Chapter 3: The Competitive Market
E-ACTIVITY: COMPETING IN INTERNATIONAL MARKETS (p. 113)
Activity: Research International Markets
Before a company can consider entering any market, domestic
or international, it must find out details of its market. In this activity,
you will play the role of a brand manager or a marketing manager for a
producer of mobile cellular phones interested in entering an international
- Working with a partner, review the list of countries at the World
Factbook Web site (produced by the U.S. Central Intelligence Agency).
Select three countries that you think might be a suitable market for
cell phones before you start your research.
Prepare a fact sheet for each of your three selected
countries. Click on the "country listing" link and record
the necessary information in point form. For example, you might collect
the following data:
- People: population, age structure of population, population
growth statistics, ethnic groups, languages, and literacy rates
- Economy: population below poverty line, labour force by occupation,
- Communication: telephones-mobile cellular, telephone system-general
You may wish to add additional information that you feel would be
important to a company that wants to enter this international market.
- Decide which country would be the best market for cell phones. Then
work with your partner to develop a three to five minute role play in
which one partner is the brand manager, and the other is the marketing
manager. The brand manager must be able to present convincing arguments
about why this country was selected as the most suitable market. The
marketing manager must ask appropriate questions to solicit the necessary
responses from the brand manager.