline are more straightforward than for the cultural analysis guideline. There are two broad categories of information in this guideline: general economic data that serve as a basis for an evaluation of the economic soundness of a country and information on channels of distribution and media availability. As mentioned earlier, the guideline focuses only on broad categories of data and must be adapted to the particular company and its product needs. With that said, write at least one (1) paragraph for each of these sections.]
Guideline
I. Introduction
II. Population
Total
Growth rates
Number of live births
Birth rates
Distribution of population
Age
Sex
Geographic areas (urban suburban, and rural density and concentration)
Migration rates and patterns
Ethnic groups
III. Economic statistics and activity
Gross national product (GNP or GDP)
Total
Rate of growth (Real GNP or GDP)
Personal income per capita
Average family income
Distribution of wealth
Income classes
Proportion of the population in each class
Is the distribution distorted?
Minerals and resources
Surface transportation
Mode
Availability
Usage rates
Ports.
Communication systems
Types
Availability
Usage rates
Working conditions
Employer-Employee relations
Employee participation
Salaries and benefits
Principal industries
What proportion of the GNP does each industry contribute?
Ratio of private to publicly owned industries
Foreign Investment
Opportunities?
Which industries?
International trade statistics
Major exports
Dollar value
Trends
Major imports
Dollar value
Trends
Balance-of-payments situation
Surplus or deficit?
Recent trends
Exchange rates
Single or multiple exchange rates?
Current rate of exchange
Trends
Trade restrictions
Embargoes
Quotas
Import taxes
Tariffs
Licensing
Customs duties
Extent of economic activity not included in cash income activities
Counter trades
Products generally offered for counter trading
Types of counter trades requested (i.e. barter, counter purchase, etc.)
Foreign aid received
Labor force
Size
Unemployment rates
Inflation rates
IV. Developments in science and technology
Current technology available (computers, machinery, tools etc.)
Percentage of GNP invested in research and development
Technological skills of the labor force and general population
V. Channels of distribution (macro analysis)
This section reports data on all channel middlemen available within the market. Select a specific channel as part of your distribution strategy for your marketing plan
Retailers
Number of retailers
Typical size of retail outlets
Customary markup for various classes of goods
Methods of operation (cash/credit)
Scale of operation (large/small)
Role of chain stores, department stores specialty shops
Wholesale middlemen
number and size
Customary markup for various classes of goods
Method of operation (cash/credit)
Import/Export agents
Warehousing
Penetration of urban and rural markets
VI. Media
This section reports data on all media available within the country or market. Select specific media as part of the promotional mix and strategy for your marketing plan.
Availability of media
Costs
Television
Radio
Print
Other media (cinema, outdoor etc.)
Agency assistance
Coverage of various media
Percentage of population reached by each of the media
VII. Executive summary
After completing the research for this report, prepare a one-page (maximum) summary of the major economic points and place it at the front of the report
VIII. REFERENCES
IX. Appendixes
Bartlett, Christopher A., and Sumantra Ghoshal. “Going Global: Lessons from Late Movers.” Harvard Business Review 78, no. 2 (March-April 2000), pp. 132-142.
Craig, C. Samuel, and Susan P. Douglas. “Responding to the Challenges of Global Markets: Change, Complexity, Competition, and Conscience.” Columbia Journal of World Business 31, no. 4 (Winter 1996), pp. 6-18.
Griffith, David A. "Understanding Multi-level Institutional Convergence Effects on International Market Segments and Global Marketing Strategy" Journal of World Business Volume 45, Issue 1, January 2010, Pages 59–67.
Halal, William E. “Global Strategic Management in a New World Order.” Business Horizons 36, no. 6 (November-December 1993), pp. 5-10.
Hu, Tao-Su. “Global or Stateless Corporations are National Firms with International Operations.” California Management Review 34, no. 2 (Winter 1992), pp.107-126.
Lazer, William. “Changing Dimensions of International Marketing Management.” Journal of International Marketing 1, no. 3 (1993), pp. 93-103.
Li Jiato, and Stephen Guisinger, “How Well Do Foreign Firms Compete in the United States?” Business Horizons 34, No. 6 (November-December 1991), pp. 49-53.
Morrison, Allen J., David A. Ricks, and Kendall Roth. “Globalization Versus Regionalization: Which Way for the Multinational?” Organizational Dynamics (Winter 1991), pp. 17-29.
Quelch, John A. and Edward J. Hoff. “Customizing Global Marketing.” Harvard Business Review (May-June 1986), pp. 59-68.
Zou, Shaoming, and S. Tamer Cavusgil. “The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Performance.” Journal of Marketing 66 (October 2002), pp. 40-56.