Toshiba Corporation is a company based in Japan that specializes in the production of industrial and consumer electronic and electric products including notebook computers (laptops), electro medical devices. LCDs, home appliances and semiconductors. It is among the oldest and largest companies in Japan. Toshiba laptops are selected as the product to be marketed in Cuba.

Cuba is a potential market because of the dynamics involved. It has the ideal setting ground for any company that aims at getting future high volumes of their products.

B) Cuba’s History

Christopher Columbus is credited with the discovery of the island of Cuba, an event that led to the colonization of Cuba by Spain. Despite this Cuba had been inhabited by indigenous people for centuries before the discovery. After the Spanish-American war is that Cuba gained its independence and sovereignty in 1902 (Ritter, 2004, pp.47).

In the early years of the Spanish occupation, many native Cubans were butchered or forced into slavery while others died from the smallpox and measles brought from Spain. The rest fled to the mountains to escape slavery. This led to the introduction of African slaves to work in the sugar cane plantations. Slavery and slave trade are highly credited with taking the Cuban sugar industry to where it is today. The economic prosperity of Cuba began after Britain took over the island from Spain after the seven year war which ended in Britain’s favor. Trade regulations were eliminated and the path to prosperity was created.

C) Geographical Setting

Location

Cuba an island that is located in the Caribbean Sea. The entire country or island measures an estimated 48,800 square miles. The country has several highland regions the most notable of which are the Guaniguanco, the Escambery and the Sierra Maestra. The island is located south from the famous Florida Keys (Cuba, 2010). The country has a coastline that extends for an estimated 3,700 kilometers. In relation to other countries, the country lies to the eastern side of the Gulf of Mexico and to the western side of the North Atlantic Ocean. The Yucatan Channel lies to the south east of Cuba.

Climate

The Cuban highlands, which are about a third of the country, have an overbearing effect on the climate. The fact that the country is an island also has ramifications on the weather and climate patterns experienced. The climate can be defined as tropical climate with a dry period from the month of November lasting until April while the rainy season lasts from May to around October. The country also happens to lie within the path of major hurricanes and other destructive storms which are common in the months of September and October. The average temperatures in Cuba vary between 23?’C and 27’C throughout the entire year

Topography

Cuba has several archipelagos but Cuba is the main island. The island has a hilly or mountainous topography marked by several highlands such as the Sierra Maestra, the Escambery, and the Guaniguanco. The rest of the country is marked by plains the largest of which are in the provinces of Matanzas and Camaguey. The rest of the country is marked by coast lines.

Home

D) Social Institutions

The Cuban culture is a blend between African, American and European cultures. The European cultures were imported to Cuba courtesy of Christopher Columbus (Spain) and Britain. The American culture influence Cuba beginning from the period after the Spanish American war that rid Cuba of the Spanish colonists while the African cultural influences as a result of the many slaves brought in to work in the plantations.

1) Family

The family is an important social institution in any nation, society, or community. The stability of the family as an institution is reflected upon the wider society as the society tends to have better social institutions that borrow their moral fabric from the family. Cuba is no exception to these basic rules of nature. Most families in Cuba live as extended families.