International Marketing

You will choose a country and a product that is not currently found in the targeted country and devise a cultural analysis and marketing plan for the chosen country. 

I chose Airbnb in Japan 

Your marketing report will contain the following sections:

Section 1: Segmentation/Targeting of Targeted Countrys Consumers (suggested length: 1-2 double-spaced, 12-pt font pages)

       What is the targeted segment(s) in your targeted country (e.g., demographics, psychographics, behavioral characteristics, and/or benefits sought)? What is your rationale in targeting this segment(s)?

       Will you use a standardized (undifferentiated), concentrated (niche), or differentiated (multisegment) target market strategy?

       What is your desired positioning for attracting your targeted segment(s)?

Section 2: Competitive Market Analysis in Targeted Country (suggested length: 2-3 double-spaced, 12-pt font pages)

       Comment on any combination of the following competitors product(s) elements: brand names, features, prices, promotion and advertising methods, distribution channels

       What will be your competitive strategy given the targeted market(s) and composition of its competitors: cost-leadership, differentiation, cost focus, focused differentiation, layers of advantage, loose bricks, changing the rules, and/or collaborating? List rationale and details for your chosen strategy(ies)