Question Details

Ethical situations may arise when entering a new international market. For example, specific marketing strategies currently in use in the United States and European countries may not be appropriate strategies for an Eastern Asian market.
 
Given:
 
Company A is headquartered in a regional manufacturing area in the United States. Company A produces engine components that undergo an extra heat-hardening process that provides extended life for engines of heavy-duty trucks, and it provides specialized machined engine components to all major U.S. truck and automobile manufacturers. Company A currently has 5,000 employees in the United States and wants to double its size within the next four years.
 
After establishing through market research that a huge growth potential exists for new entrants of heavy-duty trucks in several target countries, Company A expanded successfully into one European country this past year. The company is now considering expansion into an Eastern Asian market. Senior management believes Company A will more than double company profits with its expansion in the international market.
 
As a member of the expansion team, you will be a key player in ensuring the success of this new venture. You will be responsible for providing assessments, analysis, and written plans for successful furtherance of Company A- global marketing plan. Your manager at Company A has asked you to submit a detailed marketing approach that the manager will present to the operating committee. Your approach should address any major cross-cultural challenges that may likely surface as Company A expands into an Eastern Asian market.
 
Task:
 
Write an essay (suggested length 3-5 pages) in which you:
 
A. Identify one country in Eastern Asia (e.g., Japan, China, North Korea, South Korea, Macau, Taiwan, or Mongolia) to be the focus of your essay.
 
B. Identify major cross-cultural issues that may impact Company A- marketing approach in this situation.
1. Describe how the issues you identified may impact the approach Company A takes.
 
C. Explain how cross-cultural communication affects marketing strategies in the Eastern Asian country you identified in part A.
1. Provide examples that support your explanation.
 
D. Evaluate the impact of cross-cultural ethical differences in marketing strategies between the United States and the Eastern Asian country you identified in part A as Company A enters the Eastern Asian market.
 
E. If you choose to use outside sources, include all in-text citations and references in APA format.

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