Assignment Description:
Choose a local company aspiring to go global- you may choose the same brand as your midterm, or you may choose to start fresh and bring a new brand to a new marketplace.
1. Global Marketing Information Systems and Market Research {8 marks}
a. Discuss the roles of IT, MIS, and big data in the company's decision-making processes.
b. Describe the various sources of market information, including direct perception.
2. Segmentation, Targeting, and Positioning{12 marks}
a. Identify the variables that you used to segment the chosen marketplace and give an example of each.
b. Explain the criteria that you used to choose specific markets to target.
c. Explain your choice of selected target market strategy.
d. Explain your choice of the chosen positioning strategy.
3. Global Market-Entry Strategies: Licensing, Investment and Strategic Alliances and Importing, Exporting, and Sourcing{10 marks}
a. Select the most convenient entry mode for your brand into the new marketplace, define it and justify your choice.
b. Explain the chosen strategic moves to enter this particular marketplace with appropriate justification.
Project Learning Outcomes:
• The key concepts of globalisation and global marketing including critical evaluation and application of key tools
• The process of selecting, assessing and managing an international market portfolio
• Study the process and practice of market-entry planning and mode selection.
• Understand modern debates about the implications of globalisation
• Have an overall grasp of the international marketing process
• Show communication skills: through presentation of investigative work, debate, peer reviewTasks to be Covered:
• Demonstrate an ability to critically evaluate concepts of globalisation and global marketing
• Understand how to apply key tools and methodologies
• Develop teamwork through group development of project work
• Make presentations to the group which share learning experiences and explore communication and investigative approaches through debate and peer review.