International Marketing 15th Edition by Cateora Graham

Exercise 8

Your task is to develop a strategy to market White Appliance's microwave ovens in India. Include target market(s), microwave oven features, price(s), promotion, and distribution in your program. You should also consider both short-term and long-term marketing programs. Some of the issues you may want to consider are:
• Indian food preparation versus Western food preparation.
• Values and customs that might affect opinions about microwave ovens.
• The effects of competition in the market.
You may also want to review the Country Notebook: A Guide for Developing a Marketing Plan, p. 579 of the text for some direction.