Country Manager focuses on the issues of international market entry and expansion. In CountryManager, students will learn the importance of targeting consumer segments and how to best position brands for the chosen segments. Students will gain experience in market entry, segmentation and targeting, along with the 4Ps in an international context. Two scenarios are available for different regions: Latin America or Asia.
International Marketing
International Business
Advanced
Martin Roth, Lawrence Feick
Stuart James, Michael Deighan
The objective of CountryManager is for students to experience international market entry and expansion by playing the role of a category manager for their company.
During the course of the International Marketing simulation, they will explore the following topics:
Students take on the role of Country Manager for a multi-national consumer products company , specifically marketing their toothpaste brand in the countries in their region. The domestic market has matured, and the head of the Consumer Healthcare Division of a major consumer products company has identified a region as the best potential source of future growth. By playing the role of a country manager, students will decide how best to enter this potentially lucrative market.
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Combining our International Marketing simulation, CountryManager, with our quizzes and assignments gives you the tools to assess your students’ understanding of the concepts of international marketing. The following grading rubric works best to assess your students’ knowledge and understanding, providing a thorough assessment.