EMBA student Mirai Nagai successfully attended the Université Laval Summer School: International Marketing, held online in July 2020.
2) In our class discussion, we talked about what kind of things should we pay attention to if we are to launch new cosmetic products in, for example, South Korea. I have learned the importance of taking into consideration the differences in business culture and environment through these discussions;
What information is required?
Customer personals e.g. age, gender, upper/lower class
How to collect information?
Social media – collect information vis Social media and observe their habit.
Researching observing videos uploaded into SNS like YouTube would help us understand their way of makeup, and how they choose the cosmetics.
Online survey via outsource research company
Observation would help us understand how they use their cosmetics in department.
What to do to fulfill mandate?
The needed mandate would depend on the plan above e.g. Focus group, franchise or license.
In our idea, at least two kinds of professional are needed to contract like lawyers and accountants who knows local business in detail.
We should hire a translator to translate from French/English to Korean in logos, document etc.
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