Overview

Kit Kat bars, produced under a division of the Hershey Companyin the United States, are a phenomenon in Japan. Their successfulflavors include wasabi and green tea. There are over 80 flavorsfeatured, and they are marketed quite differently.

In this assignment, you will research another American company’sbusiness and marketing strategy for operations in one foreigncountry. You will also determine and describe the attributes thatare needed for it to be marketed in that country (i.e., India,Japan, China, etc.). Please do not use the example alreadygiven.

Outcome

1. Demonstrate a U.S. company’s adaptations to the culturalenvironment in international business. (J)

Instructions

Use numbers 1–4 in the instructions to organize andformat your assignment. This ensures you include all three elementsand helps readers follow your responses.

1. Select an American company and analyze its business andmarketing strategy in one foreign country. Focus on one country fora more complete analysis.
2. Analyze and summarize the adaptations the company makes toadjust for cultural, legal, and operational issues. (For example,an American car sold in England must be right-hand drive.)
3. Recognize obstacles that may be faced by the company.
4. Relate the product and your assessment to the concepts in thereadings and evaluate the attributes needed for marketing in theselected country.