Project Guideline of International Marketing Management

PART I: COUNTRY ANALYSIS

Select any country of your choice and analyze it from Political, Legal, Economical and Socio Cultural point of view.

1) BRIEF HISTORY OF NATION

2) GEOGRAPHICAL SETTING Location Climate Topography States / Province Capital and Major Cities

3) POLITICAL SCENARIO Type of the Political system Government Philosophy: Communist, Capitalist, Mixed, Openness to Globalization, Attitude towards MNCs No. of political parties Stability of Government Level of Political risk Tax System Role of state and Local government

4) LEGAL SYSTEM Type of Legal System: Civil, Common or Islamic Organization of Judiciary System Laws regarding patent, trademark, brand name, advertising, packaging, labeling, labor contract, property etc Participation in patent, trademark and other convention

5) ECONOMIC ANALYSIS

1) Economic Statistics GNP or GDP (in $) Constitution of GDP: manufacturing, service and agriculture Growth rate Per capita income Export/Import Inflation External Debt Internal Debt Fiscal deficit Balance of Payment Exchange rate of currency Interest rate Saving Rate Disposable income2) Population Total Growth rate Birth rate3) Distribution of Population Age Sex Geographic area Migration rate4) Distribution of Wealth Income classes Proportion of Population in each class Is the distribution distorted?5) Principal Industries Contribution of each industry to GDP Ratio of private to public sector industry6) Natural Resources7) Major agricultural crops8) Major Exports and Imports9) Trade Restriction Custom duties Tariffs Quotas Licensing10) Foreign Investment Trend Opportunities11) Transportation system Modes: Air, Road and Railway, Sea Availability Freight rates12) Communication System Types: Tlcommunications, Internet, Fax, Postal Services Availability Rates

13) Labor Force Size Unemployment rate Salaries and wages Labor benefits14) Developments in Science and Technology15) Media Availability of media Cost Coverage of various media Percentage of population reached by each media16) Channel of distribution Most preferred channel of distribution Retailers No. of retailers Typical size of outlets Scale of operation Development and role of organized retailing Distributors Number and size Warehousing Penetration in urban and rural area

6) SOCIO CULTURAL ANALYSIS

1) Family The nuclear / extended family Parental roles Male/Female Role2) Education The role of education in society The quality and level of development of Primary education, Secondary education and Higher education Literacy Rate3) Living conditions Food habits Housing Clothing Recreation, sports and other leisure activities Health care Social security4) Religion Prominent religion Membership of each religion Influence of religion on society5) Race, Ethnicity and Subculture6) Language Official Language Spoken language7) Aesthetics Art Music Drama, Ballet and other performing arts8) Major Festivals9) Attitude towards other cultures

PART II: MARKET AUDIT AND MARKETING PLAN

1) Product to be exported to the country2) Description of the product3) Market size Industry sales Industry growth rate Industry Structure Characteristics of the Industry 4) Target Market and Positioning of the product5) Geographic areas to be served6) Consumer buying habits Product use pattern Product feature preferences Shopping habits7) Brand name8) Packaging Size, Type, Color and Labeling 9) Mode of export Direct / Indirect Agent/ Merchant10) Transportation Mode of transportation Rail Road Air Ocean Selection of port Origin port Destination port Packing Marking and labeling Containerization Approximate cost11) Distribution channel Preferred channel of distribution Scale of distribution channel: extensive, selective, exclusive Warehousing 12) Promotion mix Advertising Objective Media Message Sales Promotion Personal selling or other modes of promotion13) Pricing strategy14) Documentation requirement15) Method of payment