Relative advantage

 

Choose a country and a product / service that is not currently found in the targeted country and devise a cultural analysis and marketing plan for the chosen country.

For example, you can choose to market an automobile from the United States into a foreign country or can choose to market an automobile into the United States that is not currently available here.

International students are especially encouraged to find products / services that they’ve been accustomed to or enjoyed (a favorite type of food product) here in the United States and wish to “export” to their home country.

Cultural Analysis: The data suggested in a cultural analysis includes information that helps the marketer make market-planning decisions. However, its application extends beyond product and market analysis to being an important source of information for someone interested in understanding business customs and other important cultural features of the country. This cultural analysis is composed of two parts: information on the cultural makeup of the country and the economic analysis of the country. I would be impressed if you invoked the Twenty-Contrasting Cultural Factors for economic success.

The information in this analysis must be more than a collection of facts. In preparing this material, you should attempt to interpret the meaning of cultural information.

Your analysis should attempt to deal with each of these areas.

I. Introduction

II. The Product

A. Evaluate the product as an innovation as it is perceived by the intended market.

1. Relative advantage

2. Compatibility

3. Complexity

4. Trialability

5. Observability

B Major problems and resistance to product acceptance based on the preceding evaluation

III. The Market

A. Describe the market(s) in which the product is to be sold

1. Geographical region(s)

2. Forms of transportation and communication available in that (those) region(s)

3. Consumer buying habits

a. Product-use patterns

b. Product feature preferences

c. Shopping habits

4. Distribution of the product

a. typical retail outlets

b. Product sales by other middlemen

5. Advertising and promotion

a. Advertising media usually used to reach your target market(s)

b. Sales promotions customarily used (sampling, coupons, etc.)

6. Pricing strategy

a. Customary markup

b. Types of discounts available

B. Compare and contrast your product and the competition’s product(s).

1. Competitor’s product(s)

a. Brand name

b. Features

c. Package

2. Competitor’s prices

3. Competitor’s promotion and advertising methods

4. Competitor’s distribution channels

C. Market size

1. Estimated industry sales for the planning year

2. Estimated sales for your company for the planning Year

D. Government participation in the marketplace

1. Agencies that can help you.

2. Regulations you must follow

Sample Solution

In 1962, Rogers defined Relative Advantage as the “degree to which customers perceive a new product or service to be superior than its substitute.” Later, in 1993, he added a new definition: “the degree to which an invention is viewed as being better than the notion it replaces.” The term relative advantage refers to the degree to which one product appears to be superior to another. It is most commonly used with new products or services. This idea is based on a consumer’s impression of a product or service, and does not necessarily reflect the product or service’s real features. The concept aids organizations in determining whether customers would want to utilize this product or stick with their current one.

racteristics, the experience, individual characteristics and abilities of the pioneer, and the third are part attributes, the inspiration, expertise and experience levels of gathering individuals (Chelladurai and Madella, 2006). The situational attributes and part qualities have a necessary way of behaving to guarantee most extreme gathering execution, they additionally have a favored way of behaving to guarantee the fulfillment of gathering individuals, assuming that the pioneers genuine way of behaving matches both the expected way of behaving and favored conduct of the circumstance the result is greatest gathering execution and fulfillment. Nonetheless, in the event that the gathering are not performing and accomplishing objectives or are not fulfilled or both, then the pioneer can change their genuine way of behaving to work on this. Pioneers ready to screen execution and fulfillment, and figure out what is expected to revise going on will accomplish ideal gathering execution in Chelladurai’s model. The one limit of Chealldurai’s model is that it accepts the pioneer is in a place of complete positional control over the gathering, and can execute any initiative style fitting their personal preference without requirements. Positional power is the power and impact a pioneer has over a gathering, assuming the pioneer has positional power, they will actually want to carry out the initiative style they best see fit for the circumstance. Positional power can’t be estimated or measured, making it profoundly vague and difficult for a pioneer to comprehend whether they have it or how then can acquire it. It turns into the obligation of the association to have strategies set up to give pioneers some positional power, typically by laying out a reasonable hierarchal construction. By laying out a progressive system, the pioneer is seen by the gathering to have the option to set expectations and expect consistence from them giving the pioneer real power (French and Raven, 1959). Besides, by furnishing the pioneer with the capacity to compensate consistence and rebuff resistance from the gathering, the pioneer has reward and coercive power (French and Raven, 1959). To acquire total control over the gathering the pioneer should acquire the trust and conviction of the gathering that they are fit for progress, by guaranteeing the gathering are both fulfilled and meeting execution objectives. The significance of laying out an order became clear during the arranging phase of the open air administration course for the red group, the organizers inside the group accepted positions of authority however couldn’t acquire positional power because of the group being a friend bunch (Pettinger, 2007). The pioneers chose had little power and impact over the gathering as everybody was seen to have similar position, status and occupation, thus the pioneers had none of French and Ravens five bases of force (Pettinger, 2007). The outcome was pioneers with no positional control over the gathering, so couldn’t immediate the gathering with the technique for authority expected for the circumstance. The errand had critical limitations, especially a brief period of time and an enormous gathering size, for

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