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INTERNATIONAL MARKETING MANAGEMENT
Case-1 : The use of the marketing mix in product launch
Answer the following questions:
1. Describe what is meant by a business being ‘consumer led’.
2. What are the key parts of the marketing mix? Explain how each works with the others.
3. Explain why the balance of the marketing mix is as important as any single element.
4. Analyse the marketing mix for NIVEA VISAGE Young. What are its strongest points? Explain why you think this is so.
Case-2 : SWOT analysis in action at Škoda
1. What was the key weakness that Škoda was able to identify?
2. What strength did Škoda use to turn its brand weakness into an opportunity?
3. How has Škoda strategically addressed external threats?
4. What in your view are the important benefits of using a SWOT analysis
Case-3 : Marketing strategy for growth
1. What is the difference between primary and secondary research? Identify one example of primary and secondary research carried out by Wilkinson.
2. Explain why Wilkinson needed a marketing strategy to help them to grow.
3. Evaluate the benefits of the marketing campaign to Wilkinson.
4. Analyze how effective the marketing campaign was in helping Wilkinson respond to competitive pressures.
Case-4 : Extending the product life cycle
1. Using current products familiar to you, draw and label a product life cycle diagram, showing which stage each product is at.
2. Suggest appropriate aims and objectives for a small, medium and large business.
3. Consider the decision taken by Kellogg to opt for product development. Suggest a way in which it could have diversified instead. Justify your answer.
INTERNATIONAL MARKETING
1. How does a company decide whether it should enter international markets or not? Is it always beneficial to enter foreign markets? Can companies shun international markets and still survive?
2. What are the most critical factors that determine success in global markets? Explain those taking suitable examples.
3. Take a stand on the following:
A company should serve different country markets with standard offerings
OR
A company should serve different country markets with customized offerings Justify your stand.
Also advice how the company could take a decision on the above stated issue.
4. Discuss on the distribution structure that is used in a foreign market and indicate how does a company decide such a distribution structure?
5. “To gain competitive advantage, a global company has to leverage its competencies from all the locations where it has operations”. Critically analyze this statement
6. Elaborate on the Marketing Mix decision with regard to an international Market. Substantiate your views by appropriate examples.
7. Briefly explain the term Global Brand? How does a brand attain the status of Global brand? Explain with suitable examples.
International Business
1. (a) What are the dimensions of international business?
(b) Discuss the factors that have led to the globalization of business.
2. Explain any two of the following:
(a) Factors on which ownership strategy depends in the context of international business.
(b) Barriers to overcoming organizational biases in the context of managing a multi-focal strategy.
(c) What are the different mechanisms adopted for coordinating subsidiaries by different MNEs? What is the need for flexibility?
3. (a) Explain the different Approaches to control in multi-national enterprises.
(b) It has been said that MNCs often introduce new efficiency oriented management practices. What can developing host country learn from the MNCs in this respect?
4. (a) What factors influence hybrid/mixed strategies involving partial rationalization of production and marketing facilities and partial local manufacturing?
(b) Briefly explain the stages in cross-cultural negotiation process.
5. Explain the following:
(a) MNEs and New International Economic Order
(b) Dynamics of regional trade groupings
(c) WTO and the promotion and regulation of world trade
International Business
1. How could William H. Pickney acculturate himself in India?
2. What lessons can Pinckney convey to similar other expatriates?
- Where does the joint venture meet the needs of both the partners? Where does it fall short?
- Why had ABB-PBS failed to realize its technology leadership?
- What lessons one can draw from this incident for better management of technology transfers?
1. Why has the late corner’s strategy’ of Toyota failed in China, though it succeeded
in India?
2. Why has Toyota failed to capture the Chinese market? Why is it trailing behind
its rivals
1) Is gross domestic product per capita a useful indicator of international
competitiveness in the EU?
2) Is it fair to point the blame for the EU’s poor international competitiveness at
inflexible labor markets, regulated goods and services markets, and a general ]
lack of competition? What alternative explanations might be suggested? What
appears to be the problem with the EU’s banking sector?
3) Is the number of patents registered a useful indicator of superior international
competitiveness? Why do you think the USA does well in this area?
4) Should the EU consider more targeted intervention in the form of subsidies or
strategic trade policy?
1. What lessons can other MNCs learn from the experience of McDonald’s?
2. Aware of the food habits of Indians, why did McDonald’s err in mixing beef extract
in the oil used for fries?
3. How far has McDonald’s succeeded in strategizing and meeting local cultures and
needs?
International Business
1.} Select an MNC and an Indian firm. Compare and contrast the strategies they formulate, they
implement and the successes or failures they have come across.
2.} Select one MNC and one domestic firm. Study their organization structures. What similarities and dissimilarities do you notice between the two?
3.] Place yourself as the financial officer of a company based in Delhi. Your company wants to set up operations in Dubai but lacks adequate finance to do so. You have several options before you for raising the necessary finance. List the advantages and disadvantages of each option and suggest which options you finally choose.
4.} Study the export procedure followed in old economy firms and compare the procedure with the one followed in software firms in BPO industry.
5.} If you are asked to go on a foreign assignment and are given options of different countries, which country do you prefer and why?
6.} Study why SAARC countries have not been able to make any progress towards economic integration.
7.} Identity at least five Indian companies which are supposed to be ethical in their deals. Collect their balance sheets for a period of ten years. Study their profitability over the decade. See whether the statement that “most successful companies are also ethical firms” is true or false.
8.} Select a neighboring country and study what type of political and legal environments exist there. Study also the impact of these environmental factors on business in that country.
International Business
1) Was Global Bank, Pune Branch correct in its argument, as the credit issuing bank?
2) Was the stand taken by The American Bank, New York correct, as the negotiating bank?
3) Elaborate the deficiency of service on the part of the bank, pointed out by the National consumer redressed forum, in the light of the uniform rules for collection ICC publication No.522.
4) Advise the firm about the precautions they should have taken to avoid such a colossal business loss.
5) Discuss the remedial measures the bank in India should take to avoid such damaging judgments by the consumer forums.
6) Elaborate the Supreme Court judgment in the context of the international banking rules and practices, as guided by the ICC publications.
7) Why has the late corner’s strategy’ of Toyota failed in China, though it succeeded in India?
8) Why has Toyota failed to capture the Chinese market? Why is it trailing behind its rivals?
1) Is gross domestic product per capita a useful indicator of international competitiveness in the EU?
2) Is it fair to point the blame for the EU’s poor international competitiveness at inflexible
labor markets, regulated goods and services markets, and a general lack of competition? What alternative explanations might be suggested? What appears to be the problem with the EU’s banking sector?
3) Is the number of patents registered a useful indicator of superior international
competitiveness? Why do you think the USA does well in this area?
4) Should the EU consider more targeted intervention in the form of subsidies or strategic
trade policy?
1. What lessons can other MNCs learn from the experience of McDonald’s?
2. Aware of the food habits of Indians, why did McDonald’s err in mixing beef extract in the oil used for fries?
3. How far has McDonald’s succeeded in strategizing and meeting local cultures and needs?
WE PROVIDE CASE STUDY ANSWERS, ASSIGNMENT SOLUTIONS, PROJECT REPORTS AND THESIS
ARAVIND - 09901366442 – 09902787224
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