 Country Notebook.

A common practice by international companies is to conduct research on the

country where trade is to be conducted and incorporate the findings into a “Country Notebook”. The
notebook generally includes four sections: Cultural analysis, Economic analysis, Market analysis, and
Marketing plan. Each student will be required to develop a “Country Notebook” after researching and
analyzing the culture, economy, and market of the principal country under investigation. 
 
        Cultural Analysis. Before a marketing manager can determine a strategy, it is necessary to
understand and possibly adapt to the environment or to determine what adjustments would be
appropriate. This is particularly true of the culture of a country. Throughout the cultural
analysis the student is encouraged to identify, analyze, and report the facts in terms of likely
marketing implications. A final task in preparing the cultural analysis is to describe what it is
like to be a citizen of the country under study. This will aid in reflecting on the country's culture
as a whole and draw together relevant observations. At a minimum the cultural analysis should
include the following:
 
1. 1.     Discussion of the country’s relevant history
2. 2.     Geographical setting
3. 3.     Social Institutions
4. 4.     Religion
5. 5.     Living conditions
6. 6.     Language
7. Cultural values, communication, cultural universals.
 
        Economic Analysis. This data will most likely be more straightforward than the cultural
information. This general economic data will serve as a basis for an evaluation of the economic
soundness of the country. At a minimum the economic analysis should include the following:
 
1. 1.     Population
2. 2.     Economic statistics and activity
 
a. a.      GNP or GDP
b. b.     Personal income per capita
c. c.      Average family income
d. d.     Distribution of wealth
e. e.      Surface transportation
f. f.       Communications systems
g. g.      Working conditions
h. h.      Principal industries
i. i.       International trade statistics
j. j.       Trade restrictions
k. k.      Channels of distribution
l. l.       Media
 
        Political Legal
 Market Analysis. This section of a country notebook is normally product specific. Therefore, the
student must select a product that is offered by one of the companies that will be visited. The
following are possible products: Tourism, Christmas ornaments, Automobiles, Crystal, or
Finance and Banking. At a minimum, the market analysis should include:
 
. Market analysis: industry / market growth rate, market share of key competitors, market
size information, trends (i.e see IBIS)

. The product. Evaluate the product as an innovation as it is perceived by the intended

market. In other words, research that particular product to see what information you can
find out about it.
  
2 2       The marketing of the product and the ways in which the product is to be sold. Things
to cover are:
 
        Geographical areas where the product is sold
        Forms of transportation available to transport the product to market
        Distribution of the product (how it is generally transported to market)
        Advertising and promotion of the product by companies.
 