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Adapting products to foreign markets

As businesses opt to expand internationally, it is important to understand marketing techniques for various countries and cultures.

You are the new international marketing team for AIU (American Interests United), based in Hoffman Estates, IL. The company manufactures many types of packaged food products currently only marketed in the USA. The team needs to decide on a product line that can be adapted (or kept standard) for the country you select. Be sure to choose countries located outside the U.S. on different continents (e.g., Asia, Africa, Europe, North or South America, and Australia), and select a foreign country (market) in which to market the line. The food produced by AIU is up to you.

Brainstorm the choices and coordinate the group effort using the Group Discussion Board.

The final product will be comprised of a written proposal including the following sections:

Examination of the international marketing environment for the proposed country
Insights on cultural concerns that need to be considered
Product line to be marketed in the target country and rationale for choice
Target market and rationale for choice
Proposed plan to enter the new market (exporting, joint venture, or direct investment) and rationale for choice.
Any cited materials also to go by attach to assignment

Solution Preview

After some thought and research I am offering an idea of a country and product that you may like to work with. The product choice can be modified if you don't care for the one proposed, but the information I am providing is basic for beginning such a project. I also included a couple of sources to gain more information, but any international business journal or website would offer information. I hope this helps you.

I would look at doing some products like milk products that can be kept on the shelf. Vietnam is working to reduce its poverty rate and increase its economic base and has succeeded well in the past fifteen years. It has renewed contact with the West and is working to form more and ...

Solution Summary

Learning to adapt to foreign markets is important to businesses in the global marketplace. Using Vietnam as the foreign market, a product being packaged for the country, milk, is analyzed for reasons both for the business and the customer base. Health issues, legal issues, and the climate of Vietnam are included.