Course: MKT425 (International Marketing)

Zarin tasnim

ID:16304136

SECTION: 3

Date: August 14, 2020

G-suit email Id: zarin.tasnim10@g.bracu.ac.bd

Phone number: 01986205502

Assume that you are a multinational company’s marketing manager “Sea to Taste”. You
are headquartered in the USA. You have recently explored a few South Asian countries,
and you want to consider Bangladesh as a new market for your organization. However, you
are concerned about:  

What specific aspects of the political environment may play a key role in your decision to
come to Bangladesh? ( 2 marks) Could these effects have been anticipated prior to market
entry? (1 Mark)  If not, could developments in the political arena be handled better by
foreign companies? Explain how. (2 marks)

Answer number 1

When I consider to Bangladesh as a new market for our organization as our headquarter is in
USA. Therefore, we need to consider specific aspects of the political environment regarding
Bangladeshi market. The political risks we will face is Economic risks and Price controls.

1. Economic risks: under the economic risks in one country face some difficulties in their
business environment.

 To conserve scarce foreign exchange: when a business wants to move another

country, they face the foreign exchange limitation. It becomes a international
trade barriers.

 Retailing against unfair trade practices: this thing also happens in Bangladesh
product at a cheap price and sell to consumer at a high price. In the following
case they also fake the meat and the sea food also causes the skin diseases to its
consumer.so this kind of act need to abolished that causes low quality product
and fake meat.

This also effect priorities in market barriers entry. As our business is in USA and we shifted in
Bangladesh, we face cultural differences in establishing business. Such as when a company enter
into the market the import regulations may be imposed to protect health benefits also. the
government also restricted some berries to give permit that all kinds off sea food is not allowed
in our market.
If the company goes in the foreign company there, they will not face any kind of market barriers
so they get the real tasted of the product. As there different from culture to culture they do not
face any halal issues in that market. Market syndicator are not pressurized by the markets. Its
benefited for the marketers when they go for the foreign market.

Question 2

As an International marketer what role does ethnocentrism play in the story of your
company launch in Bangladesh? (1mark). Evaluate the social institutions of Bangladesh
and how does it make an impact for your business? (2marks)

Which cultural aspects of Bangladesh will you keep in mind when assessing your business
strategies? (1 mark)

WHile designing strategy which stage of the planning process will be of most importance in
this case? ( 1mark) How will you protect yourself from counterfeit products (1 mark

Answer number 2

1.When we came Bangladesh as a host country to launch our product, we face the ethnocentrism
behavior as an international marketer. In the perspective of Bangladesh sea food market, we may
not take all the Bangladeshi people. As we not take all those foods and we not afford all of the
food because of high price. In that case those people who like them cannot take those.

2. The social institutions of Bangladesh makes an impact in our business. As we want to

establish it in Bangladesh the social institution makes an impact on it. As a result, it creates
impact on family behavior, religious, govt policies:

 family behavior: for the culture different every family do not go for the restaurant and
consume this food here it creates an impact on the sea food business.
 Religious: secondly as a religious value we are not to allowed all this kind of
preservative food.
  Govt. polices: lastly, govt policy does not allow this kind of food fixed some entry
berries. So, they cannot easily enter the market and sell those products.

While designing the business strategies in Bangladesh we should consider the thought process
and the rituals of Bangladesh. As the countries people are more ritualistic in their way of
behavior and the also giving their way of thought of consumption in the business.

While designing strategy the planning process the company follow preliminary analysis and
screening which matching company and the country’s need like Bangladesh. We should cope up
with the business idea and adapt the market plan according to the consumers behavior.

When want to protect yourself from counterfeit products we should follow the green marketing
legislation. Where we should think about our customer who are going to consume the food.
Those food will not harm them.

Question 3

If you launch the sea-food products in Bangladesh will you standardize these products or
will you adapt? Discuss your strategies. (2 marks) 

Suppose you are also considering Bhutan as a market for your products. 
Bhutan is a small, landlocked country nestled deep in the Himalayas between India and
China, Bhutan is characterized by steep mountains and deep valleys, which led to scattered
population settlement patterns. (www.worldbank.org)
As Bhutan – a nation best known for valuing GNH, gross national happiness, above GDP –
accelerates its development, its government and people have engaged in a new fight to
preserve its culture and keep its unique identity alive. (www. theguardian.com)
In a bid to fight globalisation with a form of Bhutanese “glocalisation”, the government has
passed a heritage sites bill, which protects its cultural traditions as well as its monuments.
It has its own broadcast channel, the Bhutan Broadcast Service, and insists on national
dress in government meetings and in schools. The tourist board is pushing homestays – a
Bhutanese version of bed and breakfast – in an attempt to bring money to rural areas,
while giving value to a traditional way of life.(www.theguardian.com)
Bhutan maintains solid growth and macroeconomic stability. Hydropower construction
and supportive fiscal and monetary policy have contributed to solid growth. Single-digit
inflation, a stable exchange rate, and accumulating international reserves attest to the
stability. Nevertheless, structural challenges remain, including large current account
deficits, high public debt, an underdeveloped private sector, and a high youth
unemployment rate. A delay in hydropower construction could cloud macroeconomic
prospects in the coming years (www.worldbank.org)
.Bhutan has a stable political and economic environment.  It has made tremendous
progress in reducing extreme poverty and promoting gender equality, while attention is
needed to address inequality issues.Bhutan has become a lower-middle income country and
poverty has been cut by two-thirds in the last decade (www.worldbank.org).
Which entry strategy will you follow for entering Bhutan? Justify your answer. (1 mark)
Name at least two economic risks you might face in a country like Bhutan. (2 marks)
If there are legal issues that you might face in Bhutan the ones similar to the information
mentioned in the case, where will you take the case and how will you protect yourself ? (2
marks)
Since Bhutan is a country in which the government, people and corporations all strive to
conserve the natural environment. Which aspect of your company’s product do you think
you can highlight to sell your company’s products. Why? ( 2 marks). 
 Answer number 3

When launch the sea food in Bangladesh according to the marketing mix, we should select the
adaptation considering to the customer needs. If you are not adapting to the environment
operating the business plan, we cannot sustain into the market first. The Bangladeshis are not
habituated with sea food there not enough possibilities to establish the business or any kind of
restaurant to consume it. Large number of people are not adapting it and the target market is high
for this business. So, for this business we need to adapt first.

Bhutan follow the free trade agreement for entering the global market. As Bhutan deal with the
majority of trade takes places with India, and the trade is not restricted for this country.

Bhutan economics risks should be Protect national security and unfair trade.

1.protect national security: As we can trade in Bhutan is a freely for that reason there is no
boundaries of government tariffs and task. So, if there any kind of illegality issues occur the
government will not solve the issue. Then it’s become a risk.

2.Raising revenue: when Bhutan entering the market there, they will face competitor
disadvantages which will be an obstacle to make profit. And as we know it is a small country so
its is not easy for them to invest in the big market which is important to sustain in the market. So
its become hard for them to gain more profit.

In Bhutan legal dispute happens in common and English law. The Constitution laws were
enacted in Bhutan.  As Bhutan democratize their government which examined many countries
legal systems and modeled its reforms after their laws. Here I can take problem to the
jurisdictional issues to the court and may they resolve the problem and give solution by the
system is given to us.
We will focus on geographical aspects here in Bhutan as it is mentioned in the case, they
conserve natural environment. Then we will focus on climate of the country if it is suitable to
grow the business as sea food product.