Submitted by: Submitted by tamarw37
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Category: Business and Industry
Date Submitted: 07/02/2014 09:04 AM
Global Marketing Strategies - Dominican Republic
Introduction
I was recently selected to take over the role of a Global Marketing Director for an online Strategic Business Unit (SBU) of a Major University. The University is currently exclusive to the United States and is looking to expand their online undergraduate business program to other countries outside of the United States. The first country that they are looking to expand to would be the Dominican Republic. It will be a goal of mine to create an entry strategy that will position the University to capture the largest share of the market upon entrance.
The Dominican Republic is located on an island called Hispaniola in the Caribbean that is shared with Haiti; in 2014 the country ranks at 144 out of 189 economies in the world (World Bank Group, 2014). The Dominican Republic is an emerging market that has lots of potential. The enormous potential is one of the reasons that the University chose the Dominican Republic as their first destination abroad.
Dominican Republic’s Social and Cultural System
The Dominican Republic has a unique social system and culture; they have a blend of both classic and modern cultures from around the world. The population is predominately of mixed African and European ethnicity; the minorities in the country are the blacks and the whites. The native language in the Dominican Republic is Spanish. “Dominicans pride themselves on the purity of their Spanish and it is considered by some to be the most classical Castilian spoken in Latin America. Nevertheless, Dominican Spanish has a distinctive accent and incorporates numerous African and Taino (native) expressions” (Advameg, 2014). However, they speak other languages such as English which is spoken in the capital of Santo Domingo, especially near the tourist areas of the country. There are also some portions of the country closer to the Haitian borders that speak Creole.
The majority of the Dominicans practice Catholicism...