There are several layers to evaluate when it comes to conducting a cultural analysis. Therefore, conducting a cultural analysis was very difficult, especially while attempting to decipher assumptions based on limited interactions and depending mostly on observations. The end goal of supermarkets is to obviously sell their products, but besides the obvious, there are some clearly visible cultural differences among the three supermarkets that were culturally analyzed. The reason for analyzing supermarkets was because of the fact that they are more of a necessity for survival than most any other business. Supermarkets provide a vital role by providing readily available food sources for communities. The interesting thing is that the supermarket business is very competitive due to the abundance of them. Although, all three operated similarly to each other, there were some noticeable differences in their culture. Northgate, Sprouts, and the main San Diego military Commissary were analyzed. Deciphering the unique organizational cultures was taken from a customer perspective. Cultural differences were in the form of store artifacts, communication methods, internal communications, external communications, and the overall feel of the stores.
3. TwoTypes of MarketScreening:
Country Screening:
-Usescountries asbasis for market selection
Segment Screening:
-Usesmarket segments asbasis for market
selection
5. What about less specialized productsthat
are widely consumed?
6. Foreign trade
Thedepartment of commerce hasthe report of exports&
merchandise on (NTDB) Which is available online for
subscription fee
Thereport’s information is especially useful becauseit
include units & dollar values, Permitting the averageprice
of the unitexported
7. Report’s information
Indicate major •
markets for product
International market
research reports
Indicate products for •
which there isgood
established in agiven
country
Country market
surveys
8. Imports DoNot CompletelyMeasure
Market Potential why?
Reasons
1 poor marketing
2 lake of foreign exchange
3high prices ( from effects oftransportation,
duties & markups)
9. Reasons continued
4imports cannot give much indicated ofthe
potential demand for areally newproduct
5changesin countries political structure mayalso
reduce or eliminateimports
No guarantee that imports willcontinue
10. Positive reasons of using import data
Import data provide the firm with an indication
of how much product is currently being
purchased & provide mangers with a
conservation estimation of the immediate
market potential at the going price.
