Bài tập cuối kì môn học marketing quốc tế discuss how governmental instability can affect marketing (question 8, chapter 6, page 183)

ĐẠI HỌC UEH TRƯỜNG KINH DOANH KHOA KINH DOANH QUỐC TẾ - MARKETING Bài tập cuối kì Mơn học: Marketing quốc tế Giảng viên: Hoàng Cửu Long Mã lớp học phần: 21C1MAR50309601 Sinh viên: Lê Hồng Phúc Khóa – Lớp: K45 – IBC03 MSSV: 31191025878 Contents Part I: Question 1: “In dealing with foreign business, the marketer must be particularly aware of the varying objectives and aspirations of management.” Explain (Question 4, Chapter 5, Page 155) Mobility and security Private Life Social Acceptance and Affiliation 4 Power and Achievement Question 2: Discuss how governmental instability can affect marketing (Question 8, Chapter 6, Page 183) Stability of Government Policies Forms of Government Political Parties Nationalism Targeted Fear and/or Animosity Trade Disputes Part II: Select a country and analyze it politically from a marketing viewpoint (Question 16, Chapter 6, Page 183) I Overview II Hurdles that marketers face in their attempts to gain a foothold on the island of Castro and Communism The effect of the internet in Cuba Tourism 10 Marketing revolution 10 Media challenge 11 Regulatory hurdles 11 Limited brand awareness 12 Ongoing difficulties of outsiders 12 III Guidelines for marketer 13 IV Unusual techniques to entering the Cuban market 14 V Conclusion 15 Marketing must have a consistent message 15 More head speak and less heart respond 15 Replace the engine, but keep the body 15 References 17 Question 1: “In dealing with foreign business, the marketer must be particularly aware of the varying objectives and aspirations of management.” Explain (Question 4, Chapter 5, Page 155) Culture refers to the values, beliefs, behavior, traits, attitudes, actions, and conducts that individuals in a particular community observe and engage in It is stated that when interacting with overseas organizations, the marketer should keep in mind the varying objectives and aspirations of management This phrase might be understood by noting that each culture is distinct from the culture followed and seen in various areas and nations People living in different regions and places follow diverse cultures and, as a result, look forward to purchasing certain items and services that are highly important and unavoidable for their cultural standards This is connected to the type of marketing activities which an organization engages in at a specific cultural community concerning the products and services that the organization provides to the people Cultural change refers to the changes that have occurred in a community’s culture as they relate to the conduct and worldview of its members Depending on this, a firm selects the most exemplary marketing and promotional approach for its products and services, capable of attracting and enticing the targeted demographic to the supplied products and services In this approach, marketers should consider the various customs and goals that other cultures go through when making marketing efforts in those locations Mobility and security Personal security and job mobility are inextricably linked to fundamental human desires, with far-reaching economic and societal implications The term "security" is highly vague, and this ambiguity reveals considerable managerial variety To some, security includes a high salary and the ability to move from company to business within the corporate ladder; to others, it entails the security of long-term employment with their company; and to still others, it entails adequate retirement benefits and other welfare programs “ ” Companies in Europe, particularly in more hierarchical (PDI) nations like France and Italy, have a strong paternalistic orientation, and it is anticipated that workers would work for one firm for the bulk of their life Managers in the United Kingdom, for example, place a high value on individual performance and autonomy, but French managers place a high value on competent supervision, solid business regulations, fringe benefits, security, and suitable working circumstances French managers have far less mobility than their British counterparts “ ” According to research, such inequalities are widespread—employee loyalty to their company tended to be higher in nations with a greater level of individuality (IDV) but a lower level of power distance (PDI) Private Life For many people, having a fantastic personal and/or family life takes precedence above money, security, or any other goal In his international study of human desires, David McClelland discovered that the value of a decent personal existence was far more important than profit or achievement Work was clearly portrayed in ancient Greece's hedonistic perspective as an unwelcome factor that impeded the pursuit of pleasure or a respectable personal life Optionally, according to Max Weber, at least some of the high standard of living experienced in the United States today may be attributed to the hardworking Protestant ethic that underpins much of our business culture To the Japanese, private life is synonymous with business life Many Japanese people consider their jobs to be the most essential aspect of their life The Japanese work ethic stems from business loyalty and usually results in the Japanese employee keeping identification with the organization Although this is still true for the majority of Japanese people, significant evidence suggests that the country's struggling economy has impacted professional development patterns, and that the status of the Japanese "salary man" has shifted from one of Japan's corporate elite to one of some contempt Japan's corporate culture is rapidly changing away from lifelong work, which has resulted in extreme firm loyalty “ ” Social Acceptance and Affiliation Recognition by neighbors and coworkers appears to be a fundamental goal of business in several countries The importance of collective decision-making in Japan reflects the Asian mindset, and the Japanese place a high priority on fitting in with their group When asked what he does for a living in Japan, a worker will generally react by stating he works for Sumitomo, Mitsubishi, or Toshiba, rather than mentioning he is a driving engineer or chemist “ ” Power and Achievement Although corporate managers crave power worldwide, power appears to be a more powerful motivator in South American countries Many corporate executives in these nations are not simply profit-driven but also use their positions to become social and political leaders The reasons for performance identified by management scholars in the United States are related but distinct Money in the bank is one method to assess success; high rank is another—both of which are particularly significant to the United States The marketer cannot determine what he believes the management objectives of a foreign business are based on what they are in similar firms in his own nation Management ambitions and aspirations range from one organization to the next in our country As a result, they may differ in other nations To make a sensible commercial decision that will not offend potential partners, the marketer must minimize the amount of SRC in his choices Question 2: Discuss how governmental instability can affect marketing (Question 8, Chapter 6, Page 183) Government instability occurs when a country’s government does not remain in power for a predetermined time and often changes Stability of Government Policies A stable, friendly government is ideal for a multinational firm Nevertheless, governments are not always persistent and pleasant, and governments that are stable and friendly not always remain steady and positive Concerns that may threaten a government's stability include radical changes in government doctrine when an alternative political party ascends to power, pressure from nationalist and self-interest groups, deteriorating economic conditions, anti-foreign-investment prejudice, and disputes among governments Because multinational firms are appraised by criteria as different as the nations themselves, the stability and hospitality of each country's government must be examined on an ongoing basis The stability or volatility of current government policies is at the top of the list of political concerns affecting international firms Governments may change, or new political parties may be elected Still, the multinational corporation’s priority is the continuity of the set of standards or codes of behavior and the rule of law—regardless of which government is in power Multinational corporations can exist under any sort of government as long as there is some long-run predictability and stability and there is the opportunity for profit There are five major political causes of instability in international markets: (1) some forms of government appear to be inherently unstable, (2) changes in political parties during elections can have a significant impact on trade conditions, (3) nationalism, (4) trade disputes themselves and (5) hatred directed at specific countries, Forms of Government Around 500 BC, the ancient Greeks proposed and critiqued three basic systems of government: rule by one, rule by a few, and rule by many Today, these types are commonly referred to as monarchy (or dictatorship), aristocracy (or oligarchy), and democracy Around the same period in history, Persia's ruler, Cyrus the Great, declared that the objective of government was to serve the people, not the other way around Cyrus' idea is enshrined in the constitutions of the majority of modern nations Following the fall of colonialism beginning with World War II and communism around 1990, the world appeared to have agreed that free market democracy was the greatest answer to all of the objections of government that had been raised from the time of Aristotle, Cyrus, and others “ ” Thus, practically all of the world’s more than 200 sovereign states have at least nominally representative governments with universal suffrage for those aged 18 and up Voting is compulsory in around 10% of the world’s countries, while optional in the rest A few nations have peculiar suffrage rules: In Bolivia, you may vote at 18 if you are married and 21 if you are single; in Peru, police and military people are not allowed to vote; and in Croatia, you can vote at 16 if you are working Political Parties In most places throughout the world, marketers need to understand the ideologies of all main political parties inside a country because they might become dominant and change prevalent views and the broader business climate In nations where two major political parties generally replace one another in government control, it is critical to understand the route each party is likely to pursue In the United Kingdom, for example, the Labour Party has generally been more restrictive in terms of international commerce than the Conservative Party When the Labour Party was in power, it controlled imports, whereas when the Conservative Party was in power, it liberalized international commerce A foreign firm in the United Kingdom should anticipate to seesaw between the Conservatives' free trade policies and Labour's restrictive ones Of course, the Democratic Congress in the United States was hesitant to approve free trade treaties negotiated by George Bush's Republican government in the White House “ ” To be fully educated about the political climate, a savvy international marketer must comprehend all facets of the political scene Unpredictable and dramatic swings in government policy discourage investment, regardless of the source In short, a current evaluation of a country’s political philosophy and views is critical in determining a government’s stability and attractiveness in terms of market potential Nationalism Economic and cultural nationalism, which occurs to some extent in all nations, is another significant issue to consider when judging the business climate Nationalism is best defined as a passionate sense of national pride and unity and an awakening of a people’s pride in their country This pride can manifest itself as an anti-foreign business attitude, in which modest harassment and limits on foreign investment are tolerated if not celebrated One of the primary goals of economic nationalism is the maintenance of national economic autonomy, in which inhabitants link their interests with the preservation of the sovereignty of the state in which they live In other words, national interests and security trump international.ties Nationalism manifests itself in a variety of ways, including a demand to “purchase our country’s products solely” (e.g., “Buy American”), import bans, stringent tariffs, and other trade obstacles They may also lead to control over foreign investment, which is frequently viewed with mistrust and becomes the subject of intense examination and control In general, the more a country feels threatened by an outside power or the home economy suffers, the more nationalistic it becomes in defending itself against invasions Militant nationalism had diminished by the late 1980s; now, the foreign investor, formerly feared as a controlling dictator threatening economic growth, is frequently sought as a source of needed capital investment Nationalism ebbs and flows as situations and sentiments shift, and foreign firms accepted today may be persecuted tomorrow and vice versa Targeted Fear and/or Animosity It is essential for marketers not to confuse nationalism, whose hatred is generally directed toward all foreign countries, with a widespread fear or animosity directed at a particular country Toyota made this error in the late 1980s and early 1990s in the United States Japanese vehicle sales were falling in the United States, so an advertising campaign was created and implemented that suggested the problem was American nationalism However, nationalism was certainly not the issue because German automobile sales were not declining at the same rate "Americans' dread of Japan" was a well-defined concern Indeed, at the time, Americans saw Japan's economic menace as bigger than the Soviet Union's military threat So, when Toyota invested millions on an advertising campaign depicting Camrys being manufactured by Americans in a Toyota factory in Kentucky, it may have increased fears that the Japanese were "trying to invade" the United States “ ” As a result, it is evident that no nation-state, no matter how safe, will allow foreign corporate infiltration into its market and economy if it senses a social, cultural, economic, or political danger to its well-being Trade Disputes Finally, minor trade disagreements have the potential to damage larger global economies Several contentious problems surfaced in 2010, including an undervalued Chinese yuan, a prohibition on beef imports into Japan, Chinese that seemed to violate WTO principles, agriculture subsidies in industrialized nations, and the long-simmering AIRBUS–Boeing subsidy dispute Some of these concerns might erupt and influence other elements of international commerce, but for the time being, cooler heads—along with the WTO's dispute settlement systems—appear to be in command Part II: (4 marks) Select a country and analyze it politically from a marketing viewpoint (Question 16, Chapter 6, Page 183) I Overview Overall, the Cuban economy is planned and dominated by state-owned firms The government owns and operates the vast majority of the country’s industry As a result, the majority of the employees are employed by the government Following the demise of the Soviet Union, the Communist Party promoted cooperatives and self-employment Communications between the United States and Cuba strengthened dramatically in 2016 The two countries had diplomatic relations, and President Obama's trip to Havana to reestablish relations was the first visit to Cuba by a US head of state after a half-century of Cold War hostility It was expected to have significant economic ramifications for Cuba For more than a half-century following Fidel Castro's takeover in 1959, Cuba's marketing was confined to patriotic propaganda, with late revolutionary hero Ernesto "Che" Guevara's face plastered on buildings around the island rather than Coca-Cola Cuba, recognized for its world-famous cigarettes, sugar white sandy beaches, and a distinct threat of nuclear war, captured the global attention and has recently been the subject of numerous discussions It's all about a game-changing marketing development in this case Despite the small improvements, Cuba's economic situation remains fraught with uncertainty For starters, Cuba has failed to make headway on economic reform and is presently facing a fiscal crisis Since 2012, private advertising has been authorized in Cuba Advertising bans, on the other hand, remain in effect for restaurants, nightclubs, and coffee shops, among many other service-industry businesses If and when the government decides to allow these services to be provided, communication will continue to be restricted and monitored Businesses are only permitted to advertise on their own territory As a result, Havana's exquisite architecture stays free of advertisements Images of Castro or "Che," as well as statements like "Homeland or death," are still prominent on the roadways Newspapers and television stations are censored by the government and not broadcast ads Only the government and its joint ventures with multinational firms, such as Havana Club rum, are undertaking integrated advertising campaigns, mostly in foreign markets Marketing for foreign companies and agencies in Cuba is tough since the market is not based on supply and demand Every facet of marketing is new in this location Prior to the revisions, businesses such as Carballo's beauty salon existed but were illegal, so they did not advertise and hid in run-down living rooms There is no denying that reaching out to a mainly untapped demographic of 11 million people is an enticing prospect for brands and agencies However, because government regulations mostly prohibit enterprises from advertising their products, it is complex In other words, Cuba will most likely wish to limit promotion and consumption The pace is established by the government Foreign firms can't make many movements on their own, and talks with Havana were "very useful." So far, multiple large communications corporations have dispatched personnel to Cuba, but only WPP has established a presence there It has yet to make any commercial announcements Martin Sorrell, the quickly — chairman of the world's most widely advertising firm WPP, gave aspiring creatives with a master class on the industry and how they may expand it on the communist-run nation in a striking indicator of the transition He used facts, numbers, and wine label illustrations to demonstrate the importance of brands to a captive audience that had grown up without witnessing the twentieth century's marketing revolution WPP wasted little time in launching operations in Cuba, establishing a representative in Havana through a partnership with the stateowned Palco Group This allows them to advise international clients interested in investing in Cuba as well as assist Cuban institutions and organizations wanting to internationalize the country's products and services However, due to limited budgets at local businesses at local enterprises and a continuing suspicion of capitalist consumerism in Cuba, corporations such as WPP, the first global telecommunications conglomerate to set up shop here, were unlikely to earn lots of money anytime soon Nonetheless, an increasing number of firms remain unfazed Unilever said in January that it would develop a $35 million homecare plant in collaboration with the state-owned Intersuchel When it opens in early 2017, the facility will produce brands sold in Cuba, such as Sedal, Rexona, Omo, Lux, and Close-Up II Hurdles that marketers face in their attempts to gain a foothold on the island of Castro and Communism The effect of the internet in Cuba Giving sensual services to prospective American tourists to Cuba may be the most profitable opportunity for businesses However, marketers will be unable to reap the benefits of improved ties in Cuba due to restricted and insufficient mobile data and WiFi networks, at least at the beginning Because of the low rate of mobile phone and Internet expansion in Cuba, infrastructure is a challenge Furthermore, the lengthy bureaucracy connected with Cuba, as well as marketing norms, will take longer to shift than brands and agencies would want Few businesses, particularly those in the lucrative tourist industry, can afford to advertise on the web due to limited and costly Internet access Tourism in the United States, on the other hand, may boost infrastructure development, allowing for better mobile communications and marketing operations When reaching out to mobile visitors, advertisers must be open about the Internet speed issue When developing mobile advertising targeting locals, it is essential to remember that most mobile phones in Cuba are feature phones Since most Cubans have been separated for more than 50 years, modern mobile marketing methods may be less effective than in other countries On the other side, the rise of consumer brands may create an opportunity for mobile marketers However, it is envisaged that mobile marketing would start with SMS before moving on to more complicated strategies like geolocation Notwithstanding the slight advantages marketers earn by creating a new branding point for American visitors visiting Cuba, being the first to market will pay dividends if prohibitions are entirely lifted Tourism After years of travelers from Europe and Latin America, the Cuban people have grown used to the brand As the number of American visitors expands, American comfort brands will have a better opportunity of gaining market share rapidly However, because to some of the region's mobile and internet infrastructure issues, it will initially proceed more traditionally, rather than being led by innovation in the short term Formerly, just cultural groups, educational, and religious were legally authorized to visit Cuba, except with the authorization of the US State Department Americans, on the other hand, must employ a State Department-approved Cuba travel agency Furthermore, the agreement between the United States and Cuba prohibits the inclusion of purely recreational activities such as scuba diving or beach visits in tour packages Marketing revolution The reopening of doors – though by a crack – to international enterprise represents a stunning turnaround Following the 1959 revolution, the great majority of Cuba’s stores were closed, forcing citizens to rely on their libreta rationing booklet to purchase stateapproved, unbranded commodities from government-run distribution centers For many years, Cuba’s product landscape was characterized by officially sanctioned, state-produced commodities, with limited choice as a result However, Cuba’s stance toward both local and international private sectors has softened in recent years, notably following Raul Castro’s election as president in 2008 This has allowed companies like Heineken to undertake projects like providing refrigerated vans to the Ministry of Trade, which may use them for any purposes the department deems suitable, giving the Dutch brewer a brand presence on Cuban roadways 10 Another firm making advances into Cuba is Rose Marketing, which joined the former Soviet Union in 1989 and is now located in Moscow According to John Rose, the organization’s founder, and CEO, the group is in the process of establishing a local staff, a local office, and collaborations with Cuba-based partners Local Planet, a media agency network that brings together agencies from local markets under a centralized to offer global customers, has just signed on Cuba-based firm EBM (Euro business Market) – which will talk at next month’s Festival of Media LatAm 2016 For the last 12 years, the firm has worked in Cuba for state companies and foreign brands on merchandising, fair marketing, event promotions, and social media promotions Media challenge While Western companies are physically making their way into the hands of Cubans, reaching out to customers with brand messaging through traditional media remains difficult The difficulty with Cuba is that it is an exaggeration to imply that advertising is taking place The issue is not one of regulation but ideology The Communist Party, which controls newspapers and television, runs the mass media Their overarching goal is not to promote capitalism Surprisingly, de la Rica dismisses traditional Cuban media's concept of ad-free Some governmental media sources, radio stations, an international television channel that may also be watched on the island, phone books, and periodicals covering art and culture, economics and business, and classified ads are already advertising-friendly Other general and lifestyle newspapers written by entrepreneurs exist in the form of “legal limbo” till a new Ley de Prensa press legislation is enacted, as some international media published with the consent of the Ministry of Foreign Affairs International Press Center Regulatory hurdles However, as things stand, firms seeking to generate awareness must often adopt a more under-the-radar strategy to marketing As a result, in-store action is expected Heineken, for example, employs point-of-sale screens to reach Cuban consumers Foreign firms wishing to enter the Cuban market on an official basis will have to overcome several political and regulatory restrictions According to De la Rica, fashion and apparel firms like Mango, Benetton, Paul & Shark, and Nike have created deals with various state-owned shop chains that operate as their distributors 11 The problem is that there is an old-fashioned mechanism for entering the market; there is no way to walk in and sell things in-store simply They must go through a controlled procedure However, after overcoming these substantial obstacles, there are numerous possibilities and clients within the government framework Morales sees the previous five years as laying the groundwork for the resumption of advertising Signs and billboards now offer the services of luxury paladars (private eateries), hostels, beauty shops, tiny shops to service mobile phones, and other small companies permitted under self-employment regulations Self-employed business people have been permitted to advertise in telephone directories, and the National Information Agency, a government entity, has just launched a website featuring classified advertising Limited brand awareness Another challenge for consumer sectors would be that Cuban buyers have little brand recognition Given the relative youth of Cuba’s more open approach to Western brands coming on its borders, it would be reasonable to assume that the Cuban people are mostly brand-illiterate Most items are sold by the government, and aside from visual merchandising, the country prohibits direct advertising or promotion to customers Product availability is often the most crucial aspect of purchase decisions A lack of brand recognition is most obvious in essential types of products such as food and personal-care goods, where no company has more than 30% brand identification among household staples Therefore as result, international enterprises who can obtain the requisite permissions and cooperate with the Cuban government's stringent distribution requirements can access a wide range of product groups Brand awareness in important categories will increase as income levels, the number of accessible items, and engagement to the outside market rise Ongoing difficulties of outsiders Due to the extent of government scrutiny, foreign firms face substantial challenges Although the Cuban government is making efforts to expand its market, these initiatives have so far been restricted to peripheral service sector The country's retail and wholesale businesses are still under state control and will most likely remain so for the foreseeable future Companies will find it difficult to get products into the hands of customers using traditional techniques as long as the government has control over what is offered in the country, how it is disseminated throughout sales outlets and marketplaces Moreover, because national prices are fixed by the government, enterprises cannot encourage sales 12 by pricing and promotion In addition, a lack of promotion makes it harder for enterprises to identify their products These issues are worsened by the government's laborious and opaque decision-making systems, notably those pertaining to procurement Contracts often benefit the government, but business activities require a significant quantity of financial flow The government pays its debts, but it does not always deliver on time—a six-month wait is not uncommon These problems aren't going to stop anytime soon Undoubtedly, the authority will maintain ownership over consumer products supply and distribution sales Slow deregulation is planned for government-approved local wholesale wholesalers Imported products, on the other hand, will continue to be thoroughly scrutinized, as will all retail establishments One of most likely reforms will be the incorporation of more privatesector ideas into government operations, such as relaxing decision-making, abolishing pricing constraints, and allowing for limited competition In the long term, overseas businesses are anticipated to gain greater access to Cuban clients, mostly through distributors Retail will very certainly be the last area of the marketplace to be exposed to outsiders Furthermore, as Cuban consumers' brand preferences shift and the administration continues to depend more on international companies to meet the needs of the community, policymakers will need to ensure a level playing field, which includes constantly implementing the rule of law III Guidelines for marketer In the short run, Cubans will continue to spend most quantity of cash on necessities In the long term, Cuban consumers in all key categories will see an increase in purchasing power and begin to spend more on pleasure goods The growing rate is governed by Cuba's overall growth, which is dictated by the government's ability to open markets and implement other reform efforts as rapidly as possible Increased brand recognition will result from the internet and the availability of more knowledge about consumer products Companies interested in entering the Cuban market may start now by adopting the following steps: Begin to build relationships In order to reach the country's mass market, it is important to maintain solid working connections with government-approved merchants in Cuba These suppliers understand the distribution process and how to maneuver through the red tape It is feasible to work exclusively with the Ministry of Trade, although it is more complicated As a result, multinational businesses that wish to move quicker might seek out well-known suppliers with whom they can form relationships 13 Build your brand among ex-pat Cubans Marketing and advertising are not permitted in Cuba, although Cuban exiles can help create a brand indirectly Companies, for example, may form relationships with South Florida's significant Cuban community and utilize ex-pats as a pipeline to approach Cuban consumers via websites, remittances Businesses in Cuba may leverage Internet penetration to communicate with the expat community while gradually gaining brand awareness among Cubans as Internet prevalence develops The Miami neighborhood of Hialeah, in particular, has a significant concentration of Cubans, and forward-thinking firms are marketing to freshly arriving Cubans there, hoping that they would spread the word to family and friends remaining on the island Take a long-term view Companies who maintain a long-term perspective may benefit from Cuba's progress This is especially true when it comes to dissemination Right now, getting things onto shop shelves is incredibly tough Nonetheless, by collaborating with current wholesalers on the island, the Cuban authorities, or both, businesses may begin to gather information, establish a footprint with clients, and make contacts that will be useful when the economy opens to outsiders It will not be simple, given the relative simplicity of distributor skills, but corporations may engage with local retailers to develop the essentials IV Unusual techniques to entering the Cuban market Because of the restrictions on conducting business in Cuba, international corporations must take a less typical approach to establish themselves there Some have already made an impression on Cuban purchasers: • Heineken Heineken took a less conventional strategy, relinquishing distribution rights to the Cuban people in order to boost customer brand identification The company transported refrigerated trucks to the country and essentially handed them over to the Cuban Ministry of Trade to run as they saw appropriate This tactic has aided the corporation in establishing a footprint on the country and cultivating partnerships that might develop if Cuba's economy stretches Branded events and point-of-sale displays were also employed to enhance the Heineken brand among Cuban customers • Adidas Because of Fidel Castro's affinity for Adidas tracksuits, the company was the most wellknown brand on the island He donned Adidas tracksuits during talks with international leaders, namely Pope Francis, in late 2015 Although Adidas items are not widely available in Cuba, Castro's implied support for the brand has enhanced brand awareness 14 and fueled need for Adidas products from foreigners who transfer goods into the country as remittances or via informal means • BLU In the Caribbean and Central American regions, BLU, a Miami-based mobile phone firm, offers low-cost, unlocked phones Despite the fact that the firm does not promote its products in Cuba, it has a great brand recognition (28%) due to Cubans in Florida who buy devices in Miami and donate them to loved ones and friends BLU has surpassed global competitors such as LG to become the second or third well-known mobile phone name in Cuba as a result of this indirect strategy V Conclusion The Cuban consumer environment is still in its early stages, but things are looking up As the government continues to democratize sectors of the economy, the United States relaxes travel and trade restrictions, as Cubans' earnings improve, the opportunity for consumer enterprises will grow In the short run, success entails collaborating closely with the Cuban government and relinquishing control over, instance, distribution Firms may begin to form more direct links with customers in the long run by creating brands in unique ways Cuba, like other rapidly expanding markets, will be a bumpy ride during the next few years, but those who persevere will be rewarded Marketing must have a consistent message Marketing communications will never be flawless, but they must be aligned with your objectives The phrase "one of us" refers not just to the Columbus territory as a collection of excellent organizations and businesses, but also to individual as a national player It's a guiding concept or statement that unites the region's companies and people Cuba is now continuing to work on a marketing thesis More head speak and less heart respond Everyone believes their baby is the cutest when it comes to marketing They (economic development and destination marketing organizations) extol the virtues of their region without providing context "Our downtown is beautiful," for example What exactly is the problem? Everywhere on the earth says the same thing, and it's not working Instead, locales must go deeper to discover what genuinely distinguishes them from every other marker on the world It's tough to stand out, but delivering a more intelligent narrative trumps telling a nicer one "Grandiose squares, cobblestone streets, a past filled with mystery and unexplainable magic, and the drama of everyday life spilling into the 15 colorful, rumba-infused streets." Although it's not Cuba's official marketing slogan, but it's a beginning Replace the engine, but keep the body Cuba has a luxurious antique automotive "collection" due to Fidel Castro's 40-year prohibition on foreign cars And, while obtaining a foreign-made car is now simpler than ever, we would not see many Cubans purchasing updated copies of their favorite oldschool Chryslers, Fords If individuals can preserve, repair, construct new, and constantly improve what has worked for centuries, it appears to be a better option than purchasing something that depreciates rapidly The same will be said about marketing Continue doing what you're doing if it's working Make concerted attempts to improve on a regular basis, though This may be seen in technology and methods that allow marketing messages to be delivered more quickly, cheaply, and efficiently Cuba is unquestionably gorgeous and fascinating, with a rich and mystical history It features some of the world's most creative and brilliant people - as well as a story that is only getting begun Researchers, marketers, and companies from across the world will compete to help tell the story and create a lasting legacy for Cuba, but it will be up to the Cuban people to guide the country It will be vital to convey the right signals in order to increase travel and private consumption, small venture and public investment, and job creation The sentence must be truthful, it should be reiterated constantly, and it must vary and evolve through time 16 References Five Meta Marketing Lessons From Cuba (n.d.) Retrieved December 10, 2021, from https://www.forbes.com/sites/forbesagencycouncil/2017/08/03/five-metamarketing-lessons-from-cuba/?sh=1054cfa313f4 Geoffray, M L (2015) Transnational Dynamics of Contention in Contemporary Cuba Journal of Latin American Studies, 47(2), 223–249 https://doi.org/10.1017/S0022216X15000048 Hoffmann, B (2015) The international dimension of authoritarian regime legitimation: insights from the Cuban case Journal of International Relations and Development, 18(4), 556–574 https://doi.org/10.1057/jird.2014.9 Lachapelle, J., Levitsky, S., Way, L A., & Casey, A E (2020) Social Revolution and Authoritarian Durability World Politics, 72(4), 557–600 https://doi.org/10.1017/S0043887120000106 Marketers should eye Cuba opportunity with patience, caution | Marketing Dive (n.d.) 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Retrieved December 10, 2021, from https://www.reuters.com/article/us-cubamarketing-idUSKCN0YM1IG Mega, E R (2019) Cuba acknowledges climate change threats in its constitution Nature, 567(7747), 155 https://doi.org/10.1038/d41586-019-00760-3 Miller, N (2003) The Absolution of History: Uses of the Past in Castro’s Cuba Journal of Contemporary History, 38(1), 147–162 https://doi.org/10.1177/0022009403038001969 Schedler, A., & Hoffmann, B (2015) Communicating authoritarian elite cohesion Democratization, 23(1), 93–117 https://doi.org/10.1080/13510347.2015.1095181 17 ... the amount of SRC in his choices Question 2: Discuss how governmental instability can affect marketing (Question 8, Chapter 6, Page 183) Government instability occurs when a country’s government... 4 Power and Achievement Question 2: Discuss how governmental instability can affect marketing (Question 8, Chapter 6, Page 183) Stability of Government Policies... Part II: Select a country and analyze it politically from a marketing viewpoint (Question 16, Chapter 6, Page 183) I Overview II Hurdles that marketers