Discussion Questions

This is a 2 part question.

Part 1 the following questions need to be answered as they would pertain to a restaurant chain.

1. Consider your course project and your Global Marketing Plan you began to work on in Unit One. What challenges and opportunities might you face in the international marketing research process?

2. What sort of scanning tools and procedures would you implement for your international business?

3. If you collect primary data for your Global Marketing Plan, what sort of tools and methods would you use? Explain your answer.

4. Would you collect qualitative or quantitative data or both? How would you eliminate cultural bias?

5. Are there any privacy laws and regulations that should be observed?

Part 2

1. Each year, in the month of August, Business Week magazine features the top ranked global brands for the year. (Your book contains a table of top brands, but this information is not current!) Locate the most recent listing of top global brands. Select one brand from the "top 100" that interests you.

2. Briefly describe the brand/company that you selected and explain why this brand interests you.

3. What are some of the reasons for the success of this brand?

4. Has the brand moved up or down in rankings since our book was published? What factors have contributed to this upward or downward transfer in position?

5. How might local brands compete with this global brand? What suggestions could you offer?

6. Consider your own project for your IMP. Will you be competing with a global or local brand? How will you use branding to promote your product in your country of choice? How will you build brand recognition and equity?