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"what to do"
witiger.com/senecacollege/MRK460/MRK460-what-to-do.htm |
The most common report question is "how long does it have to be?"
The most common video question is "how many minutes does it have to be?"
"how long does it have to be?"
First, think about how many
marks for the Report - 20%
Think of how many are in
each group, Four or Five
If each person did 2 pages
the total amount of work would be 8-10 pages - which is not very much for
a project that is supposed to cover the entire course
Think of the content - for
example the 6Es, think of you being the person to do the Competitive Environment
- you would describe the direct main competitors - maybe make a list, maybe
make a chart showing what they do. Maybe include some screen captures of
the competition's project, advertising etc. so you could easily product
4 or 5 page on just that one "E".
Now careful look at the main
page describing the "Global Business and Marketing Plan Group Project"
at http://www.witiger.com/senecacollege/MRK460/MRK460-ASSIGNMENTSandPROJECTS.htm
And, keep in mind that, strictly speaking you are NOT doing an exact business and marketing plan for a totally new product - rather, you are talking about the product, or products of a medium to large size company in international business, in such a way, as to discuss most of the major topics in the course.
So, for example, after you
do the 6Es, (.witiger.com/internationalbusiness/6environments.htm)
you would discuss whether the company is doing Market Penetration or Market
Development (or a little of both),
And if they do some Market
Development are they going to have to do some Product development (like
change or adapt some of the 4Ps for the new market?
Globalization
is pretty complicated but there are many ways it effects a company - explain
how Globalization effects your company, and the industry in which it operates.
For example you would say
"our company is in the car assembly business and we have to buy parts from
all over the world - which gets you into things such as how the 4X Foreign
Exchange market effects the company. You can put this part under the heading
of the economic environment.
Sustainable Development is something that every company needs to deal with, partly because it can be very political and result in a lot of rules and regulations - which relates to the Political Legal Regulatory environment.
Cultural
Environment effects int'l business in many ways. You would probably
spend 2 maybe 3 pages discussing this.
witiger.com/internationalbusiness/culturalconsiderations.htm
Viral marketing would be
part of "Promotion" which is one of the 4 Ps
witiger.com/ecommerce/viralmarketing.htm
Many medium and large size
companies use viral marketing to spread their brand around the world
The person in your group
who does viral marketing might include some screen captures along with
the words describing what the message is.
And, when you do the
video, you might include 20-30 seconds of one of their best viral videos
Ethics - there are probably
many ethical things you could talk about regarding your company, just pick
2 pr 3, or 1 really good one to explain what happened and how did the company
respond.
witiger.com/internationalbusiness/ethics.htm
Approaches to Corporate Social
Responsibility
When you discuss the company's
response, discuss it in terms of
Obstructionist Stance
Defensive Stance
Accommodative Stance
Proactive Stance
you may also find something
about
the Corporate Social Responsibility
to Stakeholders
Contingency planning
you would NOT be required
to write out a Contingency Plan - that would be too difficult. But you
could comment on some risky situations the company is involved in discuss
what those risk are, and recommend they have a contingency plans to deal
with any potential problems
Like a food company that
would be effected to bad weather which effects food growing
or a IT at risk because
some IT company copies their product or develops a new competing Operating
System
The company you pick would
not only be selling product to customers, but also to businesses, and government
You should find out what
they do for B2B and B2G
government influence on international
business
witiger.com/internationalbusiness/governmentinfluenceontrade.htm
you don't have to discuss
all these points, but you should cover the basics - like tariffs and subsidies
Physical Geographic
Environment and Weather Extremes
witiger.com/internationalbusiness/geographicenvironment.htm
weather effects production
(food growing), transportation - shipping stuff to customers, consumers
- people being able to go to buy the products
FDI does your company have
any FDI situations overseas?
witiger.com/internationalbusiness/FDIconcepts.htm
NGOs how is your company effected by some of the large NGOs and NPOs
WTO witiger.com/internationalbusiness/wto.htm
IMF witiger.com/internationalbusiness/IMF.htm
World Bank witiger.com/internationalbusiness/worldbank.htm
Collaborative relationships
witiger.com/internationalbusiness/collaborativerelationships.htm
probably there are several types (joint ventures, licensing etc.) of relationships your company is involved in - describe 3 or 4
Outsourcing and Offshoring
This section could easily
be 3 or 4 pages - including screen captures, maps, charts
witiger.com/ecommerce/ThirdPartyRisksOutsourcing.htm
TQM
witiger.com/internationalbusiness/TQM.htm
JIT
witiger.com/internationalbusiness/JIT.htm
Now, keep in mind, every
report will be slightly different, some may have a lot about the technological
environment because you picked a dot.com company like Amazon - others may
have a lot to discuss regarding the competitive environment.