; Descriptions of Assignments-- Spring 08
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Descriptions of Assignments-- Spring 08

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									                     Description of Assignments
                                   Project Description

                                        Project Type I

This project option requires the development of a marketing plan/proposal to enter a country where
the company does not currently have either a legal or an operational presence. If you choose this
project option, you are expected to develop an international/global marketing plan/proposal for a
wine (or another product to be collectively determined by the class) company for entering the
market of China (or India or another country collectively selected by the class).

In order to develop this global marketing plan/proposal, you will need to first perform a situation
assessment. This assessment requires you to obtain information from various sources as well as to
perform a number of analyses needed for formulating strategies. Strategies and an operational
program for this international marketing venture should then be developed based on the result of
this assessment.

A report should be submitted at the end of the term (June 9th). This report should include the
following elements:
       (1). Project Description and Objectives:
               (a). Project description (e.g., company information, project background).
               (b). Project objectives (and company/organization purposes – if applicable)
       (2). Situation and Market Assessment:
               [(a). Country selection – if applicable]
               (b). External assessment:
                    (i). Identification of key macro-environmental factors that could influence the
                          company’s/organization’s business strategies/operations for this particular
                          business venture in the selected foreign country.
                    (ii). Assessment of the market/industry (i.e., market definition, supply and
                          competition, customer and demand) in the selected foreign country.
               (c). (Company) Internal assessment.
               (d). SWOT, competitive analysis, entry assessment, in-country (or cross-country)
                    market segmentation/analysis and other relevant analyses.
       (3) Marketing Strategies:
               (a). Generic global marketing strategies (i.e., targeting, entry/presence competitive
                    and positioning strategies)
               (b). Marketing mix decisions
                    (i). Product decisions
                    (ii). Pricing decisions
                    (iii). Distribution decisions
                    (iv). Promotion decisions
       (4) Implementation Program:
               (a). Program management decisions (e.g., organizational structure, team/staffing,
                    systems/processes/tasks, controls)
               (b). Projections and resource assessment (i.e., financial projections, estimated
                    budget and requirements of other resources, funding sources/approaches and
                    other applicable financial considerations)
               (c). Project timeline/task-map.
               (d). Other operational decisions – if applicable.
       (5). Appendix
              (a). Information sources
              (b). Details and technical information (e.g., relevant financial
                   statements/documents, product/service descriptions/specs/quotes, export/import
                   documents, key personnel, laws and regulations and other relevant home/host
                   country information, program details, company information)

.


                                       Project Type II

This project option involves evaluating an existing global marketing plan/program and making
strategic recommendations. If you choose this option, you are expected to evaluate the current
international/global marketing strategies/program of a (foreign) wine (or the product collectively
determined by the class) company of your choice in the market of the selected target country where
it has an operational/legal presence. Based on the evaluation, each class member will then make
strategic recommendations for improving this company’s marketing effort in this country/region.

In order to do the strategy/program evaluation, each class member will need to perform a situation
assessment which will require researching and analyzing external and internal information from
various (secondary) sources. You will need to further examine the marketing strategies/program
currently adopted by the company for the selected foreign market/country. Finally,
recommendations for improving the company’s marketing performance in the selected
country/region will need to be made based on your analyses and evaluation.

A written report (along with an e-copy) is to be submitted at the end of the term (June 9th). This
report should include the following elements:
        (1). Market and Situation Assessment:
                (a). External Assessment:
                     (i). Macro-environmental Scan
                          (Identification of the key macro-environmental factors that could influence
                          the company’s marketing strategies/operations in the selected foreign
                          country/region)
                     (ii). Assessment of the (product-)market/industry
                          (Assessment of supply and competition as well as demand and consumer of
                          the product-market/industry in the selected foreign country/region)
                (b). Internal Assessment
                     (Assessment of the company’s current performance/status,
                     capacities/capabilities, limitations and constraints, strengths and weaknesses,
                     competitive advantages/disadvantages, etc.)
                (c). Market Analyses
                     (e.g., SWOT, competitive analysis, entry/presence assessment, marketing
                     condition/potential/attractiveness assessment, in-country/cross-country market
                     segmentation/analysis and other relevant analyses)
        (2). Strategy/Program Evaluation (i.e., evaluation of company’s current
             international marketing strategies and program in the target country/region)
                (a). Evaluation of Generic Global/International Marketing Strategies
                     (Description and evaluation of the company’s current form of market presence,
                     the company’s current target market/segment, and the company’s
                     positioning/generic competitive strategy)
                (b). Evaluation of Marketing Program:
                     (Description and evaluation of the company’s current marketing mix.)
             (i). Product mix
             (ii). Pricing mix
             (iii). Distribution mix
             (iv). Promotion mix
        (c). Evaluation of Key Elements of the Implementation Program
             (e.g., the company’s current global/foreign marketing organization, controls,
             resource deployment)
(3). Recommendations:
        (a). Recommendations on Generic Global Marketing Strategies
             (Recommended targeting, positioning and competitive strategies)
        (b). Recommendations on Marketing Mix Decisions
             (i). Product mix modifications
             (ii). Pricing mix modifications
             (iii). Distribution mix modifications
             (iv). Promotion mix modifications
        (c) Recommendations on Implementation Program:
             (Recommended modifications - if applicable- on program management
             decisions such as: organizational deign, controls and resource allocations)
        (d). Impact Projection:
             (Projected outcomes and resource requirements for the recommended
             international marketing strategies and program)
 (4). Other Information:
        (a). Information Sources
        (b). Other project/company/market/country/region/technical technical information
             deemed relevant/necessary
                        Description of Workshops/Exercises

These workshops are designed to share expertise/effort for helping each other not only prepare for
different parts of the project (and reference handbook) but also learn different components of
global marketing planning/management. There are six different workshops/exercises scheduled
tentatively. The number and schedule of the workshops/exercises may be subject to change based
on the need and progress of the class.


Workshop/Exercise 1: Macro-environmental Scan

Purpose:

This exercise involves building checklists for assessing the macro-environmental forces. These
checklists can provide a framework for systematic and comprehensive evaluation of the potential
impacts of various macro-environmental factors on an international/global marketing venture.
Tasks:

Instead of preparing checklists for all four sets of macro-environmental forces, each class member
will only need to prepare two checklists: one for the economic and technological forces and one for
the political and legal forces. These two checklists should be prepared in PowerPoint format and
delivered to the instructor at the beginning of the corresponding class meeting. During the
workshop, each checklist will be discussed.

Expected Outcome:

The outcome of this workshop will be checklists that can be used for the Macro-environmental
Scan as part of the external assessment for the project (as well as a beginning draft for the
checklists to be included in the reference handbook – if this the chosen option by the class).


Workshop/Exercise 2: Global Market Analysis

Purpose:

This exercise involves learning about global/foreign market analysis. To plan global marketing
strategies, there are a number of market variables that need to be assessed/analyzed. The focus of
this exercise is to identify the content of target market assessment for a global/international
marketing project.

Tasks:

Each class member is responsible for developing a list of market variables/items that need to be
assessed for analyzing the targeted global/foreign market. This list (in PowerPoint format) needs
to be prepared by each class member and delivered to the instructor at the beginning of the
corresponding class meeting.

Expected Outcome:
The outcome of this workshop will be a list of market variables for assessing and analyzing the
targeted global/foreign market.
Workshops 3 - 7: Workshops for Evaluating/Formulating Global Marketing Strategies

Purpose:

These workshops are designed for learning about the global marketing strategies adopted by different
companies and/or for helping prepare strategic recommendations (or strategy formulation) for the
project.

Task:

Each class member will be responsible for presenting to the class one (or more) set of global
marketing strategies among the generic global marketing strategies and the four P’s currently used
(or proposed to be used) by the company for the class member’s project.

The presentation for the first presenting group should include: (a) a summary of the market and
situation assessment and analyses, and (b) details of the company’s current/proposed generic
marketing strategies in the selected foreign country. [for Workshop 3]
The presentation for the second presenting group should include: (a) any necessary addition to the
first group’s market and situation assessment, (b) a summary of the (relevant) current/proposed
generic marketing strategies of the company, and (c) details of the company’s current/proposed
product mix in the selected foreign country. [for Workshop 4]

The presentation for the third presenting group should include: (a) any necessary addition to the
previous groups’ market and situation assessment, (b) a summary of the (relevant) current/proposed
generic marketing strategies as well as the product mix of the company, and (c) details of the
company’s current/proposed pricing mix and distribution mix in the selected foreign country. [for
Workshop 5]

The presentation for the third presenting group should include: (a) any necessary addition to the
previous groups’ market and situation assessment, (b) a summary of the (relevant) current/proposed
generic marketing strategies, the product mix and the pricing mix of the company, and (c) details of
the company’s current/proposed distribution mix in the selected foreign country. [for Workshop 6]

The presentation for the fourth presenting group should include: (a) any necessary addition to the
previous groups’ market and situation assessment, (b) a summary of the (relevant) current/proposed
generic marketing strategies as well as the product mix, the pricing mix and the distribution mix of
the company, and (c) details of the company’s current/proposed promotion mix in the selected
foreign country. [for Workshop 7]

Each presenting class member should contact the instructor to discuss the format of the presentation
at least one week before the presentation. Presentation outline/materials should be distributed to all
other members of the class as well as the instructor at least three days before the class. All members
of the class are to be prepared to discuss the strategies used by each of the companies presented. A
one-page recommendation (in terms of strategies and/or things to improve for the project) should be
prepared by each non-presenting member of the class for each of these workshops.

Expected Outcome:

The outcome of these workshops, in addition to the learning via sharing, will be suggestions that can
be used to make strategic recommendations (or to formulate strategies/program) for the project.
Workshop/Exercise 8: Exporting (TBD)

This exercise involves discussing a series of short scenarios/cases. These short scenarios/cases
will be distributed to the class members one week before the workshop. Each class member should
prepare the answers for the questions involved in these scenarios/cases. A short written summary
of the answers should be prepared and submitted by each member of the class.
        Description of Reference Handbook for Global Marketing

The reference handbook is designed to be a practical source of reference for planning global
marketing strategies and developing international marketing program and/or project. A typical
formal reference handbook of this nature may contain a large volume of contents and can be
constantly growing and evolving. However, if you choose to develop this handbook, given the
time we have, you are only expected to come up with a preliminary or beginning version of the
handbook by integrating the reading materials, class discussions and assignments, handouts and
things you researched/obtained yourself that you deem important to include (from your previous
classes, your workplace/experience, or other sources). Although some secondary research work
may be needed if the information is deemed necessary or desired, the bulk of the work for this
assignment is the integration and compilation of existing and readily available information in an
organized and meaningful manner. Hopefully, this preliminary version will provide you with a
good starting point for building a formal handbook or reference manual that can be useful for your
current or future global marketing or global marketing related tasks or career. The content of the
handbook should include the following:

Part I. References for Global Marketing Plan/Program
The first part of this handbook should contain information and references about the major strategic
and operational components of a global marketing plan, project or program. Specifically, Part I
should include:
        (a). the process(es), tasks and decisions for strategic and operational global marketing
             planning and program design,
        (b). factors affecting global marketing tasks/decisions, approaches/methods/processes for
             making various global marketing decisions, as well as analyses, techniques and tools
             needed for making these decisions,
        (c). types and sources of information needed for making global marketing decisions, and
        (d). other information relevant to planning and designing global marketing plan and
             program (e.g., sample documents, examples of analyses, references for the
             tools/techniques)

Part II. References for International Trade
International trade is an essential part of global marketing effort. It is a vast and complex area of
knowledge that is often technical in nature and is typically very detail-oriented. References are
frequently needed for understanding and practicing international trade even by professionals and
experts. Part II of the handbook is intended to be a systematic source of such reference.
Information to be considered for this part should include:
        (a) the process(es), relevant parties, tasks, decisions, methods and task- or decision-related
           considerations for international trade practices,
        (b) international trade documents and other tools needed for international trade practices,
        (c) types and sources of information needed for making international trade decisions and
           performing the tasks, and
        (d) export-related laws and regulations

[Part III. Structure/Content of Country Notebook -- Optional]

								
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