Pets have long been found to provide health and social benefits for their owners, including lowering blood pressure and increase levels of happiness. Unfortunately, not all people can own a pet either due to lifestyle or pet allergies. MarsCat provides a solution to this problem. MarsCat is a bionic, robotic cat that acts just like a real cat. The developers (Elephant Robotics) suggest that it will be able to surprise, delight and entertain you as any cat would do. MarsCat can play, run and it sensitive to human interactions. It provides a complete sensory experience as it sees its environment and has image recognition which means that is can recognize multiple members of the household. It can also play with toys. It is touch sensitive as it develops unique responses to you and it reacts to being stroked, hugged and patted. It can meow, making different meow sounds and can hear and react to 20 different comments such as hello, come here, stop but as with any cat, there is no guarantee that MarsCat will follow these instructions. Over time, MarsCat develops its own personality that develops through interaction with its owner. The personality develops through a number of factors including the frequency of interaction with people (its owner), frequency of movement and the tone used to speak to the MarsCat. MarsCat operates independently without any instructions as it programmed through open source software. It has a battery that lasts for 3 hours, after which the cat needs to be recharged. From a technological perspective, it is fitted with multiple servo motors, touch sensor and cameras that are equipped with face and objective recognition. It comes in a number of different colours, including white, gray, ginger and black. When it went on sale in January 2020, it sold sell for SEK 1499. It is currently sold online through their website, but it also available in selected technology stores. Questions 1) There are ethical challenges associated with doing business in other countries. You are a consultant to MarsCat who have decided to enter Sweden. Give examples of two business-related challenges they would face, giving examples and referring to relevant literature. 2) Develop a brief marketing strategy for MarsCat for their entry into Sweden. Grading The grading rubric is the same as for the original submission. It is imperative that you read it before submitting your assignment. You will receive a copy of the grading rubric once all submissions have been graded. Technical Aspects of the Assignment The maximum length of the assignment is 1000 words (content only, with a 10% variance), which does NOT include the title page, contents page, reference list or any appendices. The written assignment has two questions, so it is expected that you try to distribute the words equally (approximately 500 words for each question). Suggested formatting: Font Arial, 12 points with normal margins. Spacing is 1.5. We suggest that you use additional literature, including academic articles in your paper. Note that all references appear in one reference list, irrespective of their source. A minimum of 8 references (not including the 3 provided in this document), correctly referenced, is recommended. Of these references, at least 4 should be academic references (i.e. Journal articles). Referencing style: APA (Harvard). Referencing is very important, and you will lose points if references are missing or the referencing is done incorrectly. You are expected to check your referencing and ensure that it is done correctly. Note that technical care (including spelling and grammar) is also part of the grade.
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