Cultural environment

1. Tutorial 2- Introduction and Cultural environment
Tutor: Sergio Pinzon

2. Agenda
• Introduction questions
• Cruise shipbuilding
• Cultural environment questions
• The treatment of Chinese workers
• Presentation
• Homework

3. Think pair and share
• Questions for discussion
• Join another pair and answer the assigned questions (7 groups)
• Group 1 & 2, Group 3 & 4, Group 5 & 6, Group 7 & 8, Group 9 & 10,
Group 11 & 12, Group 13 & 14
• Critical analysis questions- Form 3 groups and answer
• Join two pairs and answer the assigned questions (3 groups)
A. Group 1,2,3 &4 ; Group 5, 6,7 & 8; Group 9,10, 11 &12
• Cruise Shipbuilding: Europe and Asia
• Open discussion

4. Questions for Discussion
1- What factors do companies have to consider when entering the international market?
2- Describe some opportunities and challenges in international marketing created by new advances in information
technology
3-What effect has the Brexit process had on the UK’s position in the international market?
4-What is the danger in oversimplifying the globalisation approach? Would you agree with the statement, ‘If
something is working in a big way in one market, you better assume it will work in all markets?
5-When do companies have to standardise their products? What factors influence product standardisation?
6- Discuss the notion of ‘bigger is better’. Should companies always try to grow their market presence and look for
opportunities to acquire or merge with other companies?

5. Critical Analysis Questions (Homework)
1- Pick one large multinational company (for example, McDonald’s) and assess the degree to which they ‘think global, act local’. This task can be
undertaken by comparing how the company’s products differ in various countries and identifying the degree of localisation (Group 1,2 3 & 4)
2- International marketing is all around us, even if we are not aware of it. Back in 2007, an American woman, Sara Bongiorni, brought out a book
entitled A Year Without ‘Made in China’: One Family’s True Life Adventure in the Global Economy, describing how her family tried to live a year
without buying anything made in China. Let’s do a mini version of that. Keep a diary for perhaps a week or so (you might want to continue it through
your international marketing course) noting what you buy and consume that is internationally marketed. Try to identify the country of production,
but also, as appropriate, the country of the brand (Group 5,6, 7 & 8)
3- Choose one large multinational company in the luxury market (for example, Louis Vuitton) and discuss the challenges and opportunities of
entering an emerging market – for example, Brazil. A SWOT analysis (strengths, weaknesses, opportunities, threats) can be used for this task.
(Group 9,10, 11 &12)

6. Jamboard
• Tutorial 1-
https://jamboard.google.com/d/1
M0xy8_Rntk2GzUK8olDVnK9o1aZ
GSmcvyoK0NWUJqqM/edit?usp=s
haring
• Tutorial 2-
https://jamboard.google.com/d/10
ZvZV64p8q84r2Tgi01K0MFmEcltW
wmYVZLgTLiSotU/edit?usp=sharin
g

7. REMINDER TO GROUP
Group 3 will present your case study next week