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Cultural Sensitivity

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Cultural Sensitivity
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’s 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.

A. Identify one country in Eastern Asia a. After researching a number of East Asia countries Company A has decided that Mongolia will be the best choice for expansion

B. Identify major cross-cultural issues that may impact Company A’s marketing approach in this situation: b. Spoken Language Barriers i. The official language of Mongolia is Mongolian and is spoken by 95% of the native population. 1. Company A will have to...

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