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Competency 309.2.4: Cultural Sensitivity -

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Competency 309.2.4: Cultural Sensitivity - The graduate demonstrates sensitivity to cultural;differences that impact business practice in foreign markets.;Objective309.2.405:Describehowspecifiedmulticulturalissuesmayimpactthemarketingapproachfor;givenproductsinagivenmarket.;Objective309.2.406:Explainhowcrossculturalcommunicationissuesaffectmarketingstrategies.;Objective309.2.407:Evaluatetheimpactofspecifiedcrossculturalethicaldifferencesonmarketing;strategies.;Introduction;Ethical situations may arise when entering a new international market. For example, specific;marketing strategies currently in use in the United States and European countries may not be;appropriate strategies for an Eastern Asian market.;Given;Company A is headquartered in a regional manufacturing area in the United States. Company A;produces engine components that undergo an extra heat-hardening process that provides;extended life for engines of heavy-duty trucks, and it provides specialized machined engine;components to all major U.S. truck and automobile manufacturers. Company A currently has;5,000 employees in the United States and wants to double its size within the next four years.;Afterestablishingthroughmarketresearchthatahugegrowthpotentialexistsfornewentrantsofheavy;dutytrucksinseveraltargetcountries,CompanyAexpandedsuccessfullyintooneEuropeancountrythis;pastyear.ThecompanyisnowconsideringexpansionintoanEasternAsianmarket.Seniormanagement;believesCompanyAwillmorethandoublecompanyprofitswithitsexpansionintheinternationalmarket.;Asamemberoftheexpansionteam,youwillbeakeyplayerinensuringthesuccessofthisnewventure.;Youwillberesponsibleforprovidingassessments,analysis,andwrittenplansforsuccessfulfurtherance;ofCompanyAsglobalmarketingplan.YourmanageratCompanyAhasaskedyoutosubmitadetailed;marketingapproachthatthemanagerwillpresenttotheoperatingcommittee.Yourapproachshould;addressanymajorcrossculturalchallengesthatmaylikelysurfaceasCompanyAexpandsintoan;EasternAsianmarket.;Task;Write an essay (suggested length 35 pages) in which you;A.IdentifyonecountryinEasternAsia(e.g.,Japan,China,NorthKorea,SouthKorea,Macau,Taiwan;orMongolia)tobethefocusofyouressay.;B.IdentifymajorcrossculturalissuesthatmayimpactCompanyAsmarketingapproachinthis;situation.;Section B asks you to identify and explain the impacts of cross-cultural issues when a domestic company;conducts business in an East Asian country (your choice). Issues that need to be considered include how;the two different cultures view various business practices, how they might communicate differently, and;then ultimately how the domestic firm would market its product or service because of those differences.;1.DescribehowtheissuesyouidentifiedmayimpacttheapproachCompanyAtakes.;C.ExplainhowcrossculturalcommunicationaffectsmarketingstrategiesintheEasternAsiancountry;youidentifiedinpartA.;1.Provideexamplesthatsupportyourexplanation.;D.EvaluatetheimpactofcrossculturalethicaldifferencesinmarketingstrategiesbetweentheUnited;StatesandtheEasternAsiancountryyouidentifiedinpartAasCompanyAenterstheEastern;Asianmarket.;E. If you choose to use outside sources, include all in-text citations and references in APA;format.

 

Paper#31119 | Written in 18-Jul-2015

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