Nanyang Technological University

Annex A

NANYANG TECHNOLOGICAL UNIVERSITY

School of Humanities & Social Sciences

Language & Communication Centre

HW0310 Professional CommunicationAssignment 2 Outline

Please use this form to prepare your outline and submit it to your tutor by Tutorial 3.

Tutorial Group: MA10

Day/Time: Friday, 12:30pmGroup members names:1. Vincent Wong Chee Wai

3. Cheong Yong Cheng

2. Ow Ying Zhi Diana

Topic: Intercultural Communication

Case study: Abercrombie & Fitch (A&F) controversial marketing strategies have caused displeasure and disdain among certain groups of Singaporeans.Source of case study: Intercultural sensitivity http://www.cnngo.com/singapore/shop/abercrombie-fitch-too-sexy-singapore-833818 Problem: Apparel companies rely on distinct marketing strategies to outshine other companies. However, it is very important to understand the social culture of different countries in order to achieve intercultural sensitivity. Failure to do so will result in a backlash from the general public and lose their appeal in the market.Purpose: To analyse a case study in which Abercrombie & Fitch distinct business model provokes intercultural insensitivity in Singapore.Questions to address in the oral presentation:

1. What messages are A&F trying to convey with their marketing strategies?

2. How did Singaporeans, especially among the conservative and traditional groups, perceive his message?

3. What are the extensive problems that are caused by A&F, and how did the company CEO, Mr Mike Jeffries attempt to solve them?

4. What application can this case study have to us graduating students? PAGE HW310 Assignments Instructions- 1 -12/02/2014