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The Country Notebook

The Country Notebook

Country: South Korea

Product: Pop Tart

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I. Introduction

II. Population

A. Total

1. Growth rates

2. Birthrates B. Distribution of population

1. Age 2. Sex

3. Geographic areas (urban, suburban, and rural density and concentration)

III. Economic statistics and activity

A. Gross national product (GNP or GDP)

1. Total

2. Rate of growth (real GNP or GDP)

B. Personal income per capita

C. Average family income

D. Distribution of wealth

1. Income classes

2. Is the distribution distorted?

E. Surface transportation

1. Modes

2. Availability

3. Ports

F. Working conditions

1. Employer–employee relations

2. Salaries and benefits

G. Principal industries

1. What proportion of the GNP does each industry contribute?

2. Ratio of private to publicly owned industries

H. Foreign investment

1. Opportunities?

2. Which industries?

I. International trade statistics

1. Major exports

a. Dollar value

b. Trends

2. Major imports

a. Dollar value

b. Trends

3. Balance-of-payments situation

a. Surplus or deficit?

b. Recent trends

4. Exchange rates

a. Single or multiple exchange rates?

b. Current rate of exchange

c. Trends

J. Trade restrictions

1. Embargoes

2. Quotas

3. Import taxes

4. Tariffs

5. Licensing

6. Customs duties

K. Extent of economic activity not included in cash income activities

1. Countertrades

a. Products generally offered for countertrading

b. Types of countertrades requested (barter, counterpurchase, etc.)

2. Foreign aid received

L. Labor force

1. Size

2. Unemployment rates

M. Inflation rates

IV. Channels of distribution (macro analysis)

This section reports data on all channel middlemen available within the market. Later, you will select a specific channel as part of your distribution strategy.

A. Retailers

1. Number of retailers

2. Typical size of retail outlets

3. Customary markup for various classes of goods

4. Methods of operation (cash/credit)

5. Scale of operation (large/small)

6. Role of chain stores, department stores, and specialty shops

B. Wholesale middlemen

1. Number and size

2. Customary markup for various classes of goods

3. Method of operation (cash/credit)

C. Import/export agents

D. Warehousing

E. Penetration of urban and rural markets

V. Media

This section reports data on all media available within the country or market. Later, you will select specific media as part of the promotional mix and strategy.

A. Availability of media

B. Costs

1. Television

2. Radio

3. Print

4. Internet

5. Other media (cinema, outdoor, etc.)

E. Percentage of population reached by each medium

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