Group Assignment

Foreign Market Analysis

Module 1: Marketing & Globalization

Video: Globalization, the U.S.A. and China

 Question 1

Several businesses and groups of people win or make progress in this story, but not all of them.  Why are there also losers and what could they do to avoid their unfavorable position?

Question 2

How would you imagine the strategy followed by the American furniture company when they decided to sell their products in China?

 

Group Assignment

Foreign Market Analysis

Module 2: Global Customers

Video: China’s retail business goes digital

 

Question 1

Do you think that the increasing digitization of the Chinese retail market makes it more or less accessible to foreign companies wishing to export their products to the country?

Explain your answer.

Question 2

Do you think this presence of the Chinese internet companies become global?

Explain your answer.

 

Group Discussion Questions

Foreign Market Analysis

Module 3: Global Marketing and Research

Video: Steve Jobs

Question

Do you agree with Steve Jobs?

Explain your answer

    

Group Discussion Questions

Foreign Market Analysis

Segmentation, targeting & positioning (chap 4)

Video : ROLEX

Question 1

What is the global product positioning of Rolex?

 Question 2

What do you think are the criteria for global market segmentation?

 

Group Discussion Questions

Foreign Market Analysis

Module 5: Competitive analysis & strategy

 Video: Michael Porter’s Five Forces

 Question 1

Think of a big multinational and apply the concept of the Five Forces by analysing its industry.

Be able to present your conclusions in 5-7 minutes before class.

Question 2

From your points of view, which is the market expansion strategy? Please give 2-3 points

 

Group Discussion Questions

Foreign Market Analysis

Module 6: Product decision and pricing

Video: Pricing a can of Coca Cola

 Question 1

Think of another, unrelated product with at least 4-5 different price level and explain why these levels exist.

Group Discussion Questions

Foreign Market Analysis

Module 7: Global marketing channels and communication

 Team of 2-5 persons

Deadline: Tomorrow before class starts

Work to be submitted: Short PowerPoint, maximum 5 slides, with

• Product description
• Market analysis
• Action plan based on 4 P’s
• Main challenges your team foresees
• Several teams will present their work

  

Select one product and one country of origin; the target country will be decided randomly.

Products	Country of origin	Target country
Cookies	Saudi Arabia	Japan
Electronic gadget	U.S.A.	Canada
Shoes	Spain	Norway
Herbal tea	Japan	India
Sunscreen lotion	Russia	Italy
Sportswear	China	Turkey
Nutritional supplement	Mexico	China
Sweater	Morocco	Australia

 

Group Discussion Questions

Foreign Market Analysis

Module 8: Foreign Market Entry Modes

Video: Tesla

Question 1

The Tesla strategy looks great, but… is it? What type of changes would you make, if any, and why?

 

Group Discussion Questions

Foreign Market Analysis

Module 9: Global Organization & Leadership

Final Assignment

See separate document ‘Final Assignment’

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