Italy and Florence Research paper
In this paper, you will be examining Italy in general, and Florence in particular, from every possible perspective. Areas you will consider include the economic and business environment, political and legal environment, cultural analysis, and market opportunity analysis.
The report should be more than just a collection of key facts and figures, it should offer valuable marketing and cultural insights about the country. Use charts and graphs as needed, but explain them. Think creatively to make your paper fun, lively and interesting.
All your sources of information must be clearly referenced. The assignments must be based on research, using online and global databases from the library and demonstrate your understanding of the readings.
Required elements of the paper:
- Market Opportunity Analysis: Summary assessment:
Identify a new product opportunity that you believe will succeed in country and recommend for market entry. Why does Italy/Florence represent a good market opportunity for your product/brand?
a. Market prospects
b. Current product usage habits
c. Competitive products on the market in that country
d. Retail distribution channels
e. Major advertising media used in the country
f. Total size of the market and market potential for your product
g. Target market and demographics for your product - Cultural dimensions of doing business in Italy:
Cultural insights summary: This should be about a 1 to 2-¬‐page summary assessment of key guidelines for success when doing business in country – how some of the cultural habits and differences are likely to impact doing business and the marketing
and distribution of your product in that country, as well as marketing challenges.
a. Major religions, ethnic makeup and languages
b. Major sports, recreation
c. Major differences in beliefs, values, customs and behaviors, role of family
d. Unique business customs, etiquette and practices one should be aware of when doing business in that country (time and decision-¬‐making, meetings, negotiations, business relationships, dress code, status, gift-¬‐giving, etc.)
e. Unique aspects of written, oral and non-¬‐verbal communications - Bibliography/References:
This section will be a listing of all your research – your sources of information for the project.
Grading
Writing style
Paper should be well ‐organized, clear and easy to read, laid out effectively, using headings, sub-¬‐heads and bullets.
9) Bibliography/References: (2)
This section will be a listing of all your research – your sources of information for the project. This must include at least five diverse sources, including relevant research using some of the business newspapers, magazines, and online databases from the JWU Library.
10) Organization and Mechanics of paper: (1.5)
Paper should be well-¬‐organized, clear and easy to read, laid out effectively, using headings, sub-¬‐heads and bullets.