Scenario: Your team of marketing experts has been assigned bya major American fast food
company to study the feasibility of selling their product in LatinAmerica. Each marketing team will
be assigned a company and a Latin American country to investigate.Your group will then make
an oral presentation to the C.E.O. and recommend whether your companyshould enter the Latin
American market.
Rationale: Moving into a foreign market requires extensive research.Each country has different
customs, laws, and tastes. Companies often market their products quitedifferently in foreign
countries. They often find that the names of products used in the UnitedStates are offensive or
silly when translated. They find that they must alter their productsin order to conform to local
tastes or to comply with certain laws. Companies must offer differentproducts to meet the
challenge of a new market. Employers have to be aware of customs andlaws in dealing with
employees. Businesses must determine whether there is even a marketfor their product or if they
can create one through advertising.
Assignment: In order to determine the feasibility of the majorexpenditure of moving into the
Latin American market, your team must do a complete analysis of thecountry and what you will
need to produce, market, and advertise your product. There will befour parts to your group’s
oral report, each will be the responsibility of a different expert.
Honors: All honors students will present a written report witha bibliography and footnotes in addition to the oral presentation. There will only be three members in each honoros group and everyone inthe group will collaborate on part four, creating the commercial and printad.
Grading: You will be graded on the degree to which you accomplishedall ten requirements set
forth for your role. You will also be graded on presentation skillswhich we will discuss. Each
student will turn in a check off sheet with their evaluation of theircompletion of the requirements.
General Latin AmericanInternet Resources that will help your team
Lastupdated by J. Demonet December 1,2000