Assume you are applying for the position of International Marketing Manager for a global services organization. As part of the selection process you have been asked to produce a short report in five sections providing your views on important areas to the company. This report will be read by the Selection Committee of the HR firm appointed by the marketing organization and will form part of the initial screening process and if you are invited for interview will also form part of the interview discussion.
In particular you have been asked to address the following factors:-
1.Critically discuss and appraise the main political risks that may confront a company venturing into international markets. Use specific examples to illustrate the key points
2.Critically evaluate the commonly held belief that there is no single market entry strategy which is appropriate in all circumstances.
3.Franchising is a particularly effective method of entering services markets abroad. Critically discuss.
4.Critically discuss the nature of culture and why an understanding of culture is important in international marketing?
5.Critically examine and discuss some of the possible added difficulties and complexities a western European international marketing firm might face when attempting to research the market for personal hygiene products in one of the relatively newly democratized countries of Eastern Europe. Critically explain how such a company could attempt to overcome the problems and complexities identified. Use examples to support the points discussed.
Learning Outcomes to be achieved:
This assignment is intended to enable students to be able to:
1.Considers and critically examine the adaptations needed when marketing outside national boundaries. (L1)
2.Discuss and evaluate the differences and distinctions which may apply or be activated or applied when considering cultures and marketing in a variety of differing cultures internationally. (L2)
3.Consider the implications of product and marketing modifications necessary in a variety of situations internationally. (L3)
4.To assess and analyze study of various world regions and their consumption, terrain, demographics, and geographic as they influence marketing practices. (L4)
5.Examine and evaluate concepts and practices in international marketing, with a particular emphasis on globalization and how it affects the marketing activities of a firm/organization. This examination includes for example – global marketing to foreign environments and the formulation of global marketing strategy. (L5)
6.Evaluate the major trends in contemporary marketing strategy within international business (e.g. the effects of on shoring and back shoring on marketing strategy and national concepts of market ownership and product/service ownership). (L6)
7.Provide students with an understanding of marketing in a multinational, multicultural environment; (L7)
8.Develop the student’s skills in strategic decision-making in international marketing contexts. (L8)