Global Business Today – The Hofstede Study

Assignment 1: Global Business Today – The Hofstede Study

Refer to Hofstede model in Chapter 4 of the textbook and the Global Business Today Interaction, and complete this assignment. Note: the Global Business Today Interaction can be found in the online course shell.

Write a three to four (3-4) page paper in which you:

  1. Create a problem statement for the client, Azure Sky Tea, based on the Hofstede model.
  2. Classify possible combinations of countries for location of the Azure Sky Tea’s offices based on the Hofstede model. Include a discussion of the home country’s (U.S.) relative position on the Hofstede scales as compared to other countries. Note: Utilize the Hofsetede module to include all parameters (i.e., individualism, uncertainty, power distance, masculinity) for the classification.
  3. Choose two (2) countries as potential locations for the Azure Sky Tea’s new international offices. Next, develop a set of specific recommendations for the company. In your recommendations:
    1. Include the preliminary data that you gathered in the previous question.
    2. Demonstrate the most important dimensions of the Hofstede model for Azure Sky Tea to consider as a U.S. company and for the industry that it represents.
    3. Predict the economic opportunities of your recommendations.
  4. Speculate on the main potential risks inherent in relocating to the countries that you are considering. Suggest at least two (2) approaches that the Azure Sky Tea leadership could leverage to mitigate the potential risks that you have identified.

Your assignment must follow these formatting requirements:

  • ·  Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • ·  Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

  • ·  Formulate, implement, and evaluate effective marketing strategies based on an analysis of global operating environments, market dynamics, and internal capabilities.
  • ·  Analyze the major economic, cultural, and political / legal aspects of the international business environment, including the economic dynamics of foreign trade, impact of regional and global trade integration, and key cultural dimensions affecting marketing operations.
  • ·  Assess the potential risks and benefits of various international markets and formulate effective market entry strategies to support foreign market expansion.
  • ·  Use technology and information resources to research issues in international marketing.
  • ·  Write clearly and concisely about international marketing using proper writing mechanics.

 

 

Assignment 2: Developing a Marketing Strategy for a Multinational Company

This assignment consists of two (2) sections: Expected Commercial Value Forcast and Marketing Strategy Research Paper. You must submit both sections as separate files for the completion of this assignment.

Imagine that you are a marketing manager in charge of developing a marketing campaign for Lenovo Computers (www.lenovo.com). Your company is currently selling products in fifty (50) different countries around the world. Lenovo just launched a new notebook. One (1) of the issues that you face is whether Lenovo should employ a multicountry strategy or a global strategy for the new notebook. Your job as a marketing manager requires you to first use an analytical tool to forecast Expected Commercial Value – Net Present Value (NPV) over the next ten (10) years.

Section 1: Expected Commercial Value Forcast

Development Costs
Launch and Marketing Costs
Forecasted Units Sold

1. Utilize the Expected Commercial Value Excel Calculator to estimate the potential commercial success of the new notebook. Note: The Expected Commercial Value Excel Calculator can be found in the online course shell.

 
Probability of Commercial Success 0.8
Probability of Technical Success 1
Unit Sales Price $400
Discount Rate 0.06
  1. Fill in the Cashflows section ( column FY 13 through FY 23) found in the MS Excel sheet to project an NPV of above $10,000,000.

 

 

Assuming the following parameters remain the same in the Excel calculator.

 

 

 

  1. Estimate the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment.

Section 2: Marketing Strategy Research Paper

2. Write a three to four (3-4) page paper in which you:

  1. Determine the key approaches that you will use in order to incorporate branding and co- branding opportunities. Devise your strategy for leveraging the current Lenovo brands with the new notebook product. Note: Incorporate the computed analytical data from the Expected Commercial Value Calculator to support your response.
  2. Propose your strategy for advertising the new notebook within other countries. Determine whether the content of the ads would be similar to the standardized ads geared toward other world markets or if they would be customized for a new country. Provide a rationale for the response.
  3. Select a country as a new market for the new notebook. Next, predict the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics). Note: Incorporate the computed analytical data from the Expected Commercial Value Calculator to support your response.
  4. Define the company’s main types of pricing strategies and target market objectives for the new notebook.

 

  1. Suggest the key methods that you would use to create unique distribution channels and logistics through the company’s existing global channel intermediaries. Predict the manner in which these distribution channels would create utility for current and potential customers.
  2. Decide whether you would employ a multicounty strategy or a global strategy for the new notebook. Provide a rationale to support your response.
  3. Use at least five (5) academic resources in this assignment. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

  • ·  Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • ·  Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

  • ·  Integrate the concepts of market segmentation, product development, and pricing policies into viable marketing strategy to fit a variety of international market environments.
  • ·  Construct product distribution channels and logistics to meet marketing objectives and fit a variety of global market environments.
  • ·  Analyze an integrated marketing communication (IMC) strategy to support global marketing operations.
  • ·  Use technology and information resources to research issues in international marketing.
  • ·  Write clearly and concisely about international marketing using proper writing mechanics.

Assignment 3: Entry Plan into International Market

This assignment will provide you with firsthand experience in developing a strategic marketing plan for entering a new international market. Choose a global company that you are familiar with for this paper. Note: Do not use a company from a previous assignments or discussions.

Use the Internet or Strayer Library to research the following components of the global company that you have chosen:

  • –  Company Profile (History & Analysis)
  • –  Product(s)
  • –  Financial Status
  • –  Market Position
  • –  Analysis of current global operating environments
  • –  Integrated marketing communication (IMC) Strategy
  • –  Strengths and Weaknesses Analysis
  • –  Sustainable Competitive Advantage(s) enjoyed by the firm
  • –  Sources of funds for the project
  • –  Pro-Forma Balance Sheet & Income Statement for five (5) years
  • –  Cash-Flow Statement

Note: You may also use the following resource for your research: § Financial profiles for global companies:

(http://news.morningstar.com/stockReturns/CapWtdIndustryReturns.html) Write an eight to ten (8-10) page paper in which you:

  1. Choose a country into which the company you selected may expand. Note: Ensure that the country you chose is currently not doing business with the selected company in any capacity (e.g., exporting, FDI, or contract manufacturing).
  2. Develop a brief profile of the country that you have chosen. The summary should include:
  3. Geographic and historical data regarding international business
  4. Political and legal environment for conducting international business
  5. Business customs and practices
  6. Economic environment
  7. Socio-economic analysis which should include the factors of concern (e.g., population characteristics, language, GDP, taxation, personal income, labor, industries, communication networks, imports / exports, and major trading partners’ countries).

Note: Refer the following resource to complete this criterion of the assignment: § A Basic Guide to Exporting Contents

(http://export.gov/basicguide/eg_main_017244.asp)
§ Business week’s Magazine covering Global Marketing

http://bx.businessweek.com/global-marketing/

  1. Ascertain the possibility and feasibility of financial, distribution, and marketing partnerships for the company within the chosen country. Your research should include:
  2. Market structure and analysis (e.g., channels- direct or indirect)

2. Currency considerations

  1. e-Commerce
  2. Impact of regional and global trade integration
  3. Potential volume of trade
  4. The marketing mix components
  5. Key cultural dimensions affecting marketing operations
  6. Analyze the key reasons why the entering the market in the country that you have chosen is justified. Include your research and analysis from Criteria 1 and 2 of this assignment to support the response.
  7. Determine at least three (3) potential risks of foreign market expansion into the country that you have chosen (e.g., language barriers, regulatory, taxation, expropriation, etc.). Suggest one (1) strategy to mitigate each risk that you have determined using weighted metrics with a baseline number(s).
  8. Determine at least three (3) potential benefits of foreign market expansion into the country that you have chosen. Suggest one (1) strategy to maximize each benefit that you have determined.
  9. Suggest at least two (2) ways in which you would adapt the operational strategies of your chosen company both to fit the changing dynamics of foreign markets and to foster a competitive advantage for the company.
  10. Use at least six (6) academic resources in this assignment. Note: Wikipedia and other similar Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

  • ·  Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • ·  Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

  • ·  Formulate, implement, and evaluate effective marketing strategies based on an analysis of global operating environments, market dynamics, and internal capabilities.
  • ·  Analyze the major economic, cultural, and political / legal aspects of the international business environment, including the economic dynamics of foreign trade, impact of regional and global trade integration, and key cultural dimensions affecting marketing operations.
  • ·  Assess the potential risks and benefits of various international markets and formulate effective market entry strategies to support foreign market expansion.
  • ·  Integrate global information systems in the use of market research.
  • ·  Integrate the concepts of market segmentation, product development, and pricing policies into

viable marketing strategy to fit a variety of international market environments.

  • ·  Construct product distribution channels and logistics to meet marketing objectives and fit a variety of global market environments.
  • ·  Analyze an integrated marketing communication (IMC) strategy to support global marketing operations.
  • ·  Integrate global e-Commerce into the marketing strategy.
  • ·  Evaluate and adapt corporate marketing strategies to fit the changing dynamics of foreign

markets and foster a competitive advantage.

  • ·  Use technology and information resources to research issues in international marketing.
  • ·  Write clearly and concisely about international marketing using proper writing mechanics.

 


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