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Marketing Across Cultures (details see instruction)
Pages 8 (2008 words)
Feasibility Report: Expansion of food brand into Turkey BY YOU YOUR SCHOOL INFO HERE DATE HERE TABLE OF CONTENTS Section Page Number 1.0 Introduction 2.0 Expansion strategy 3.0 Recommended marketing strategy 4.0 Ethical issues in Turkey 5.0 Cross-cultural marketing recommendations 6.0 Conclusion References Appendices 3 3 5 6 7 8 9 11 Expansion of food brand into Turkey 1.0 Introduction This feasibility report highlights the opportunities and challenges with expanding the company’s food brands into Turkey.
The company, prior to Turkish entry, must be considerate of religious practices of Turkish consumers, the available infrastructure for distribution, the prevalence of competing food producers, the cultural characteristics of the society, economic conditions in the state, and available mediums in the country for promotion. 2.0 Expansion strategy In current Turkish society, 98 percent of consumers are Muslim, representing 73.6 million consumers in the country (Pew Forum 2009). This is a very large market and adherents to the Muslim religion have extremely strict food consumption expectations that are aligned with the divine teachings of the Quran. Muslim consumers consider certain foods to be najis, which means an inability to purify and make suitable for consumption against religious doctrine (Bearman, Banquis, Bosworth, Donzel and Heinrichs 2005). An example of banned foods in the Muslim diet include pork, as this animal is considered a scavenger and harbours known pathogens that, when consumed, would defile the body with its lack of cleanliness (Riaz and Chaudry 2004). ...
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