1. Critically assess the advantages and disadvantages of the globalisation of supermarkets (FMCG) to the consumer, suppliers and other stakeholders.
Outline the factors that have caused the globalisation of this market. Lastly, critically discuss factors that may limit the globalization of this market.
2. Global price standardisation is both desirable and easily achievable. To what extent do you agree or disagree with this statement. Outline factors that influence price when marketing to different countries/markets. Illustrate your answer using Apples’ iPhone as an example.
3. You have recently joined the marketing team of the fashion retailer H&M. Its aim is become a leading brand in the Middle East (particularly Dubai). You are asked to discuss the nature and benefits of a standardised global communications strategy against a more country by country based strategy for the Company with the objective to secure future revenues in the Middle East region.
4. ‘KFC’ is an American fast food company which provides a range of fried chicken pieces, wraps and meals. The company is about to enter the Japanese market for the first time. The Managing Director has recently said in the US national press “The Japanese will love our food and enjoy sharing in the American Dream”.
You are a new recruit to the marketing team at KFC and have been asked to prepare notes for a presentation on the importance and impact of culture on their proposed expansion to Japan and the likely impact on revenues.