Tutorial 3- Cultural and economic environment
Tutor: Sergio Pinzon

Agenda
• Presentation
• Small discussion
• Homework

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)

Critical Analysis
Questions (Homework)
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)

Critical Analysis Questions (Homework)
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)

Cruise Shipbuilding:
Europe and Asia
In a dynamic and globalised international
marketplace, what are the motivations
behind governments promoting
‘champions? How does this affect
Fincantieri’s strategic planning for its cruise
ship business from a marketing point of
view?

Homework: prepare for a debate
Given the following statements, some of you have to find reasons to agree and others to disagree:
a) If people are serious about doing business with you, they will speak English
b) Values in cultures are the biggest challenge for international markets.
c) We can learn about culture by reading and attending to factual materials Urbanization is a problem in developing
countries
d) In a country, the level of family income is a good indicator of market potential
e) Current consumer expenditure patterns in China are a business opportunity for Australia and New Zealand
f) The politics of your country affect your efforts in internationalisation
Agree groups- 1-6
Disagree groups- 7-12

Next week
groups
Group 5 (tutorial 1)
Group 7 (tutorial 2)