Overview
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:
International Economic Accounts.
Market research and competitive analysis
- 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.
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:
Be sure you understand all of the global marketing concepts:
- Marketing environment
Management orientations
- Foreign market entry
Global branding principles
- Product development
Branding
Pricing
Promotion
Distribution
SWOT analysis
- 2. Prepare thoughtful answers to the questions being asked!
- 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 the 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.
- 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.