Globalization (10%): Country Snapshot

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ADM2320D

TEAM ASSIGNMENTS

Globalization (10%): Country snapshot

Due Nov 9th 9PM

REQUIRED:

In order to ensure that each student is up to date with current global business events and to learn more about specific foreign countries, you will be asked to use the Internet and global databases to investigate one assigned country (out of the OECD members, excluding the United States and Canada). Usage and how to access global databases at Telfer/ U Ottawa will be reviewed during the librarian session (Oct 4th). On that same day, a country will be assigned to each group. Each team will also conduct secondary research on a product category of their choice that is relevant to that country. The report should be organized to identify and address global issues that have short and long-term effects on the chosen product category.

ASPECTS TO BE EVALUATED

Your advice, marketing insights and key takeaways must be organized around many of the following global marketing and sales themes/principles:

• Marketing communications such as global branding and promotion

• Culture such as language, religion, values etc.
• Pricing and capturing value
• Distribution channels/market access/sales
• Alliances, partnerships and joint ventures
• Products and services such as global product development and innovation
• Segmentation, targeting and positioning
• Market entry/market expansion

1. 4 Points for “Marketing Advice”

You will not simply report facts and figures; rather you will offer marketing advice in the form of marketing insights. You will receive 1 point for every major insight/reason, including an explanation of why that is a solid takeaway.  There must be at least 4 different marketing principles or topics addressed, e.g., pricing, culture, distribution, packaging, branding, cultural positioning, promotion and market entry. No credit will be given for displaying facts, only for the connections you make! In other words, you need to provide useful marketing advice as if we were looking to enter or expand the market in this country.

1. 3 Points for the Top 3 Product categories (B2C) in that country.

Please identify the top 3 product opportunities for that country and provide the “why” (identify the databases and information sources used). The key here is to identify opportunities for market entry or market expansion. One point will be assigned for each well defined opportunity. The products must be tangible products only (not services, retailers or infrastructure).

1. 3 Points for 2 Case Histories

Your presentation should contain an example of a success story of a company who is doing well in that country and an example of a company who failed --- please provide reasons for success or failure. You should have two company case histories.