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International Marketing

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PART SIX

Country Notebook
THE COUNTRY NOTEBOOKA GUIDE FOR
DEVELOPING A MARKETING PLAN
TH E CO UN TRY N O TEB O O K O U T LI N E
Cultural Analysis
Economic Analysis
Market Audit and Competitive Market Analysis
Preliminary Marketing Plan

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CONFIRMING PAGES

580

Part 6

Supplementary Material

The first stage in the planning process is a preliminary country analysis. The marketer needs basic information to evaluate a country market’s potential, identify problems that would eliminate a country from further consideration, identify aspects of the country’s environment that need further study, evaluate the components of the marketing mix for possible adaptation, and develop a strategic marketing plan. One further use of the information collected in the preliminary analysis is as a basis for a country notebook.
Many companies, large and small, have a country notebook for each country in which they do business. The country notebook contains information a marketer should be aware of when making decisions involving a specific country market. As new information is collected, the country notebook is continually updated by the country or product manager. Whenever a marketing decision is made involving a country, the country notebook is the first database consulted. New-product introductions, changes in advertising programs, and other marketing program decisions begin with the country notebook. It also serves as a quick introduction for new personnel assuming responsibility for a country market.
This section presents four separate guidelines for collection and analysis of market data and preparation of a country notebook:
(1) guideline for cultural analysis, (2) guideline for economic analysis, (3) guideline for market audit and competitive analysis, and (4) guideline for...

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