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 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, the prospective target is your home state, province or major metropolitan area. Examples: Tehran, Iran; Shanghai, China; Greater Toronto Area (GTA), Ontario, Canada; Chennai, Tami Nadu, India; So Paulo, Brazil

Your task is to develop an analysis on the following parameters:

Attractiveness of the market including an overview and discussion of the best market 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 examine:

1. Material Culture - Technology - the techniques and "know-how" of producing material goods; Economics - the employment of capabilities and the results.
2. Social Institutions and organizations - family life, status, age; Education - literacy and intelligence and how informed the public is; Political structures - control over business.
3. Man and the Universe - Belief systems - what are they and how do they affect product and promotional acceptance?
4. Aesthetics - Graphic arts - degree of modernization; Folklore - superstition, tradition, etc.; Music, drama, and the dance - promotional possibilities.

The report must have a supported conclusion to whether you will launch the product in your home market or not, including, a description of the target market and any product adaptations that the company would have to make.

Your written report will be evaluated on three criteria.

• 60% - the quality and depth of your research and analysis in particular key insights into the market potential and cultural challenges
• 25% - supported and clear recommendations about whether to launch or not
• 15% - quality and structure of the written report - English language usage, spelling and grammar