Business Culture in US and Sri Lanka

1. DEVON EHLERS
THILINI DISSANAYAKA

2. UNITED STATES

3. UNITED STATES -
BACKGROUND
• 238 year old country
• Formerly owned by Europe before the
Revolutionary War
• A Country founded on immigration and
composed of various cultures.
• Triple branched democratic government,
with a constitution to protect citizens
rights
• Bordered by Canada and Mexico

4. SRI LANKA

5. SRI LANKA-BACKGROUND
• Formerly known as Ceylon
• Island located in Indian Ocean and has maritime boarders
with India to the northwest and Maldives to the southwest
• Documented history spans for about 3000 years
• It’s a diverse multi cultural country majority representing
the Sinhalese

6. Product
HANDICRAFT

7. HISTORY OF HANDICRAFT INDUSTRY IN
SRI LANKA
• Has been practiced since the ancient
times of Royal Dynasties
• Originating as a part of Buddhist
culture and local traditions
• Usage of various tools, mechanics and
materials

8. VARIETIES OF
HANDICRAFTS
• The most famous local handicrafts include;
• Coir products
• Pottery
• Lacquer ware
• Masks
• Lace
• Batiks
• Handloom
• Woodcarvings

9. MANUFACTURING – VIDEO ATTACHED

10. Market Analysis
of USA

11. SWOT ANALYSIS
Strengths Weaknesses
opportunities Threats
• Products bought at a lower
cost
• Interest of foreigners in Sri
Lankan Handicrafts
• Market availability
for Sri Lankan
products
• Chance for a higher
market share
• Unaware about
the products
• Presence of rivalry
products from
countries like India
and China
• New variations of
product

12. MARKET SEGMENTATION
Geographic
• Country : USA
• Region : varied states
Demographic
• Age, Gender, Income levels,
Marital status, Family life stage,
house ownership, Ethnicity
(religion)
Behavioral Psychographic
Purchase/usage occasions
Buyer readiness
Attitude to product or services
Values and Lifestyle

13. TARGET MARKET
• Based on the segmentation the
target market would be the US
citizens who are willing to
explore artifacts from Sri Lanka
especially in interior designing
houses and hotels using varied
themes.

14. POSITIONING
• There are already existing
rivalries selling similar
types of products from
India and China and Sri
Lankan handicraft needs
to be differentiated
among them which can be
done through the use of
varying marketing
strategies.
High Price
Low price
High QualityLow Quality
High
quality &
affordable
price

15. MICRO ENVIRONMENTS
• Competitors
• Customers
• Suppliers
• Public
• Marketing intermediaries
• Workers and their union!

16. MACRO ENVIRONMENTS
• Political
• Economical
• Social
• Technological
• Legal

17. Price

18. PRICING STRATEGY
• Penetration strategy can be used to make the market more aware
about the products together with the heritage in making the market
more aware about the products and the people who are really
interested would come up with the support.

19. Place

20. DISTRIBUTION CHANNELS
• Dealer Network used;
• Wider network
• More possibilities
• Familiar market for the dealers

21. Promotion

22. PROMOTIONAL STRATEGIES USED
Advertising Communication through mass media (ex: TV such as Ovation Network,
Magazines such as ArtAsiaPacific, The Arts Fuse)
Internet Marketing Publicizing on Social Media (ex: Facebook, YouTube,, twitter)
Other online marketing through the use of software's like Google
AdWords
Sponsorship Sponsoring events related to art and crafts; hotels and events in related
to interior designing and architectural (ex: Commercial Interior
Architecture & Design Conference & Expo, Home improvement Showcase)

23. CONCLUSION
• Sri Lanka is a country based on exports. With such a deep culture
rooted in its handicraft industry most business is conducted through
trade with other nations.
• The United States is more of an import based country. With a higher
cost of labor most products are outsourced. Because of the diversity
in the country there isn’t a market that defines the countries culture
as a whole.
• As per the marketing strategies and product introductory to a new
market it seems to be a viable business thus collaborating two
cultures leading the way to a good blend.

24. THANK YOU!

25. References
• http://www.trulysrilanka.com/culture-and-history/arts-crafts-sri-
lanka.html
• https://www.lanka.com/about/interests/handicrafts/
• https://www.thebusinessplanshop.com/blog/en/entry/market_analy
sis_for_business_plan#market-need
• http://www.manta.com/mb_35_B63E7EI8_000/craft_galleries_and_d
ealers