undertake a term project on global marketing as presented below.
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
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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