Business
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.

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’s 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.

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