International Marketing

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International Marketing

Executive Summary

Business enterprises need to analyze and evaluate the conditions and characteristics of a region where they want to establish their businesses. Such analyses are a significant part of a business plan. Moreover, the significance of the analysis increases when an organization aims to expand its business to a foreign country. In such cases, the management needs to identify the growth prospects, resources, cultural and social features, and government regulations to form conclusions about the start of a business. Russia is a growing economy that felt shockwaves of financial crisis due to fall in oil prices. However, the government has been working to encourage foreign investments and business enterprises. S&S aims to export its fashion goods to Russia. As a result, the assignment evaluates a number of aspects of Russia which range from cultural and economic analysis, market audit, and competitive analysis to a marketing plan. The results of the analysis suggest that S&S may take the initiative and start its business venture in Russia.

Table of Contents

Executive Summaryii

Assignment 11

Executive Summary1

Cultural Analysis1

Introduction1

History of Russia1

Geographical setting2

Topography4

Social Institutions4

Familial Generational Structure4

Marriage and Courtship5

Education6

Political System7

Legal System8

Patent8

Business Customs and Practices8

Religion and Aesthetics9

Aesthetics10

Living Conditions10

Language11

Official Language11

Economic Analysis11

Introduction11

Population12

Ethnic groups12

Economic Statistics and Activity12

Gross National Product and GDP13

Personal Income Per Capita13

Surface Transportation13

Working Conditions14

Principal Industries14

Foreign Investment15

Balance-of-Payments15

Labor Force15

Working Age Population15

Unemployment Rate, Activity and Employment15

Inflation Rate16

Media16

Conclusion16

References17

International Marketing

Assignment 1

Executive Summary

Cultural analysis is a significant part to consider before expanding the business to the Russian market. There is an opportunity to conduct business in the Russian market after the liberalization of the economy by the governemtn in the early 90's. Moscow and St. Petersburg are attractive markets for the export of S&S goods. Russian mainly has a diverse climate,which will favor the company in providing clothes to the locals. Furthermore, the level of education and family structure supports S&S to expand its business to Russia.

Cultural Analysis

Introduction

It is essential to determine the cultural aspects before starting a business in a foreign region. There are a number of characteristics, which an organization needs to consider when deciding to introduce its goods and services to foreign customers (Tulemetova, 2006). Furthermore, characteristics of a country such as population, geographical location, ethnic groups, income level of the families etc. play a significant role in developing the business and marketing plan.

History of Russia

With the dissolution of the Soviet Union in December 1991, the Russian Federation became an independent state. Russia was the largest of the fifteen republics that made up the USSR, which produced more than 60% of GDP and inhabited more than half of the Soviet population. The conversion of the largest state-controlled economy to a market economy would be enormously difficult without political reforms. The objectives to be pursued in order to address this transition were identified in (1) liberalization, (2) stabilization and (3) privatization. On 2nd January 1992, Russian President sanctioned the liberalization of foreign trade, prices and competition. The stated goal of the elimination of controlled prices was to bring together the goods in Russian markets (in a crisis of supply), and remove barriers to private enterprise ...
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