::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

1. Family
  1. The nuclear family
  2. The extended family
  3. Dynamics of the family
    1. Parental roles
    2. Marriage and courtship

1. Education
  1. The role of education in society
    1. Primary education (quality, levels of development, etc)
    2. Secondary education (quality, levels of development, etc.)
    3. Higher education (quality, levels of development, etc.)
  2. Literacy rates

1. Political System
  1. Political structure
  2. Political Parties
  3. Stability of government
  4. Special taxes
  5. Role of local government

1. Legal System
  1. Organization of the judiciary system
  2. Code, common, socialist, or Islamic-law country?
  3. Participation in patents, trademarks and other conventions

1. Organizations
  1. Group behavior
  2. Social classes
  3. Clubs, other organizations
  4. Race, ethnicity and subcultures

1. Business customs and practices

V. Religion and aesthetics

1. Religion and other belief systems
  1. Orthodox doctrines and structures
  2. Relationship with the people
  3. Which religions are prominent?
  4. Membership of each religion
  5. Any powerful or influential cults?

1. Aesthetics
  1. Visual arts (fine arts, plastics, graphics, public arts, colors etc.)
  2. Music
  3. Drama, ballet, and other performing arts
  4. Folklore and relevant symbols

VI. Living conditions

1. Diet and nutrition
  1. Meat and vegetable consumption rates
  2. Typical meals
  3. Malnutrition rates
  4. Foods available

1. Housing
  1. Types of housing available
  2. Do most people own or rent?
  3. Do most people live in one-family dwellings or with other families?

1. Clothing
  1. National dress
  2. Types of clothing worn at work

1. Recreation, sports, and other leisure activities
  1. Types available and in demand
  2. Percentage of income spent on such activities
2. Social security
3. Health Care

VII. Language

1. Official language(s)
2. Spoken versus written language(s)
3. 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

1. Total
  1. Growth rates
  2. Number of live births
  3. Birth rates
2. Distribution of population
  1. Age
  2. Sex
  3. Geographic areas (urban suburban, and rural density and concentration)
  4. Migration rates and patterns
  5. Ethnic groups

III. Economic statistics and activity

1. Gross national product (GNP or GDP)
  1. 1. 1. Total
        
        Rate of growth (Real GNP or GDP)
        
        Personal income per capita
        
        Average family income
2. Distribution of wealth
  1. Income classes
  2. Proportion of the population in each class
  3. Is the distribution distorted?
3. Minerals and resources
4. Surface transportation
  1. Mode
  2. Availability
  3. Usage rates
  4. Ports.
5. Communication systems
  1. Types
  2. Availability
  3. Usage rates
6. Working conditions
  1. Employer-Employee relations
  2. Employee participation
  3. Salaries and benefits
7. Principal industries
  1. What proportion of the GNP does each industry contribute?
  2. Ratio of private to publicly owned industries
8. Foreign Investment
  1. Opportunities?
  2. Which industries?
9. International trade statistics
  1. Major exports
    1. Dollar value
    2. Trends
  2. Major imports
    1. Dollar value
    2. Trends
  3. Balance-of-payments situation
    1. Surplus or deficit?
    2. Recent trends
  4. Exchange rates
    1. Single or multiple exchange rates?
    2. Current rate of exchange
    3. Trends
10. Trade restrictions
  1. Embargoes
  2. Quotas
  3. Import taxes
  4. Tariffs
  5. Licensing
  6. Customs duties
11. Extent of economic activity not included in cash income activities
  1. Counter trades
    1. Products generally offered for counter trading
    2. Types of counter trades requested (i.e. barter, counter purchase, etc.)
    3. Foreign aid received
12. Labor force
  1. Size
  2. Unemployment rates

1. 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

1. Retailers
  1. Number of retailers
  2. Typical size of retail outlets
  3. Customary markup for various classes of goods
  4. Methods of operation (cash/credit)
  5. Scale of operation (large/small)
  6. Role of chain stores, department stores specialty shops
2. Wholesale middlemen
  1. number and size
  2. Customary markup for various classes of goods
  3. Method of operation (cash/credit)
3. Import/Export agents
4. Warehousing
5. 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.

1. Availability of media
2. Costs
  1. Television
  2. Radio
  3. Print
  4. Other media (cinema, outdoor etc.)
3. Agency assistance
4. Coverage of various media
5. 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

HELPFUL Articles:

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.