MKT7005 Strategic Global Marketing Assignment 2 (Writ1-40%)

Assignment Hand-Out Date : 11th March 2020

Report Hand-In Date : 30th April 2020

1. Individual Written Assignment (40%):

You are required to study a multi-national corporation (MNC), dealing in either two-wheelers or home
appliances, which has attempted to set up operations in a foreign country in the last five (5) years,
and has either succeeded or failed. Your study must analyse the challenges faced by the MNC in the
host country and the strategic marketing initiatives taken/mistakes made by it while setting up the
operations in the host country.

Based on your research and analysis of the marketing strategies of the MNC, you are required
to submit a report of 2,400 words (approximately) which consists of the following:
a) Critical examination of the market entry strategy of the MNC in the host country.
20 marks

b) Critical analyses of the various challenges that the MNC faced while setting up its operations.
35 marks

c) Critical assessment of the marketing mix used to reinforce the organisation’s position in the
host country. 35 marks

d) Conclusion. 10 marks

Students should use management concepts and frameworks and support their analysis with data and
references.

A range of different Academic sources should be cited (e.g. textbooks or business reports/websites
but not lecture presentation material or general websites). All material, including charts, diagrams and
statistics should be referenced using the Harvard System.

Deliverables and submission:

Students should submit to the Programme in Charge (Universal Business School) Office by the due
date:
 One softcopy of his / her report, One Soft Copy of the Report to be uploaded for TurnItIn
check.
 All Reports must have the Harvard Referencing and Source Identification