Cultural intelligence & marketing strategy of OSIM International Ltd

146 p.According to the International Monetary Fund, Asia is set to become the world's largest economy over the next two decades and increasingly more global companies are now seeking business opportunities in this region. South Korea, being the world's 15th largest economy in terms of Gross Domestic Product, serves as a major and significant market in Asia, attracting an average of over ten billion US dollars of foreign direct investments each year. Under such a context, this report offers some insights on how businesses and foreign brands can establish their presence in the South Korean market by conducting a case study on the marketing strategies used by OSIM International Ltd ("OSIM"), a highly recognised Singapore-based company and a leading global brand for home healthcare and healthy lifestyle products.Master of Business Administratio