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 income
2) Population
Total
Growth rate
Birth rate
3) Distribution of Population
Age
Sex
Geographic area
Migration rate
4) 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 industry
6) Natural Resources
7) Major agricultural crops
8) Major Exports and Imports
9) Trade Restriction
Custom duties
Tariffs
Quotas
Licensing
10) Foreign Investment
Trend
Opportunities
11) Transportation system
Modes: Air, Road and Railway, Sea
Availability

 Freight rates
12) Communication System
Types: Tlcommunications, Internet, Fax, Postal Services
Availability
Rates

13) Labor Force

Size
Unemployment rate
Salaries and wages
Labor benefits
14) Developments in Science and Technology
15) Media
Availability of media
Cost
Coverage of various media
Percentage of population reached by each media
16) Channel of distribution
Most preferred channel of distribution
Retailers
o No. of retailers
o Typical size of outlets
o Scale of operation
o Development and role of organized retailing
Distributors
o Number and size
o Warehousing
Penetration in urban and rural area
6) SOCIO CULTURAL ANALYSIS
1) Family
The nuclear / extended family
Parental roles
Male/Female Role
2) Education
The role of education in society
The quality and level of development of Primary education, Secondary education
and Higher education
Literacy Rate
3) Living conditions
Food habits

 Housing
Clothing
Recreation, sports and other leisure activities
Health care
Social security
4) Religion
Prominent religion
Membership of each religion
Influence of religion on society
5) Race, Ethnicity and Subculture
6) Language
Official Language
Spoken language
7) Aesthetics
Art
Music
Drama, Ballet and other performing arts
8) Major Festivals
9) Attitude towards other cultures

PART II: MARKET AUDIT AND MARKETING PLAN

1) Product to be exported to the country
2) Description of the product
3) Market size
Industry sales
Industry growth rate
Industry Structure
Characteristics of the Industry
4) Target Market and Positioning of the product
5) Geographic areas to be served
6) Consumer buying habits
Product use pattern
Product feature preferences
Shopping habits
7) Brand name
8) Packaging
Size, Type, Color and Labeling
9) Mode of export
Direct / Indirect
Agent/ Merchant
10) Transportation

Mode of transportation
o Rail
o Road
o Air
o Ocean
Selection of port
Origin port
Destination port

Packing
Marking and labeling
Containerization
Approximate cost
11) Distribution channel
Preferred channel of distribution
Scale of distribution channel: extensive, selective, exclusive
Warehousing
12) Promotion mix
Advertising
o Objective
o Media
o Message
Sales Promotion
Personal selling or other modes of promotion
13) Pricing strategy
14) Documentation requirement
15) Method of payment