global marketing

undertake a term project on global marketing as presented below.

 

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SUMMARY DESCRIPTION OF THE TERM PROJECT

Major elements of the term project reports are as follows:

• Choose a company or any other organization that markets a product or

service. Indicate the basic industry in which the organization operates.

• Identify the product or service and two other elements of the company’s

marketing mix (See below for a definition of marketing mix)

• Describe a) How this company/organization competes in the industry within a national or regional market outside the United States or outside the original home market of the company/organization and

b) Who are the competitors within the national, regional or global marketplace

• Contrast clearly the marketing strategy used by the company in its home market versus one or more of its markets outside the home market.

A marketing mix, from your introductory marketing course or its equivalent, involves the following mix of marketing elements:

o Product or service offered to customers in different markets

o Promotion strategies used in communicating with customers or target

audience

o Placement/Distribution refers to the process by which the company

makes its products/services available to its customers

o Pricing approaches the company uses to market its product or service

 

Conclusion of Project: Papers should conclude with recommendations to the company’s Senior Marketing Executive of your chosen company.

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