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Tutorial 3- Cultural and economic environment.pdf

  1. Tutorial 3- Cultural and economic environment Tutor: Sergio Pinzon
  2. Agenda • Presentation • Small discussion • Homework
  3. 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)
  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)
  5. 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)
  6. 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?
  7. 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
  8. Next week groups Group 5 (tutorial 1) Group 7 (tutorial 2)