Project #161748 - Global marketing case study

Business Tutors

Subject Business
Due By (Pacific Time) 01/08/2017 12:00 am

MK3H82 and MK3S81 Written Assignment 2016/17

Guidelines to students

The broad question of the assignment requires the students to undertake a case study

for Market entry: selection and justification. The students will be required to choose a

company (preferably the one that does not have a global presence already). Then the

students will be required to choose an international market (non-domestic) for that

particular company to explore.

Begin with an introduction of the company or product that you have chosen. Yes, it

can either be a company that goes international (for example, taking Walmart to India

as a whole) or simply a product (for example, taking a beer brand to Australia). So

you can write a few lines explaining the background of the company and the unique

characteristic of the product.

After this, you can begin with question a,

a) Describe the stages of a methodological research process a company should go

through to find an overseas market, identifying the stages and resources

involved and special considerations that should be observed.

Start with a few lines on how globalization has changed the way business is done,

how the world is becoming smaller due to migration, how certain cities like London

are becoming global, we now see different cultures in a country – how does

globalization change international marketing?

Then paint the ‘International Marketing context’ using the famous diagram (do not

forget to reference it) and explain in brief how the factors like culture, language etc.

impact marketing decision making.

Here, ask yourself, how these factors affect my marketing decision. For example,

some may use culture, but may not have any impact by political system, that’s ok, but

explain why you need to consider all of them so as to inform your marketing mix (4p)

and how it informs the STP approach i.e. segmentation, targeting and positioning.

Because these 5 factors will influence on your marketing mix, right? So you can use

further theory from the slides to explain that, for example if culture is very important

for your product in the international market, refer to the relevant table, for example

below.

The above table shows the factors which are impacted by culture, Tables for other

factors are also available in the lecture notes. So now you will apply this to the

international market you have selected, so what is the impact of culture of your

chosen international market, what implication does it have on your marketing

decision? So now, you should say, what ‘methodological research process’ does the

literature prescribe?

So next, you start with the ‘methodological research process. Now in order to do this,

you have to focus on what will you need to research in order to confirm whether the

international market you have selected will suit your product or company that you

have selected? Then you will say, this methodological process includes the

following, in this methodological process, remember IT IS IMPORTANT TO

APPLY THE CONCEPTS AND NOT DESCRIBE THEM, we want ANALYSIS

and NOT DESCRIPTION so for example, apply the PESTLE to your selected

country, don’t tell me what PESTLE is and what it is used for, I know it, so do

you…but what I need to know is, what’s the PESTLE analysis for the market you

have chosen, so are there any political threats or social opportunities? Same with

Rostow and Porters do not describe them; apply them to your chosen international

mark.

Imagine this scenario, your CEO has asked you to prepare this report, wherein he/she

has asked you to find an international market for your product – so does he want to

know what pestle or Rostow model is? No right? He probably knows that already, but

what he or she wants to know is, what emerges after you apply PESTLE or Rostow to

your market and analyses it. So think as if your CEO is on the way to the airport from

your office, and he has to read and understand your 3000 word report and make a

decision before he catches the plane. So be ruthlessly analytical, don’t get caught up

in describing concepts and be to the point. Answer the question!!!

• Macro analysis – PESTLE – so what does PESTLE analysis tell you about this

international market? You can present a table with pestle analysis for a

country. So you will talk about what has PESTLE made you aware of about

the market that you have selected? What important issues has it made you

aware of?

• Then you will need to analyze what type of an economy is your chosen market

among the 3 types of economies? So you will analyze your chosen market by

using theory and let me know whether it is a command or mixed or market

economy? Why is knowing and understanding this important? Because they

have different characteristics/components right? For example, Like China is

different to UK, so your marketing mix decision in China will be different to

UK. So they type of economy matters. Give example.

• Then you will use the Rostow’s model to analyze they stage of economic

development of your chosen country. So analyze how this theoretical model

helps you identify if an economy is traditional or take off or emerging or NIC.

Now, depending on what type of economy it is, it will again impact your

marketing mix right? Give example; explain how emerging markets have

different ‘marketing’ requirements than ‘traditional societies’. So focus on

what have you understood about the economic situation of this country after

your analyses.

• Next you will use the Porters diamond model to analyze what is the national

competitive advantage of your chosen country and what it means for your

marketing mix. Because the demand conditions, factor conditions etc. will

impact you marketing mix again right? So what did you learn about the

country from this analyses and what implication the analysis will have on your

marketing decisions?

Michael Porter’s Diamond Model

– Demand conditions

– Related and supporting industries

– Firm strategy, structure, and rivalry

– Factor conditions

– Government

• Next you will use the Porters five forces, and analyze you chosen country to

understand what’s the bargaining power of suppliers or is there threat of new

entrant? And what have you discovered after the analysis that needs to be

considered in our international marketing decisions. Give example, like how

Samsung suffered at the hands of Apple due to threat of new entrant within

their sector. So what is the status of the five factors in your chosen market,

why knowing this is important.

• Lastly, you will now select an entry mode. So your next step will be

analyzing which is the right entry mode for your chosen product in the chosen

country. How can this decision affect your marketing actions? So you will

need to select and justify your market entry mode as to why the mode of

entry you finally choose (you will choose 1 mode of entry), is the right one for

the product or company and you will use the above methodological analysis to

justify your decision along with the theoretical characteristics of the respective

entry mode? Cause depending on the product, the company has to manage

risks, costs, control/uncertainty right? So choosing the right entry mode is

important. Cause exporting is less cost and risk, but that also means less

control and more uncertainty whereas a wholly owned subsidiary means high

cost and risk but also more control and less uncertainty right?

REMEMBER – APLLICATION AND ANALYSIS OF THE THEORETICAL

CONCEPTS IS REQUIRED AND NOT A DESCRIPTION OF WHAT THESE

CONCEPTS ARE.

Also, make sure you do not end up using the entire 3000 word limit to answer only

part a, its 40 for a, 40 for b and 20 for c – so divide your words wisely. You will need

to do this right because otherwise you will mess up the word limit.

After all this research process, you will have understood why this research process is

important and how does it help you. Also, this methodological research process

makes you aware of ‘external environment’, culture and the economic/industrial

conditions within the chosen international country, which will help you make the right

decision as to which entry mode is a best fit for the product you have chosen. So now

that you have done methodological research, you can explain the pros of this

‘structured’ approach. Why following this structured approach is important? How

does it help? For example, a higher mark will require a discussion on how this

approach is important to understand how the world is no longer neat or structured. For

example, why is not of all the USA about mass consumption? For a higher mark,

there needs to be a discussion on going beyond the boundaries of the country and

exploring the differences that lie within the country, for example London is not the

same as the rest of the UK, culturally and economically. Students can comment on

how global cities are emerging within markets that require a different understanding

to the rest of that particular country. Use of strong examples to drive a point is

encouraged. It is advisable to focus some of the discussion on understanding

‘culture’ via the structured process – since getting culture right is the most

important aspect of International marketing. Not only the culture on the

international market you choose, but the work culture. So will you use ethnocentric or

region-centric approach to management? Explain why you will choose what you

choose. How will it help?

And yay!! You have partly answered the question ‘b’ as well,

b) Contrast the merits and demerits of finding an overseas market using a

methodical research process with a more unstructured approach.

You have suggested the pros of a structured approach above, which partly answers

this question. But what are the disadvantages of this structured approach? Why is it

that some large corporations who have used structured approach have failed? Give

example, like B&Q in China.

Then you can say how is it that certain small businesses/SMEs use unstructured

approach and become successful internationally? Give example, like 42 Below

Vodka. So how do small companies do their research? Do they do any research at

all? Or is it fully informed by entrepreneur/owner of SME or their customers/market

drive their strategic marketing decisions?

Here you need to explore how the approach to finding an overseas market varies

between large corporations and SMEs. Advantages and disadvantages of structured

and un-structured approaches need to be discussed in the context of SMEs and large

corporations with examples. So should scale of the company decide which approach

is best? Compare and contrast merits of structured approach vs. de-merits of

structured approach, similarly compare and contrast the same for un-structured

approach. A discussion of how ‘culture’ is very important, for example, how do

SMEs understand culture in un-structured approach? Or is it better understood in

the ‘structured’ way? What can you miss or overlook in un-structured approach?

What can you miss or overlook in structured approach?

c) Discuss why you believe that using the Internet, including Social Media, is not

only an opportunity, but also creates problems for international marketing

managers who plan to develop their business internationally using “Digital

International Marketing”.

This question requires the student to have a critical discussion on how Digital

Marketing and Social Media can be used for product development, product

enhancement or product change. A higher mark will be awarded for a discussion on

whether Social media and digital marketing channels can be used for more than just

‘promotion’, perhaps ‘listening’ to your audience, their choice or needs and wants?

How can this be done? Provide examples to support. For example, explain how

Amazon ‘listens’ to their customers and gives out ‘suggested items’ when you log in

to amazon.com. Can social media be used as a tool to understand cultural differences

in international marketing? How? Give example. What problems can social media

marketing create for international marketers? Give example, like the dominoes viral

video i.e. a discussion is required on how cultural misappropriations or PR disasters

can happen if Social media marketing is not handled properly. Importantly, focus on

how Digital Media and Social media changed the way marketing is done, the advent

of automation, big data and analytics – is used to listen to customers by storing their

personal, credit data and then use the same to influence their buying by personalizing

suggested items on web. How digital marketing impacts distribution (for example,

amazon.com can deliver products all over the world). What advantages do social

media and digital marketing channels offer to international marketers, innovative

promotion perhaps? Give example.

Most importantly, students need to use sub-questions a, b and c to answer the main

question, i.e. justification of why do you think the international market that you have

chosen is the best for the company you have selected. Examples are encouraged in all

sub-questions, remember Justification for is required for what you said, so why you

say what you say is important.

Mark distribution as per questions:

• For MK3H82, the assignment carries 100% weight. Part a (40%), part

b (40%) and part c (20%).

• For MK3S81, the assignment carries 50% weight. Part a (20%), part b

(20%) and part c (10%).

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