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Hungary is located in central Europe and it covers about 93, 000 square kilometers. It is bounded to the north by Slovakia, to the east by Ukraine and Romania, to the south by Yugoslavia and Croatia, and to the west by Slovenia and Austria. Most of the eastern part of the country is flat, but the northwestern area has rolling hills and low mountains. Almost 55 % of the land is suitable for cultivation, allowing the country to be nearly self-sufficient in food. The capital city is Budapest which lies on both sides of the Danube River. One-fifth of Hungary's population resides in this city.
The climate is continental, with cold winters and warm, pleasant summers. There are four distinct seasons. The average temperature in winter is 32 degrees Fahrenheit, and in the summer, within 70 - 75 degrees Fahrenheit. Western Hungary became part of the Roman Empire in 14 b.
c. as the province of Pannonia, but the east remained in the hands of Germanic and other tribes. In the fifth century, Magyars began migrating from the east. By the end of the ninth century, the Magyars had conquered the resident Moravians and begun permanent settlement. Christianity was introduced in the late 10 th century. King Stephen was Hungary's first king in 1000 A.
D. who converted the people to Christianity. The official language is Magyar, or Hungarian. Magyar is part of the Find-Ugrian group of the Uralic family of languages, which includes Estonian and Finnish. There is a large Romany community, numbering between 500, 000 and 700, 000 people, along with Croat, German, Romanian, Serbian, Slovak, Slovene and Jewish minorities. About 98 % of the population speak Hungarian, but most minority groups also speak their own languages in addition to Hungarian.
The average Hungarian family has three people. Urban families tend to be smaller than rural ones. The cost of living is high in cities and housing is often limited. The father maintains the dominant role in the family, but both parents usually work. About 80 % of all women work. Urban families live in either small apartments or single-family homes, while rural families have simple homes.
Most have access to modern appliances and conveniences. People in rural areas marry at an early age and follow ethnic customs regarding courtship and marriage. Those in urban areas are less concerned with the following tradition. Many college students wait until the completion of university or graduate training before getting married.
With housing in short supply, young couples may live with their parents for the first few years of their marriage. Children under the age of three years attend crches and those between the ages of three and six years attend kindergartens. Education is free and compulsory between the ages of six and sixteen years of age. Primary education begins at age six, with basic school, and continues until the age of fourteen. In southern Hungary, bilingual schools have been established to promote the languages of the national minorities. The most popular types of secondary schools are the grammar school and the secondary vocational school.
Those who successfully complete secondary school may go on to any of the five academic, four medical, and nine technical universities in Hungary. There are 40 other institutions of higher learning available. The literacy rate is 99 %. Public transportation in Hungary is well developed.
There is a subway in Budapest and taxis are also available. More and more people own private cars, but public transportation is still the principal mode of travel. An extensive train network serves most of the country. The communications system is modern, although most families do not have telephones. This is especially beneficial to the marketing of Nintendo. There is no need for a telephone to use Nintendo.
Although talking on the phone is a favorite past time for teens here in the U. S. , it is not common in Hungary. Therefore, the playing of Nintendo can easily become a favorite past time within the teens in Hungary. Hungary is a nation strongly rooted in its heritage and culture. The country has changed and evolved significantly over the centuries. Over the recent century it has undergone serious changes to its political schematic and is finally asserting its place as a contender in Eastern European affairs.
From the aftermath of World War II to the induction into NATO, Hungary has slowly climbed the ladder to cultural and economic success. Hungary is a country with a soul and spirit. The landscape is not the only beauty that exists in this small European country. The Hungarian nation was first a kingdom and only recently became a republic. The capital of Budapest is home to over 20 percent of the population.
It is within this city that Nintendo intends to first begin its marketing strategy. Before any action can be taken in searching out distributors for the Nintendo products consideration must be given to the government policies and regulations of the Hungarian political system. It has been ten years since the fall of communism and the Berlin Wall. Hungary along with Poland and the Czech Republic are functioning under democratic governments.
The tyrannical rule of Russian Moscow no longer impedes Hungary's economic, political, or social agendas. There is still much room for improvement in the case of Hungary, but the nation has been increasingly successful compared to the other neighboring countries. Under a democratic system the people are capable of having an opinion about the actions taken by their government. When opportunities such as the Nintendo endeavor arise they have a voice to be heard. The possibility of economically stimulating ventures is appealing to the still weak Hungarian economy. The federal government must give approval of course when any foreign country is considering exporting goods into their country.
It does not end there for the potential exporters; they must make the effort to engage the local governments in discussion about their intended marketing plans. In the relatively small country of Hungary there are nineteen subdivisions. These subdivisions are smaller versions of the states in America. Each of these subdivisions is called a mere.
The megye's have their own council and appointed head or mayor who makes pertinent decisions concerning the local economic state. Entrepreneurs must approach these megye's and proposition them with their product, in this case Nintendo would need to send representatives to investigate and negotiate the best possible megye's to begin marketing Nintendo products. The megye's encourage overseas economic ventures because in recent years Hungary's economy has been slow in regaining its pre- WWII status. Promoting prosperity is one of the main functions of the head of each mere. The assembly meets and together they confer on whether or not the potential suppliers are capable of complying with local guidelines and if the company is sound enough to be trusted. The heads of the assembly do not intend to sacrifice the peace and comfort of its citizens unless the endeavor would create lucrative economic outlets and satisfy the Hungarian consumers with the merchandise.
Once within the good graces of the local government megye's, Nintendo will have overcome the first of its many obstacles. Nintendo must take account of many aspects of Hungarian culture when considering distribution of their product. The company must be aware of workdays, holidays, and religious celebrations. The basic belief system of the Hungarian people is firmly rooted in their centuries old Roman Catholic faith.
More than seventy percent of the Hungarian population practice the religion and are very loyal to the traditions it brings. Easter and Christmas are two very important holidays to consider in determining when Nintendo will place their electronic toy products into the market. The remaining thirty- percent of the population is divided; twenty-eight percent to the Protestant faith and two percent to the Jewish faith or other religions. Due to the fact that the majority of the population practices a Christian religion encourages the idea of promotion and placement into the Hungarian market during the winter season before Christmas time.
Children make up the majority of end users of the Nintendo products. Simply adding a GameBoy to their Christmas list is a wonderful marketing strategy for the company. The religion allows the company range to supply goods year round without interference of religious holidays or necessary religious practices that may have caused difficulty in scheduling shop hours. The Hungarian people have a great respect for their religion, seen throughout the nation in its beautiful architecture of the cathedrals.
These sacred masterpieces are decorated with ornate depictions of the saints. The Nintendo Corporation should consider developing a game for the Hungarian market where past Hungarian kings and heroes vanquish the oppressive Turks. By incorporating basic Hungarian principles of good being victorious over evil there is no disrespect to the people of Hungary. There is great pride in Hungarian heritage and this has affected areas of Hungarian culture significantly, for instance its music and entertainment features. The words of the Hungarian National Anthem tell the story of the many struggles the Hungarian nation has overcome and survived. It begins with the threat from the Turks during the early most centuries up until the defeat of communism only a decade before.
With this knowledge of past suffering and then imminent victory Nintendo should view this as a golden opportunity to add new games to their marketing mix. The Hungarians are a very romantic people and love to emulate their proud kings riding a fine horse. Or distributing a version of the 007 GoldenEye Nintendo 64 game cartridge would be a huge success taking into account the Hungarians negative attitude towards Russia and communism. The 007 GoldenEye game depicts the hero, James Bond, fending off Russian Mafiosos who are attempting to take over the world and cause chaos and havoc. The game would refuel the Hungarian desire for a better life without the threat of communism and a reassertion of old traditions. The theater and appreciation for the arts has also seen...
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