The purpose of this presentation is to begin to develop an understanding of a culture other than your own and how customer differences lead to changes in the ways international marketing strategies and socially responsible decision marketing can be implemented in that culture. Culture is inextricably linked to market segmentation and positioning strategies in a given marketing context. To this effect, you are required to critically undertake the following tasks.

1. As part of a small group, select a country you would like to know more about and a product you think could be successful in that market. As a first step, gather information about the country. You will probably need to investigate other sources of information, such as books and magazines found in your library, or access information from the web (country and product information).
2. Prepare a summary of your findings that includes the following:
3. An overall description of the country, including such factors as its history, economy, religions and so on, that might affect marketing of the product you have selected
4. A description of the cultural values and business ethics dominant in the country.
5. The current status of this product in the country.
6. Your recommendations for a product strategy (product design, package, brand name, price and so on)
7. Your recommendations for promotional strategies.

Develop a class presentation (15 - 20 minutes) that includes four major parts:

1. Introduction – a brief overview of the country, product and problem studied.
2. Business ethics, cultural values, religions, economy etc
3. Methodology: the type of research used, the techniques used to gather the data (and why they were chosen – primary and secondary approaches)
4. Results - a compilation of the findings, including cultural values, business ethics, product differences etc.
5. Recommendations: a list of recommendations for actions management that might be based on the conclusions drawn from the study.
6. References – lists of journal papers, textbooks etc