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A Japanese Multinational Enterprise (MNE) specializing in consumer electronic
products (such as refrigerators, washing machines, stereo systems etc.) has decided to expand
its market and export its products to new foreign locations. After consultation, the company has
decided to expand and export its washing machines in the following countries:
Name of Countries:
1.Italy
2.United States of America
3.Saudi Arabia
As stated above the company intends to sell washing machines in the above mentioned
countries. Your task is to research the culture of these three countries (Italy, United States of
America and Saudi Arabia) according to Hofstede’s Cultural dimensions and then determine
how your company may need to adjust its international marketing mix (Product, Price, Place and
Promotion) for its washing machines in order to maximize the firm’s chances for success on a
foreign soil. (15 Marks- Word Count: 350-400)