International marketing plan: bring Panda Express to Vietnam

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Our group is doing an international marketing plan of bringing Panda Express to Vietnam. You need to answer the questions below:
 Product Decisions:
– Describe your product in some detail including special features; reasons to buy, etc. (use diagrams or pictures if useful)
– Attitudes toward foreign products in the target country
– Strategic alternatives: extension, adaptation, or invention
– How many do you expect to sell (and justify it)
 Pricing Decisions:
– Your pricing objectives and strategies
– Environmental influences on your pricing decisions
– Cost of goods sold; at what price will you sell your product? (and why?) – Total revenue expectations
Note: since this is a group project, and I am only responsible for these two parts, so your paper should directly answer these questions in detail, and no need to write other things.
The following attachment is the instruction, and you could go to page 3 to have a look at the entire project, but remember I am only required to do “product decisions” and “pricing decisions” sections. Thank you so much!!
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CSR 332
Cross-cultural Marketing
Course Project (Team)
Given the increasing importance of emerging markets, especially BRIC (Brazil, Russia, India
and China) and CIVETS (Colombia, Indonesia, Vietnam, Egypt, Turkey and South Africa) in the
world economy, the course project is designed to advance students’ understanding of
opportunities and challenges regarding: (a) market entry/expansion to these important emerging
markets, and (b) the globalization of firms from these emerging markets. It is intended to give
you first-hand experience in identifying market opportunities and developing market entry
strategies.
Specifically, each team will select a single country (i.e., a target market you plan to enter) and
develop an international marketing plan for one of two types of analysis:
(a) A firm from a developed country to enter the emerging market
(b) A firm from an emerging market to go global. The market that the firm is going to enter can
be an emerging or a developed market.
There are three requirements for the project:
I. Project Plan
Each team shall submit a summary (no more than two pages) of your research plan. The plan
must specify which firm you chose to analyze, state the reasons for your choice, and discuss your
plans for data gathering and analysis. Please be very specific about your data sources and
research steps.
The focus of your effort could be on consumer products, as they offer more opportunities to
focus on cultural adaptation than do most industrial goods. When selecting your product,
consider two factors. First, the product should have obvious cultural overtones to provide a
strong cultural dimension to the project. Second, the product should be one that you know
something about. You must choose a real brand from an existing company.
This task is an excellent opportunity for your team to brainstorm and start the project early. You
may want to set up a schedule showing the specific tasks that need to be completed by specific
dates. The more details you discuss at this stage, the more likely your team will deliver a highquality
product at the end of the module.
II. Country/Market Analysis: Team Presentations
Each team is required to provide a country/market study for the assigned country and make a
presentation to the class. Each team’s presentation will be about 12-15 minutes.
The following are suggested factors for your consideration. Although you may research many of
these factors, you should focus on those dimensions that you find most important, unique,
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and interesting to the brand/company you study and your specific globalization strategy.
You should try to make an interesting, informative, and insightful presentation of the
country you study, rather than simply provide a long list of various facts.
A. General information (location, climate, topography, etc.) about the country along with a brief
history
B. Cultural and Social Analysis
 Language or Languages Spoken/Written
 Religion(s) and Religious Influences in Life and Business
 Customs/Traditions/Manners/Habits: Food, Drinks, Clothing, Personal Hygiene, Myths
and Superstitions
 Core Values, Norms, and Attitudes relating to foreign and domestic products
 High or Low-Context Culture; Rankings on Hofstede’s Cultural Dimensions
 Aesthetics – Colors, Music, Symbolism, Beauty, etc.
 Social Institutions – Family life, Educational institutions, Class Systems, etc.
 Business Customs – Protocols, Greetings, Keeping Time, Space, Gift Giving,
Hospitality, Negotiations, etc.
C. Economic Analysis
 Population: Actual Count (latest), Growth Rates, Number of Households, Working
Population, Age Distribution, Density of Population, etc.
 Income: GNP or GDP, Per Capita Income, Average Family Income, Distribution of
Wealth, etc.
 Natural Resources
 Infrastructure: Transportation & Communication Systems—modes/types, availability,
usage rates
 Inflation Rates
 International Trade Statistics: Exports, Imports, Balance-of-payments situation,
Exchange Rates
 Trade Restrictions: Embargoes, Quotas, Import Taxes, Tariffs, Licensing, Customs
Duties
D. Political and Legal Analysis
 Political Ideology
 Role of Politics
 Relationship with other countries
 Legislation, Regulations, or Special rules affecting marketing of your product
 Tariffs, Quotas, and other Restrictions on Imports and Exports
 Information on Subsidies Provided
 Intellectual Property Rights
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III. International Marketing Plan: Team Presentations
Each team is required to provide an international marketing plan for the country and type of
analysis you are assigned. You need to make a presentation to the class. Each team’s
presentation will be about 12-15 minutes.
The following are suggested factors for your consideration. Again, you need to be creative.
You should focus on the most relevant factors for your firm/product/market and offer
focused and insightful suggestions.
A. Target Market and Positioning
Define your target consumers and the positioning of your product
B. Marketing Mix (It is not necessary to discuss every mix, rather, you should focus on
the most important and interesting strategy/issues relevant to your specific
firm/market/product).
 Product Decisions:
– Describe your product in some detail including special features; reasons to buy, etc.
(use diagrams or pictures if useful)
– Attitudes toward foreign products in the target country
– Strategic alternatives: extension, adaptation, or invention
– How many do you expect to sell (and justify it)
 Pricing Decisions:
– Your pricing objectives and strategies
– Environmental influences on your pricing decisions
– Cost of goods sold; at what price will you sell your product? (and why?)
– Total revenue expectations
 Channels of Distribution Decisions:
– Your channel objectives and constraints
– What channels of distribution will you select (include descriptions of members of
the channel: retailers, wholesale middlemen, etc.)?
 Promotion Decisions:
– Who is your target audience?
– Your promotion objectives
– Types of promotion (advertising, sales promotions, personal selling, or others), with
reasons of selection
– What will be your basic advertising message? What media will you use and why?
– Proposed promotion expenditures
C. After analyzing and tentatively proposing a marketing program for the company’s
product in the foreign country, answer the following questions: How would you enter
your target country? Will the product succeed in your target country?
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Library Resources
In order to develop the marketing plan, you will have to research a market and prepare a
market analysis, which forms the essential foundation for a marketing plan. You can begin
your research by checking the sources listed at the following course guide from the Parrish
Library: http://guides.lib.purdue.edu/csr332
Reference List
Please make sure that you provide a complete reference for all materials you consult at the
end of your slides. If specific information from these sources (e.g., figures, tables, statistics,
quotes) are used in your slides, they should be cited on the slides.
Appendix
You should submit an appendix along with your PPTs, which includes details of your
analysis that are important to support your proposed marketing plan but are too lengthy to
include in your slides.
I expect all teams will produce a high quality, informative and creative
marketing plan. I hope you will find that your course project not only is a
good learning opportunity but also a stimulating and fun experience.

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