XXX XXX, Inc. hopes to expand into the global market by introducing its Terra Block Machine to the country of Sri Lanka. Known as the hub of South Asia, this country was one of those devastated during the recent tsunami. The Terra Block machine can be instrumental in rebuilding the damaged community infrastructure in the villages hardest hit. Long-term, XXX-XXX hopes to take advantage of Sri Lanka's regional value to distribute this product to other countries in Southeast and lower Southwest Asia.
Public Relations Campaign Overview
Doing business in another country is always a difficult proposition because of language and cultural barriers. It is important to understand how these important considerations can impact a company's ability to gain a foothold in an overseas market. In Sri Lanka, a majority Buddhist country located in the Indian Ocean, south of India (CIA.gov, n.d., 2), new construction or rebuilding of homes due to the recent tsunami is a primary goal of the Sri Lankan government. XXX-XXX, Inc., a manufacturer of prestressed/precast concrete products recognizes the potential for introduction of its portable Terra Block machine to this overseas market. The marketing department will, 1) identify XXX-XXX, Inc's public relations or PR issues based on introducing a new product in Sri Lanka, 2) identify the target audience for the PR campaign, 3) discuss ethical implications related to the PR issues, 4) develop a market research plan to support the PR campaign strategy development, 5) analyze how the PR campaign will affect the marketing function of XXX-XXX, Inc. In addition to the psychological trauma of its citizens because of the tsunami, the government of Sri Lanka is faced with the practical challenges associated with rebuilding the communities that were devastated.
XXX-XXX, Inc.'s marketing department realizes there is a tremendous need for filling this...