International Marketing Project

Company Profile


In the real world, you would have known, or at least been familiar with the company and the type of product or service before beginning this research project. However, in this case, we are essentially asking you to choose one (a business) based on your current knowledge of the country.

We feel this will benefit you in two ways: first, at this stage in your research, you should now have a better understanding of your country and its people, which will allow you to make a better decision about the type of business you represent; second, an informed decision may may lead to finding valuabe information efficiently — as some of you know, sometimes the smaller, more obscure object means the smaller, more obscure the information — choose wisely

So how do you go about choosing a product or service?

There are several ways to go about this, so choose which one works best for you and your country.

  1. Consider where your country stands economically — is it highly developed or "working on it?" What industries provide the most revenue? Consider the food and beverage, hospitality, and tourism industries — these are three types of businesses where information might be easier to find.
  2. Take a look around you — think about the places you go to spend money and ask yourself, "Would this type of business do well in my country?" But remember, a place that might be extremely successful and popular here, may not have the same popularity and success somewhere else — use what you know about the country.
    • Try this keyword search: shopping + your country name for a braod search of various outlets
    • For you more serious types, you might try plugging in corporate business or industrial business + your country name
    • Of course you can always insert the name of a business (i.e. Walmart or Marriott Hotels) + your country name
  3. Have you taken a vacation somewhere and thought to yourself, "Man, this place could really use a Starbucks!" Examine what your country offers in basic commodities and amenities, and determine which ones are in high demand, then compare to businesses in the US that offer those items or services.

So What's the Point to All this?

You will either choose an existing company or create a fictional one — this is the company which has hired or selected you to research a potential location to expand internationally.

The premise of the "Global Fair/Trade Show" is to convince an audience that the company you represent should expand to an international market. So it's imperative you choose a product or service that has a high chance of succeeding in your country.

Here's What You Need to Do

The following will be inserted in the Appendix section of the IMP. Check out this Company Profile Sample to model the type of professional language we want you to use.

One more note, for those of you who choose an exisiting business, use your own words. For those who make up a company, I suggest you find one like it to help you with the wording.

Company Logo (image)

Create a letterhead — include the company's logo

You may also use a watermark, but only if it doesn't distract the reader

Company Profile (paragraph)

Write a paragraph that introduces the company. Include:

Basic Description of *Product(s) or Service(s) (paragraph)

Write a paragraph outlining the product(s) or service(s) offered by the company. The rule of thumb here — Be concise in your description, don't over–do it, and above all, keep it simple.

*Title may be changed to suit your preference

Product or Service Image (one only)

Include in the above paragraph. Set text to wrap around the image.

Accolades (paragraph)

This is where you talk up the company and it's success. Balance this paragraph with two or three examples of awards, accomplishments, or financial success, and try to tie in these examples to the company's guiding principles.

You may include one award image in this paragraph.

Expanding International (paragraph)

Write a paragraph making the argument to expand the company's reaches internationally. You may want to refer to pieces of the IMP for evidence.