BSAD 2720 International Marketing: Verizon Marketing Qatar (Term Paper Sample)

Instructions:

TOPIC
Country and a product / service that is not currently found in the targeted country
DETAILS
Pages: 7
Sources: 10
Style: MLA
DESCRIPTION
MUST HAVE WORKS CITED! PLEASE SEE ATTACHMENT FOR FULL INSTRUCTIONS. Students should 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. There are 2 parts to this assignment (Cultural and Economic), however, it should be submitted as one project. Please draft a short paragraph for each section (I, II, III..), and include the required executive summary for each section. The project should be a minimum/maximum of 1,500-2,500 words.
BSAD 2720 International Marketing Management
Market Research Assignment
Market-oriented firms build strategic market plans around company objectives, markets and the competitive environment. Planning for marketing can be complicated even for one country, but when a company is doing business internationally, the problems are multiplied. Company objectives may vary from market to market and from time to time; the structure of international markets also changes periodically and from country to country; and the competitive, governmental, and economic parameters affecting market planning are in a constant state of flux. These variations require international marketing executives to be specially flexible and creative in their approach to strategic marketing planning.
Students should 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. There are 2 parts to this assignment (Cultural and Economic), however, it should be submitted as one project. Please draft a short paragraph for each section (I, II, III..), and include the required executive summary for each section. The project should be a minimum/maximum of 1,500-2,500 words.
For example, students 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.
Cultural Analysis: The data suggested in the 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.
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. With that said, your country analysis should contain at least one paragraph on each of the following areas:
PART I: Introduction to the Culture of the Country
I. Include short profiles of the company, the product to be exported and the country with which you wish to trade.
II. Brief discussion of the country's relevant history
III. Geographical setting
a) location
b) climate
c) topography
IV. Social institutions
a) Family
i) The nuclear family
ii) The extended family
iii) Dynamics of the family
(1) Parental roles
(2) Marriage and courtship
b) Education
i) The role of education in society
(1) Primary education (quality, levels of development, etc)
(2) Secondary education (quality, levels of development, etc.)
(3) Higher education (quality, levels of development, etc.)
ii) Literacy rates
c) Political System
i) Political structure
ii) Political Parties
iii) Stability of government
iv) Special taxes
v) Role of local government
d) Legal System
i) Organization of the judiciary system
ii) Code, common, socialist, or Islamic-law country?
iii) Participation in patents, trademarks and other conventions
e) Organizations
i) Group behavior
ii) Social classes
iii) Clubs, other organizations
iv) Race, ethnicity and subcultures
f) Business customs and practices
V. Religion and aesthetics
a) Religion and other belief systems
i) Orthodox doctrines and structures
ii) Relationship with the people
iii) Which religions are prominent?
iv) Membership of each religion
v) Any powerful or influential cults?
b) Aesthetics
i) Visual arts (fine arts, plastics, graphics, public arts, colors etc.)
ii) Music
iii) Drama, ballet, and other performing arts
iv) Folklore and relevant symbols
VI. Living conditions
a) Diet and nutrition
i) Meat and vegetable consumption rates
ii) Typical meals
iii) Malnutrition rates
iv) Foods available
b) Housing
i) Types of housing available
ii) Do most people own or rent?
iii) Do most people live in one-family dwellings or with other families?
c) Clothing
i) National dress
ii) Types of clothing worn at work
d) Recreation, sports, and other leisure activities
i) Types available and in demand
ii) Percentage of income spent on such activities
e) Social security
f) Health Care
VII. Language
a) Official language(s)
b) Spoken versus written language(s)
c) Dialects
VIII. Executive Summary
After completing all of the other sections, prepare a two-page (maximum length) summary of the major points and place it at the front of the report. The purpose of an executive summary is to give the reader a brief glance at the critical points of your report. Those aspects of the culture a reader should know to do business in the country but would not be expected to know or would find different based on his or her home country should be included in this summary.
IX. Sources of information
X. Appendixes (additional information you find relevant)
PART II: The Economic Analysis of the Country
The reader may find the data collected for the economics analysis guideline are more straightforward than for the cultural analysis guideline. There are two broad categories of information in this guideline: general economic data that serve as a basis for an evaluation of the economic soundness of a country and information on channels of distribution and media availability. As mentioned earlier, the guideline focuses only on broad categories of data and must be adapted to the particular company and its product needs. With that said, write at least one (1) paragraph for each of these sections.
Guideline

I. Introduction
II. Population
a) Total
i) Growth rates
ii) Number of live births
iii) Birth rates
b) Distribution of population
i) Age
ii) Sex
iii) Geographic areas (urban suburban, and rural density and concentration)
iv) Migration rates and patterns
v) Ethnic groups
III. Economic statistics and activity
c) Gross national product (GNP or GDP)
1. Total
2. Rate of growth (Real GNP or GDP)
a. Personal income per capita
b. Average family income
d) Distribution of wealth
i) Income classes
ii) Proportion of the population in each class
iii) Is the distribution distorted?
e) Minerals and resources
f) Surface transportation
i) Mode
ii) Availability
iii) Usage rates
iv) Ports.
g) Communication systems
i) Types
ii) Availability
iii) Usage rates
h) Working conditions
i) Employer-Employee relations
ii) Employee participation
iii) Salaries and benefits
i) Principal industries
i) What proportion of the GNP does each industry contribute?
ii) Ratio of private to publicly owned industries
j) Foreign Investment
i) Opportunities?
ii) Which industries?
k) International trade statistics
i) Major exports
(1) Dollar value
(2) Trends
ii) Major imports
(1) Dollar value
(2) Trends
iii) Balance-of-payments situation
(1) Surplus or deficit?
(2) Recent trends
iv) Exchange rates
(1) Single or multiple exchange rates?
(2) Current rate of exchange
(3) Trends
l) Trade restrictions
i) Embargoes
ii) Quotas
iii) Import taxes
iv) Tariffs
v) Licensing
vi) Customs duties
m) Extent of economic activity not included in cash income activities
i) Counter trades
(1) Products generally offered for counter trading
(2) Types of counter trades requested (i.e. barter, counter purchase, etc.)
(3) Foreign aid received
n) Labor force
i) Size
ii) Unemployment rates
o) Inflation rates
IV. Developments in science and technology
a) Current technology available (computers, machinery, tools etc.)
b) Percentage of GNP invested in research and development
c) Technological skills of the labor force and general population
V. Channels of distribution (macro analysis)
This section reports data on all channel middlemen available within the market. Select a specific channel as part of your distribution strategy for your marketing plan
a) Retailers
i) Number of retailers
ii) Typical size of retail outlets
iii) Customary markup for various classes of goods
iv) Methods of operation (cash/credit)
v) Scale of operation (large/small)
vi) Role of chain stores, department stores specialty shops
b) Wholesale middlemen
i) number and size
ii) Customary markup for various classes of goods
iii) Method of operation (cash/credit)
c) Import/Export agents
d) Warehousing
e) Penetration of urban and rural markets
VI. Media
This section reports data on all media available within the country or market. Select specific media as part of the promotional mix and strategy for your marketing plan.
a) Availability of media
b) Costs
i) Television
ii) Radio
iii) Print
iv) Other media (cinema, outdoor etc.)
c) Agency assistance
d) Coverage of various media
e) Percentage of population reached by each of the media
VII. Executive summary
After completing the research for this report, prepare a two-page (maximum) summary of the major economic points and place it at the front of the report
VIII. Sources of information
IX. Appendixes (additional information you find relevant)

source..

Content:

Verizon marketing in Qatar
By
Studentâ€™s name
Course
Lecturerâ€™s name
Date
Verizon marketing in Qatar
Executive summary
Verizon is a global telecommunication company with its services in many countries of the world. However, the company has not explored Qatar which is a relatively small country but with a stable and highly increasing economy. The country has promising demographic figures that are characterised with a youthful population that ranges from 15 to 45. The country is ruled by Sharia with no political parties and voting within the country. The country is ruled by an Emir who makes decisions with support of 35 elected councils. The country has a high GDP that has improved the life of the population and the people in the country. Due to the import of oil and gas, the country has high revenues that are invested in different areas including science and technology.
Therefore, analysis of the cultural and economic factors in Qatar can assist in developing market plan decisions for Verizon. The analysis gives an overview of the country based on the telecommunication industry. Through the use of a marketing mix plan, the company can establish and target a consumer segment of the youth population t increase opportunities. This is through providing services that are tied to the demographic, economic and socio-cultural dynamics of the country to establish the best penetration strategy.
PART I: Introduction to the Culture of the Country
Verizon Wireless is a communications company offering Wireless telecommunication products across many countries in the world (De La Merced and Scott 7). As a global expansion strategy Verizon seeks to expand its global market share to Qatar where it does not have services. Qatar is one of the emerging riches countries in the Gulf region due to the gas reserves within the country with an all-embracing welfare economy. The country borders Saudi Arabia and the Persian Gulf and is a member of the League of Arab States (Arab League) and the Gulf Cooperation Council (GCC).
Qatar is predominantly Islamic under the rule of an Emir and Arabic being used as the official language in the country. Family settings and religious institutions are based on religious doctrines of the Islamic religion and law. The education in the country is controlled by the Supreme Education Council (SEC) and the Ministry of Education (MOE) at all levels (Anscombe 12). Walker (4) suggests that this marked a shift from the Bedouin culture that emphasised only Quranic education. The majority of the population can read write with a literacy level of 97.4%.
Qatar is constitutionally monarchy headed by an Emir who exercises full executive power based on the 2005 constitution. The source of legislation within the country is Sharia where the Emir has the powers to approve or reject legislation after consultation with the appointed 35-member Advisory Council and cabinet. Scott (9)suggests that a unique legal system prevails in the country based traditional Muslim society for settling disputes and the Adlia court (civil court) to meet the needs of the population.
Business etiquettes within the country are defined by the Muslim culture and thus businesses are supposed t respect the Muslim tradition. Foreigners are expected to respect the cultural and religious beliefs of the residents in their normal business operations. The country is purely Islamic and ruled by Sharia. Thus business operations should uphold Muslim laws.
The country living conditions are average with most of the population being able to afford meals. Cooper( 4) argues that the cost of living and accommodation is high since the country is a desert that imports all food stuffs. Despite this fuel is cheap and thus transport is not a big issue in Qatar.
Qatar like any other Muslim country has restrictions on how people should dress. The country requires women to have their hair covered with Shayla, while their bodies covered with Abayha. Sometimes women may cover their face leaving the eyes if they feel like. On the other hand men wear white long shirts cover loose pants (guta). Therefore foreigners may not be forced to wear these traditional clothing but they are required to dress decently in a manner that does not expose their bodies (Russell 151).
PART II: The Economic Analysis of the Country
Qatar has a population of 2,258,283 with a life expectance rate of 78.7 years; male: 76.7 and female: 80.8 years. The majority of the population is between 15- 65 years which accounts for over 80% of the whole population the population patterns provide a youthful segment that can be targeted as the main business opportunity (Scott 6).
The country is experiencing an alarming rate of urbanisation at 6.02%; the net migration to urban centres has been estimated at 18.2 migrant(s)/1,000 people (Russell 10). Since urbanisation only accounts for a small percentage of the population, it means that there is a larger rural folk that can be explored through bringing services closer to them.
The country offers better investment opportunities with a GDP per capita income of $143,532 in the fits quarter of 2016 which gives a GDP of 8.4% and a GDP growth rate of 3.6% in 2015 (Statistics, Ministry of Development Planning). The average household income in Qatar is QR72, 700 ($19,918) a month. The advantage that these indicators give to Verizon is that the biggest single expense for the average Qatari household is transport and communications, which account for one-fifth of its monthly budget (QR9, 560). The collective wealth of the adult population offers floating money that the population is willing to spend on leisure and other forms of enjoyment (The Ministry of Planning).
The economy of Qatar is largely dependent on oil and natural gas exploits within the country. Oil and gas together account for more than 50% of GDP, 85% of its export income, and 70% of government revenues. The distribution of wealth is highly distorted with the rich people who earn above one million being lower than those who earn below. Since the government regulates and subsidises major sectors in the country (Statistic Times 10). The GDP offers reliable economic infrastructure that can be exploited.
Transportation within the country is managed by Mowasalat, a company 100% owned by the government to ensure smooth provisions of transport services. The country is therefore serviced by the road, railway, airport and the sea. According to Scott (12) proper transportation patterns exist within the country with the transport industry being managed by a government company. This can be an opportunity for business if Verizon can develop a product that specifically fits the needs of the transport sector.
The communication system within the country is largely controlled by the Qatar mobile and telecommunication systems. Scott (12) suggest that the country uses modern communication systems like other countries and telecommunication providers. However, most people in the country use mobile phones as the standard communication tool, this enables them access different services like the internet, call and SMS tariffs.
Despite the country being managed as an Islamic state, the Emir has ratified several international standards that protect workers in the country. Employees enjoy good salary which is not taxed. Despite this the country has a law that guides international relations within the country to protect employees and uphold international standards (Russell 8).
Qatar has three major companies that are offering telecommunication services; Apollo, CGC & Orbit electronic & communication. Cooper (4) suggests that Verizon can take advantage of the price wars within the country by improving technology that is used to increase efficiency and thus manage the market.
Qatar is open to foreign investment with little restrictions from multinational companies. Verizon will, therefore, enjoy the limited restrictions to easily get licenses to working the country. According to the Economy Watch (2), there are established bodies that are in charge of foreign investments within the country. This will mean the company will have to get most of the staff within Qatar to easily sway consumer perception.
The country has established the Qatar Science & Technology Park to execute applied research and delivering commercialised technologies in four areas: Energy, Environment, Health Sciences, and Information and Communication Technologies. The country invests over US$800,000 every year in the foundation. This gives an entry point for Verizon through taking advantage of corporate responsibility opportunity (Economy Watch 4).
Distribution channels determine the customer and market requirements that a company needs to develop. This means that Verizon has to market a range of devices alongside their network solutions to be able to penetrate the Qatar market. Russesl (9) suggests that this enables reaching out to customers easily the company will use both direct sales and channel based sales (Russell 9). The company will have to depend on telesales, catalogues, on-line shops, network of retail outlets and sales agents to market the products. However, to reach out to a large customer base the company will use television networks to market its products.
Part III: Marketing plan
Verizon is a telecommunication company offering telecommunications services and devices to the market. The company focuses to invest in the youthful segment within the country that accounts for the majority of the population within the country.
Marketing objectives
* To penetrate the Qatar market within one year
* To establish modern technology in the telecommunication sector to increase efficiencies and reduce costs
Market segmentation
The market consists of a youthful population that ranges from the age of 15-40 whi...

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BSAD 2720 International Marketing: Verizon Marketing Qatar (Term Paper Sample)

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