An American company is introducing a line of canned soups in Poland. (a) How should the company use cross-cultural research? (b) Should the company use the same marketing mix it uses in the United States to target Polish consumers? (c) Which, if any, marketing mix components should be designed specifically for marketing canned soups in Poland? Explain your answers.

| May 21, 2014

An American company is introducing a line of canned soups in Poland. (a) How should the company use cross-cultural research? (b) Should the company use the same marketing mix it uses in the United States to target Polish consumers? (c) Which, if any, marketing mix components should be designed specifically for marketing canned soups in Poland? Explain your answers.

 

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Much has been written about the problems at Euro Disney, the Walt Disney Company’s theme park and resort complex, which opened in France in April 1992. These difficulties were largely attributed to Disney’s lack of understanding of European (particularly French) culture, and the company’s failure to modify its American theme park concept to fit the preferences and customs of European visitors. Discuss how the Walt Disney Company could have used input from cross-cultural analysis in better designing and operating Euro Disney, using a computerized literature search about Euro Disney from your school’s library.
Should Head & Shoulders shampoo be sold worldwide with the same formulation? In the same package? With the same advertising theme? Explain your answers.

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