Assignment 2: Calibrate Global M-Channel Composition

Global marketing managers, in creating the global marketing channel, must combine domestic home country intermediaries with foreign host country channel members. You will design a marketing channel in this assignment.

Select a domestic home country company and physical product brand from Business Week’s “Best Global Brands” issue.

Choose a foreign host country target market from a global country data directory source.

Identify specific global marketing channel functions required to distribute the selected product from the domestic company location to a home country trade port to be shipped to the chosen foreign country.

Identify the specific global marketing channel functions required to distribute the selected product from the foreign country entry port to a designated retail outlet for target market customers.

Categorize the primary global marketing channel functions performed in the domestic home country and foreign host country markets, and present them in a table.

Search for and specify actual companies or government entities that would perform distribution functions in domestic and foreign country markets. Describe the type of company if information about a real company is unavailable.

Write a brief comment on the importance of categorizing distribution functions for calibrating the composition of global marketing channel members.