Reference no: EM13331749

Question 1 (Essay Worth 14.28 points)

Explain in detail Porters 5 Forces model and its relevance to global planning.

Student should address supplier power and how it is enhanced by the international scope of its operations. Special attention should be made about increasing market penetration and the importance of volume increases. Barriers to entry should be addressed and issues related to government policies internationally and brand identity issues. The student should discuss the power of the buyer and the leverage they may have in international markets. The student should look at the degree of rivalry and the concentration of the industry and the future growth of the industry. The student should examine the firms ability to differentiate their product from their international rivals. Is there a local firm that is a major competitor? What is the potential to and threat of substitutes when you enter a market and what is the potential for buyers to move to a substitute product?

Question 2 (Essay Worth 14.28 points)

Once a domestic business strategy is created, why should a business plan be created that is focused entirely on the Global Market?

The student should understand the complexity of the foreign market and the huge opportunities that exist to further drive their product and brand. The international corporation must have a clear corporate objective and direction that should closely align to the corporate goals and objectives. While the execution will vary by market, the basic strategy of the firm and identity needs to be established, understood, and communicated.

Question 3 (Essay Worth 14.28 points)

When writing a business plan, what are the potential audiences that you should address and how would you adapt your business plan to each of the audiences?

Students should understand that there is the board of directors who will scrutinize the plan. The board must be able to understand the plan and that the plan has a high probability of success. Internal marketing, salesmen, operational people, etc, must all understand the program so there is a clear corporate direction that the organization is pursuing. The investment community must understand the plan and have confidence in management’s capability to execute the program. The plan should align with your customers' needs and wants. The plan must be able to address the different countries and cultures that the firm will be competing in and must be flexible enough to address the uniqueness of the international market. Finally, the shareholders need to know you have a clear and concise business strategy that will maximize the long term success of your corporation.

Question 4 (Essay Worth 14.28 points)

Identify the 6 Rules for Market Revitalization and how they are critical when competing in the global market. Branding is not the same as advertising. It is a promise that when you buy a product in the international market you will get and have an experience. A brand is a promise versus the actual deliverable which is a product or service. This is its international identity and its commitment to deliver on its promise.

Rule 1 Refocus the organization

Rule 2 Restore brand relevance

Rule 3 Reinvent the brand experience

Rule 4 Reinforce a results culture

Rule 5 Build brand trust.

Rule 6 Realize global alignments

Detailing these initiatives and how they are absolutely critical in establishing a solid international plan that will be successful.

Question 5 (Essay Worth 14.28 points)

Explain how McDonalds lost their way internationally and how they were able to reenergize their organization.

Before 2003 McDonalds was driven by building the number of stores and driving sales by expanding the number of stores. On 2003 their new direction was to enhance the experience at the store level and drive sales at existing stores. They wanted to increase the number of visits to the store by the same individual. They wanted to be bigger by being better. They decide to pursue improved profitability by revitalizing the brand!

Question 6 (Essay Worth 14.28 points)

A firm can gain a great deal of benefit by properly researching marketplaces and defining the 4 P’s from the seller’s point of view and the 4 C’s from the customer’s point of view. How would you use these tools to establish your international marketing plan?

• Product: Consumer wants and needs

• Price; Cost to satisfy

• Place (Distribution): Convenience to buy

• Promotion: Communication

The student is required to establish their marketing mix that will satisfy their company and customer at the same time. It is extremely important that the marketing message is on target, focused and not vague. The student needs to consider the methods needed to gather information in order to make decisions. The student must understand that it will take a team effort to coordinate these functions. The student is also required to research the different needs and wants within a country.

Question 7 (Essay Worth 14.28 points)

Why are operational processes so important when trying to execute your strategic global business plan?

Once a solid plan and strategy is established it really is up to the operational and technical people to establish a plan that can allow the rest of the organization to execute on their established initiatives. The operation plan must be achievable, understood and followed. Where a country may have some barriers to entry the team must establish processes to overcome the local issues. A detailed plan that addresses issues that may occur is absolutely necessary. Part of the plan is coordinating your deliverables with your sales and marketing team in order to insure the promises to the customer from the brand are achieved.