Assignment Details
Select a Fortune 500 international company in the service industry. Using your selected company as the basis for your research, prepare a paper that will:
Describe the main line of business of the company.
Name four of the countries in which the company operates.
Explain in detail the implementation of the 4Ps marketing mix concept by the company.
Describe any differences observed in the implementation of this concept, from one country to another.
Present your findings as a Word document of 4–5 pages that is formatted in APA style.
The following information is provided to help with your assignment:
There are some products and services that can enjoy global success. Global trade has significantly become more convenient for businesses because of improved transportation and communication opportunities. No doubt, technology makes buying and selling easier and faster.
Today, global trade is practical and profitable. The world is a big place and going global is often a good business strategy to expand a company’s brand. The decision to move a brand into the international marketplace takes in account the marketing environment as well as international trade laws, competition, global customers and distribution channels.
Whether a company remains domestic or national, or global knowing the customer remains paramount. Also, as more companies move toward globalization, companies need to consider the international aspects of a global marketing plan. Changes in technology can also significantly influence demand for a company’s product or service.
In addition, cultural aspects such as language, customs and social mores need to be evaluated as well as how results related to revenue and market share will be evaluated.
Companies need to consider:
Product positioning.
Global competitors.
Resources for productions and distribution.
Customer targets.
Distribution channels for the product online and in-store.
The decision to go global includes evaluating the uncontrollable variables related to the political, legal, social and economic environments.
Only a company’s product can be controlled, using the marketing mix—product, place, price and promotion. How a company brings the controllable and uncontrollable variables together help in making the marketing decision to go global.
Moving into a country includes various entry options such as exporting, licensing and franchising, contract manufacturing, joint ventures where local firms lend their country expertise.
Many international laws exist, especially related to importing and exporting goods. Depending on the country you are doing business with, complying with global, regional and local laws is important. Understanding trade barriers and tariffs are also important.
Finally, understanding how to communicate a specific message is another consideration when going global. Advertising messages may need to change based on the cultural values of the customers respective to the country. Marketers must also be aware of language differences, cultural, religious and social values may impact the type of message used in the marketing communications campaign.
Submit your assignment.
Submitting your assignment in APA format means, at a minimum, you will need the following:
Title page: Remember the running head and title in all capital letters.
Abstract: This is a summary of your paper, not an introduction. Begin writing in third-person voice.
Body: The body of your paper begins on the page following the title page and abstract page, and it must be double-spaced between paragraphs. The typeface should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics except as required for APA level headings and references. The deliverable length of the body of your paper for this assignment is 3–4 pages. In-text academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
Reference page: References that align with your in-text academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hang indention, italics, and upper- and lower-case usage as appropriate for the type of resource used. Remember, the reference page is not a bibliography, but it is a further listing of the abbreviated in-text citations used in the paper. Every referenced item must have a corresponding in-text citation.
