Cross-Cultural Consumer Behaviour – Market Entry Strategy Analysis

Scenario

To prepare for your poster, you will need to address the following tasks:

In the first instance, you will need to select a brand from a product or service sector of your choice (For instance, Food/Beverage, Clothing/Footwear, Skin Care/Cosmetics, Restaurants, Leisure/Entertainment, etc.). Your choice could range from a small independent organisation currently targeting a small niche market to a global brand targeting multiple markets, nationally and/or internationally.

• The brand should be briefly introduced.

Required Tasks:

Task 1 [Learning Outcome 1]:

Select ONE market where the brand does not currently operate. This market must be culturally different from the brand’s home market. Discuss the basis on which this market is classified as culturally different.

Task 2 [Learning Outcome 1]:

Considering any cultural differences, discuss in depth the relevant individual, psychological AND sociological factors that may influence the chosen market’s decision-making process when purchasing your brand’s products.

Task 3 [Learning Outcome 2]: Given the preceding findings and assuming the brand wishes to enter this market, recommend the key marketing decisions that would be suitable for the market