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6038BUSMK Global Marketing Assignment

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Reference no: EM132821677 , Length: word count:3500

6038BUSMK Global Marketing Assignment - Liverpool John Moores University, UK

You are expected to write a report of no more than 3,500 words (+- 10%) - excluding the references.

Assignment Question -

a) One of the main challenges international marketers have to face is the cultural differences that exists between home and host countries/markets. (2000 words)

- Explain the importance of researching the culture of the target foreign market for International marketers.

- Critically analyse the impact of culture to your chosen multinational company. Discuss the key areas of the business which are affected by cultural differences and how your chosen company overcome these challenges in the international markets.

b) A globally standardised product strategy offers significant cost savings to an international firm. However, there are certain conditions under which a firm may have to adapt its products. (1500 words)

- Critically discuss the dilemma between standardisation and adaptation for product strategy. Support your answer using suitable examples of a firm that has been successful with a relatively standardised product and one that has to adapt.

Note - The individual assignment is expected to cover the following issues:

Clear reference to literature on the concept and underlying assumption of international marketing and its goals.

Cultural issues that an international marketer should focus when entering international countries/markets.

The impact of cultural dimensions on international business environment.

Challenges and discussion of developing cultural awareness/sensitivity in the international marketing environment of an organisation.

Critique the dilemma between standardisation and adaptation when entering international markets for product strategy.

Discuss developing effective international marketing strategies (i.e. standardisation/adaptation) with a marketing mix in an international settings.

Notes - Writing a report - The report should include a title and an executive summary. The report should be structured in three main parts for each question (i.e. section A and B) but only one executive summary.

1. Introduction -

2. Main section/body of the report -

3. Conclusion of the report-

A report (must have a maximum of 3500 words, excluding a reference list) should demonstrate the knowledge and understanding of the literature on the key aspects of international marketing. Students should demonstrate a comprehensive understanding of the international marketing concepts/theories and the opportunities and challenges that it poses for the businesses in the competitive international business environment. The report is designed to test the conceptual, analytical and written communication skills of the graduate level students.

Reference no: EM132821677

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