writing assignment: global marketing
Marketing
This assignment will assess the Marketing Mix of an International Organization.
Select a Global Fortune 500 Company.
Pick a specific product that the company offers in at least three different countries.
Assess the Marketing Mix for this specific product in each of the three countries. It may be best to set up a chart and identify the Marketing Mix components for each of the countries. More specifically, you will want to consider:
a)Product – What are the basic product benefits, brand name, warranty, service, or innovative qualities?
b) Price – Currency exchange, any planned discounts during the year, method of payment accepted, or e-marketing (if applicable).
c)Promotion – Advertising, sales promotion, public relations, personal selling, etc…
d)Place (distribution) – Market entry method, channels of distribution, and channel cooperation.
A few resources to get you started:
http://fortune.com/global500/
http://www.forbes.com/global2000/
http://www.bea.gov/international/index.htm
http://www.economist.com/
http://www.census.gov/foreign-trade/statistics/notices/20140307_exh19.html
https://www.cia.gov/library/publications/the-world-factbook/
http://countryfacts.com/
http://www.factmonster.com/countries.html
http://www.state.gov/countries/
https://www.sba.gov/content/do-your-market-research
These are just a few examples of the endless amounts of resources and data you can find online. You are not limited to just these examples. If you have others, please share with the group.
Written Assignment Objectives:
Discuss the relative merits of standardization versus customization alternatives for global product (including services) strategies
Describe multinational diffusion theory
Describe global branding strategies
List and explain the driving forces behind foreign market pricing
List and describe methods of non-cash compensation frequently used in international transactions
Describe the constraints on global integrated marketing communication strategies
Discuss the advantages and disadvantages of the major integrated marketing communication tools available to international and global marketers
Discuss the importance of logistics in reaching foreign markets and the unique challenges presented by global logistics
PREPARE your written assignment as follows:
Thoroughly read the chapters in the weekly conferences and conduct additional outside research on country and business resources.
Review the following global marketing topics to ensure you understand the marketing principles and can demonstrate you can apply them in this case.
Be sure you understand all of the global marketing concepts covered in this written assignment and review these concepts in the course modules if needed (Module 3):
Marketing environment
Management orientations
Foreign market entry
Global branding principles
Product development
Branding
Pricing
Promotion
Distribution
SWOT analysis
Prepare thoughtful answers to the questions being asked!
Follow ALL the guidelines for writing and submitting your Written Assignment
Prepare as a word processed document (such as Microsoft Word). Use a simple 12-point font such as Times New Roman. Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.
Your assignment should be the equivalent of approximately five (5) to six (6) pages of double-spaced text (although more are acceptable). The cover page and References page are not part of the written analysis.
Be sure your name and date are on the cover page of your writing assignment.
Use headers to separate major themes or topics. Respond comprehensively. Give examples when appropriate. Be sure to provide your own perspective on each of the questions.
Include a References page, which includes references that explain the concepts.
You should use a minimum of five (5) references dated 2015 to the present.
You should use APA style for a paper which includes formatting for page numbers, page margins, etc. More information about using a style guide can be found in the UMUC’s virtual library accessible from your LEO classroom in Content “Learn to Use APA” or at umuc.edu/library.
Upload your word processed document in your LEO assignments folder by the due date in the LEO calendar.
Refer to the grading rubric associated with the assignments. Be sure to note that a percentage of your grade on this assignment will be based on your grammar, composition, adherence to the submission requirements, and use of an appropriate college-level style guide for writing and referencing.
Don’t forget …
This is a formal written assignment. That means all rules of grammar and composition apply.
You will be graded on your writing as well as your mastery of the content.
Grading rubric
Points
Standard
100
Student clearly demonstrates superior understanding of the course concepts important to the case and conveys such through a professionally prepared written report, emphasizes critical thinking skills, and employs case authors and other academic sources to defend responses or provide counterargument.
90
Student demonstrates above-average understanding of course concepts in the standards described above; may be slightly off track or weak in one of the content areas or written requirements.
80
Student demonstrates average understanding of the course concepts in the standards described above; may be slightly off track or weak in two content areas or written requirements.
70
Student demonstrates a below-average understanding of the course concepts in the standards described above; off track in at least one of the content areas and weak or noncompliant with one of the written requirements.
60
Student minimally demonstrates some understanding of the course concepts in the standards described above; case analysis exhibits weaknesses in both content and writing requirements.
50–10
Student does not demonstrate an understanding of the course concepts and grade will be assigned based on the severity of the weaknesses exhibited in both content and writing requirements.
0
Student does not submit a case written assignment.
Solution Preview
Introduction
Wal-Mart Stores, Inc. was founded fifty years ago by Sam Walton and Bud in Arkansas (USA). It is a multinational retail corporation, which involves the management of large discount superstores and warehouses (Fortune.com, 2017). With over two thousand stores, Wal-Mart is seen as a valuable company in the U.S. Wal-Mart’s products range from automotive, clothing, shoes, groceries, books, electronics, arts and crafts, shoes, and housewares. Wal-Mart chooses products that give the maximum profits. Their retail stores are spread across the world; it is the leading store in the U.S.
The company operates over 11,700 retail units in 28 countries. Some of the countries that Wal-Mart operates in include Botswana, Brazil, Argentina, China, Chile, India, Japan, South Africa, United Kingdom, among others.
(1,510 words)