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15042 Roll No.

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No. of Pages
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Total No. of Questions : 15

MBA (2012 & Onwards) (Sem.4)
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INTERNATIONAL MARKETING
Subject Code : MBA-907
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ID : [A2527]
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Time : 3 Hrs. Max. Marks : 60

m
15042 INSTRUCTION
15042 15042TO CANDIDATES
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1. SECTION-A contains SIX questions carrying FIVE marks each and students has
to attempt any FOUR questions.

o
.r c
2. SECTION-B consists of FOUR Subsections : Units-I, II, III & IV. Each Subsection
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contains T WO questions each carrying EIGHT15042 15042
marks and student has to15042
attempt 15042

any ONE question from each Subsection.

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3.
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marks.
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pe
SECTION-C is COMPULSORY and consists of ONE Case Study carrying EIGHT
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o m
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p a SECTION-A
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1. Discuss15042

r
the role of a subsidiary in international

e
market.
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15042
2.
15042
b
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Differentiate between joint venture and strategic alliance as entry strategies in
international market.

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3. What are major types of tariffs that nations use against imports?

4. What factors account for the unreliability of secondary data in foreign countries while
15042 15042

5.
conducting
15042 research? 15042 15042

b 15042 15042

Distinguish between obligatory and discretionary adaptation. Give example.

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15042 6.
15042 Explain15042
various types15042
of bill of lading.
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15042 15042 15042 15042 SECTION-B

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UNIT-I

15042
7.
15042
What are different modes
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of entry in international15042
15042
market? What15042
are relative advantages
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and disadvantages of each mode?
8. a) Why firms go for international marketing?
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b) What15042 15042
is the selection 15042
criteria followed 15042
for choosing 15042
foreign market? 15042 15042

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UNIT-II
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9. Write brief note on :

a) SAARC
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b) ASEAN

10. Explain what kind of political risks an international marketing firm faces in the
15042 15042 international
15042 political15042
environment? 15042
How can international
15042 firm safeguard
15042 its interest?
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UNIT-III

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11. Explain recent trends in Indias foreign trade? What steps need to be taken to boost our
exports?

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12. How are Indias exports financed? How far has the Export Credit Guarantee Corporation

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helped the exporters in obtaining finance?

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a .r c
UNIT IV

15042
13. a) What
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arguments favour
15042
a strategy of differentiated
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pricing in 15042

e
international markets?
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b
b) Under what circumstances dumping is useful to the people of the importing country?

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Explain.
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a p
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14. Discuss the concept of an international product life cycle. Critically examine all four
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rp
stages of an international product and the marketing strategy a firm should adopt at each
stage.
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b
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SECTION-C
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15042 15042
15. CASE 15042
STUDY 15042 15042 15042 15042 15042 15042

THE SAMSUNG GROUP

15042 15042 Samsung (www.samsung.com)
15042 15042 is one of the worlds
15042 15042biggest multinationals.
15042 Founded
15042 in 15042

1938 in south Korea, it is currently chaired by Kun-Hee Lee, who also acts as its CEO.
The group has 16 affiliated companies, each acting independently, covering electronics,
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engineering,
15042
hotels, communications
15042
and a host 15042
15042
of other activities.
15042
Samsung15042
also has 15042
academic and educational interests, including Samsung Human Resources and Samsung
Fashion Industries. It has 285 overseas operations in 67 countries, split into three core
businesses : electronics , finance and trade and services. Its essential financial details are
15042 15042 given in15042
Table. 1 15042 15042 15042 15042 15042 15042

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Figure 1997 2002

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Net sales 96.1 116.8
Total Assets 111.8 156.1
Total Liabilities 96.5 110.3
15042 15042 Stock
15042 holder equity
15042 15042 15.3 15042 45.8
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Net Income 0.29 8.9
Employees(000s) 175 267
15042 15042 Two of 15042its largest 15042
affiliated companies
15042 are 15042
Samsung corporation
15042 and 15042
Samsung 15042

electronics.

Samsung Corporation

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Founded in 1938 as Samsung trading, its main business is in trading, construction,

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housing development and the internet. It is one of Koreas leading overseas business and

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was designated by government as the first trading company (GTC) in 1975. In January
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2001 it15042
had a turnover15042 15042
of US$35 billion 15042
and in January 15042
2003 employed 15042
4105 worldwide. 15042

In 1996, Samsung Corporation merged with Samsung Engineering and construction and

15042 15042 After spinning

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off its15042
hypermarket 15042
stores in a joint m
added retailing to its existing business portfolio of trading and clothing manufacturing.

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venture with15042
15042 Tesco UK, it15042
now has 15042

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three major business groupings : trading, construction and housing development.

Korea

p a
With the advent of the internet, Samsung became the largest online shopping market in

r e
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b
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a p
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b
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(www.samsungmall.co.kr) and industry specific e-marketplaces for chemicals and

seafood products. It also operates an award winning online catalogue trading system,
15042 15042 market15042
intelligence system,
15042 for the export
15042 of industrial
15042 and commodity
15042 goods. 15042 15042

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Operating from 82 overseas offices, the trading group is involved in a wide range of
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business projects worldwide. The 15042 15042
companys main 15042
exports include 15042
semiconductors, 15042

plants, chemicals and textiles. Another part of the group exports energy, chemicals and
machinery. In addition to international trade, the division carries out project engineering,
15042 15042 organizing
15042 business, 15042
natural resources
15042 development
15042 and investment
15042 in privatization
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projects for developing countries as well as Promising start-ups.

The Construction Group carries out various construction, civil engineering, industrial
15042 15042 plant and land development
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as well as nuclear
15042 process plant
15042 construction. One of
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its most notable achievements was the construction of the worlds tallest building, the
PETRONAS Towers in Kuala Lumpur, Malaysia.

Samsung
15042Electronics

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Samsung Electronics has 54, 000 staff operating in 46 countries. Samsung Electronics

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and its affiliates manufacture a vast range of electrical and allied products including
15042 15042 television
15042and audio equipment,
15042 videos,
15042 CCTV, home 15042 appliances, phones, electrical
15042 15042 parts 15042

and components, next generation memory chips, color TV Picture tubes, glass bulbs as

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e
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well as developing computer systems. One of its many typical operating subsidiaries is

o
Samsung Electronics UK. Samsung entered the UK in 1984 and currently has its

p
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headquarters in surrey, a European customers service and distribution centre in Telford,
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a .r c
a research centre in Middlesex and a manufacturing facility in Wyngard, Samsung UK
has five product divisions : consumer electronics, telecoms, fax and printer, computer
15042 15042 peripherals

r p
15042 and notebook
15042 PC products.
15042It is the market
15042 leader in many

e
15042 products15042
computer monitors, fax machines and digital cellular phones. Samsungs affiliates are
including 15042

15042 15042 Samsungb

15042 Electronics
15042 emerged as
15042 p
independent companies but work together to produce Samsung products.

a
a global enterprise
15042 through projects with
15042 leading
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rp
overseas companies, along with technology transfer arrangements and joint investments.
Based on open management and the desire to bring the world together, Samsung

b
Electronics, together with overseas companies which are leading electronics world
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businesses in their own right, make 15042
products which15042 15042
will help people have rich15042
and more 15042

abundant lives. Some of the more recent strategic alliances include those outlined in
Table 2.
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The Samsung group 15042 15042
is a major world 15042
player, including 15042
in its portfolio many 15042
consumer 15042

and business-to-business products and services at the cutting edge of technology.

Case discussion questions

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a. Identify and describe what you think are the reasons for samsungs different market
entry strategies.
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b. Samsung have utilized numerous market entry modes in 15042 15042
their global expansion. 15042

Identify the product/market groupings under each entry mode and what you think are
the reasons for this.
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c. Identify, with reasons, what evolution is likely to take place in samsungs market
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entry strategies in15042
the future. 15042 15042 15042 15042 15042

Table 2 A Sample of Samsungs major strategies alliances

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Company Date Product

Infineon Germany, www. Feb.2003 Next generation semi-conductors for
15042 15042 Infineon.com
15042 15042 15042 smart phones
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Kent University Mar,2003 CD fundamental technology

Mastushida June,2003 DVD recorder

m
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Microsoft Nov, 2002 Pocket PC
Softbank Japan,
oNov,2002 IP set top box

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www.softbank.co.jp
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Bell Canada, www.bell.ca Nov,2002 Next generation wireless technology

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HP,www.hp.com
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pe
15042
T-mobile, www.t-mobile.com
Sept,2002
15042
Aug,2002
DDR DRAM
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o m
15042
Cellular phones
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Sony
Yahoo
p a Aug,2001
Mar,2001 .r c
Flash memory card (memory stick)
Internet solutions

r e
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b
Thales, www.thalesgroup.com Nov,1999 Defence industry

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a p
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b
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