INTERNATIONAL MARKETING ANALYSIS: ASSIGNMENT INSTRUCTION

INSTRUCTIONS:

1. The assessment criteria are:

(a) Substance

(b) Originality of work

(d) Use of illustrations / examples, where appropriate

2. Independent research on the relevant topics is encouraged.

3. Higher marks would be given to students who demonstrate an in-depth analysis of the questions.

4. Candidates who simply regurgitate their answers from the course manual risk failing the assignment.

5. ‘Unusual’ similarities between individual assignments, suggesting plagiarism, may result in a fail grade.

6. The assignment should be about 2,500 words +10% (total).

7. Pages should be clearly numbered.

8. The format of the assignment should be as follows:

(a) Front cover (i.e. title page), stating the:

· Module name and code

· Student’s ID

· Class code

· Name of lecturer

· Submission date

(b) Contents page

(d) References

· Example:

., (1991). ‘.’ , , and (Eds.), . () : .

9. Retain a photocopy of your course assignment.

ASSIGNMENT QUESTION

Global markets are slowing becoming homogeneous, requiring companies to develop marketing programmes to serve consumers across national boundaries. With references to a major multi-national, discuss the impact of globalization on the international marketing strategies of organizations and the major forces that have led to growing globalization of markets.

-END OF ASSIGNMENT-

Hints of Assignment :

Planning :

GLOBALIZATION

1. Definition

2. Forces

i. Growing similarity of countries

ii. Falling tariff barriers

iii. Strategic role of technology

iv. Ability to produce and market globally

3. Outcome

Quote examples of MNCs’s global / international marketing strategies

Use appropriate examples to elaborate the forces. Not only limited to one MNC, choose suitable MNCs to describe different forces. Only one MNC may not be cover the forces above.

Example suggestion :

Apple Computer, 7-11, Louis Vutton, Nike, Adidas, Disney, Philips, Sony, Samsung, Nokia, Oxford University Press, Citibank, HSCB, Amazon, eBay, Universal Studio, Yahoo, Google, Starbucks Coffee, Gap, McDonald, Toyota, BMW, Honda, Mandarin Hotel, Tony Roma’s, Microsoft, Dell Computer, Nikon, JVC, Compaq, HP, Intel, AMD, Sheshido, Zara, Armani, Gucci, Standard Chartered Bank

Make use of key words such as

1. Product Standardisation

2. Product Modification

Useful information :

WTO

Information Technology Products (ITA) 1996

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