Global Marketing

1.
Critically assess the advantages and disadvantages of the globalisation of supermarkets (FMCG) to the consumer, suppliers and other stakeholders.

Outline the factors that have caused the globalisation of this market. Lastly, critically discuss factors that may limit the globalization of this

market.

2.
Global price standardisation is both desirable and easily achievable. To what extent do you agree or disagree with this statement. Outline factors

that influence price when marketing to different countries/markets. Illustrate your answer using Apples’ iPhone as an example.

3.
You have recently joined the marketing team of the fashion retailer H&M. Its aim is become a leading brand in the Middle East (particularly Dubai).
You are asked to discuss the nature and benefits of a standardised global communications strategy against a more country by country based strategy

for the Company with the objective to secure future revenues in the Middle East region.

4.
‘KFC’ is an American fast food company which provides a range of fried chicken pieces, wraps and meals. The company is about to enter the Japanese

market for the first time. The Managing Director has recently said in the US national press “The Japanese will love our food and enjoy sharing in the

American Dream”.
You are a new recruit to the marketing team at KFC and have been asked to prepare notes for a presentation on the importance and impact of culture on

their proposed expansion to Japan and the likely impact on revenues.

global marketing

Paper details:

Each group should submit a final report of a maximum length of 2500 words. The report should critically analyse and evaluate the marketing approach of your chosen brand and critically assess the competitiveness and effectiveness of the marketing strategies employed in each country. To do so, you will need to conduct a comparative analysis and evaluation of the strategies employed in the UK versus those in your selected foreign country.
The report should consist of all of the following sections:
Executive summary (5%)
Table of Contents
1. Introduction (5%)
2. Main body

Form I – Module Study Guide template – Sept 2015 Page 16 of 32
Section 2.1 : The Global Environment (25%)
? Industry global trends ? Background of chosen brand and the role of branding in chosen industry ? Brand’s global competitors ? Global market segmentation of the brand including consumer behaviour
Section 2.2 : The Total Global Marketing Effort (25%)
? Brand product(s) in the UK and in foreign country ? Brand pricing strategies in the UK and in foreign country ? Brand promotion strategies in the UK and in foreign country (advertising, special promotions etc…)
This section should focus on analysing the differences identified
Section 2.3: Competitiveness and Sustainability (15%)
? Overall evaluation of the brand’s competitive advantage and sustainability of the brand’s global marketing strategies – this relates to the ability of the brand to continue to operate and expand
3. Conclusion (5%)
4. Recommendations on the brand development in the future (10%)
Bibliography (5%)
? Harvard convention (minimum 20 sources)
Appendices (5%)
Only include information that relates and is referred to in the report
Important information
? This assignment must be in report format ? Include numbered sections and subsections ? Ensure you complete all sections in the report ? Number your pages ? Please remember this is a Level 6 assignment and therefore the report should comprise of at least 20 sources throughout (company and academic literature, books, peer reviewed journal articles, professional journals and magazines) ? Include word count (word count does not include the executive summary or the bibliography)

global marketing

Paper details:

Each group should submit a final report of a maximum length of 2500 words. The report should critically analyse and evaluate the marketing approach of your chosen brand and critically assess the competitiveness and effectiveness of the marketing strategies employed in each country. To do so, you will need to conduct a comparative analysis and evaluation of the strategies employed in the UK versus those in your selected foreign country.
The report should consist of all of the following sections:
Executive summary (5%)
Table of Contents
1. Introduction (5%)
2. Main body

Form I – Module Study Guide template – Sept 2015 Page 16 of 32
Section 2.1 : The Global Environment (25%)
? Industry global trends ? Background of chosen brand and the role of branding in chosen industry ? Brand’s global competitors ? Global market segmentation of the brand including consumer behaviour
Section 2.2 : The Total Global Marketing Effort (25%)
? Brand product(s) in the UK and in foreign country ? Brand pricing strategies in the UK and in foreign country ? Brand promotion strategies in the UK and in foreign country (advertising, special promotions etc…)
This section should focus on analysing the differences identified
Section 2.3: Competitiveness and Sustainability (15%)
? Overall evaluation of the brand’s competitive advantage and sustainability of the brand’s global marketing strategies – this relates to the ability of the brand to continue to operate and expand
3. Conclusion (5%)
4. Recommendations on the brand development in the future (10%)
Bibliography (5%)
? Harvard convention (minimum 20 sources)
Appendices (5%)
Only include information that relates and is referred to in the report
Important information
? This assignment must be in report format ? Include numbered sections and subsections ? Ensure you complete all sections in the report ? Number your pages ? Please remember this is a Level 6 assignment and therefore the report should comprise of at least 20 sources throughout (company and academic literature, books, peer reviewed journal articles, professional journals and magazines) ? Include word count (word count does not include the executive summary or the bibliography)