Instructions

Marketing $732-$ International Marketing

Individual Assignment #$1$

Country Research $-$ Research, Analysis and Conclusion

Requirements: Country Research and Analysis $-$ credible and current sources $-$ Product Launch $-$ Yes or NO $-1200$ to $1400$ words $-12$ point font,

$1\mathrm{.}5$ spacing $-$ excluding Cover page and bibliography

Task: You have been hired by an international Consumer Packaged Goods company to research what they believe to be an attractive market in

your home country $($Please use Lagos, Nigeria$)$ for the launch of a new personal skin care product for women.

The products general formulation contains moisturizing, and SPF properties, it could also be adapted to contain skin lightening or darkening

properties.

Specifically, their prospective target is your home state, province or major metropolitan area. Examples: Tehran, Iran; Shanghai, China; Chennai,

Tami Nadu, India; S$$o Paulo, Brazil;

Your task is to develop an analysis and prepare a written report on the following parameters:

Attractiveness of the market including an overview and discussion of $-$ the best segments$/$targets$,$ related literacy and education levels, media

sources and general economic conditions.

However, your focus should be on culture including, relevant insights into history, geography and climate and specifically you should consider:

Material Culture $-$ Technology $-$ the techniques and "know$-$how" of producing material goods; Economics $-$ the employment of capabilities and

the results.

Social Institutions $-$ Social organizations $-$ family life, status, age. Education $-$ literacy and intelligence and how informed the public is$.$ Political

structures $-$ control over business.

Man and the Universe $-$ Belief systems $-$ what are they and how do they affect product and promotional acceptance?

Aesthetics $-$ Graphic and plastic arts $-$ degree of modernization. Folklore $-$ superstition, tradition, etc. Music, drama, and the dance $-$ promotional

possibilities.

The report must have a supported conclusion to enter the market or not including, a description of the target market and any product

adaptations that the company would have to make.