Case Study Goals:
- Understand the role of governments when entering into new markets
- Apply cultural considerations in adapting a global brand to a local context
- Critically assess marketing implementation strategies.
- Identify potential country markets that match with a company's core competencies.
- Demonstrate critical thinking and effective writing skills consistent with a 400-level college course.
Case Study Objectives:
- Understand how a company's management orientation can direct their approach to foreign market entry
- Demonstrate understanding and application of the external environments affecting global marketing activities
- List, describe and apply the different modes of foreign market entry
- Analyze qualitative country and business facts and their implication on global marketing strategy
- Make and defend your country selection and business decisions
- Develop critical thinking skills by demonstrating ability to apply global marketing concepts to a particular situation
- Demonstrate college-level writing skills consistent with a 400-level course.
Please answer the following questions:
The two from the Case Study itself:
- What has made Conexia successful so far?
- How will the U.S market be different from what Conexia has seen in Argentina?
Additional questions to answer:
Based on the case narrative, identify two issues challenging Conexia's current operation and decision. What would you recommend to Conexia to solve those challenges?
For its next expansion project, what country and city would you recommend for Conexia? Be sure to explain your rationale in terms of why that country/city would be an attractive expansion strategy.
Study the case and list three strengths, weaknesses, opportunities and threats to Conexia entering the US market. Remember that in a SWOT analysis, strengths and weaknesses are internal. Opportunities and threats are external.
PREPARE your Case Study as follows:
Carefully read the case once for a review and then a second time for specific content information. Be sure to give special emphasis on the strengths, weaknesses, opportunities and threats for the organization. Be prepared to discuss the organization in terms of mode of entry, operational policies as well as extent of customization based on cultural considerations.
Thoroughly read the chapters in the weekly conferences and conduct additional outside research on country and business resources.
Review the following global marketing topics to ensure you understand the marketing principles and can demonstrate you can apply them in this case.
Be sure you understand all of the global marketing concepts covered in this case and review these concepts in the course modules if needed:
- Marketing environment
- Management orientations
- Foreign market entry
- Global branding principles
- Product development
- Branding
- Pricing
- Promotion
- Distribution
- SWOT analysis
Prepare thoughtful answers to the questions being asked!
There has been a lot written about this case, be careful that you don't automatically adopt other people's thinking; form your own answers based mostly on case facts and any other external research on cultural considerations. Remember, your case will be subject to review by turnitin prior to grading. Any submission with more than 15% similarity, excluding UMUC verbiage as provided in the questions, will be returned for rewrite and for late submission penalties.
This is a formal written assignment. That means all rules of grammar and composition apply.