Defining the Terms of the International Marketing Project
The report would contain
- Introduction-should reveal what is being considered in this project
- Industry Analysis Section -explained below
- Global Marketing Issues Section - explained below
- Conclusion - sum up your findings
- Bibliography - clearly list all references used in the study
Section 1: Industry Analysis (you should contribute to the substance and writing of this section)
Should contain a brief summary of the industry in which this company is operating. This section would include info on matters such as size of industry both in dollar terms and in number of players, market shares of players, demand conditions, substitute products affecting the industry sales, margins available to players, effects of any international or local developments on industry business (sales etc). This section should teach us about the state of the industry and should be well researched.
Section 2: Global Marketing Issues:
Issues to consider: The following are some of the issues (this list is not exhaustive) that you may consider in the context of an international (not local) business:
- Industry structure
- Political regime, Economic policies and environment overseas and impact on a company's business
- Environmental practices or Operational matters
- Corporate practices and strategies to compete and enter into new markets
- Competitive environment and how companies deal with competition
- Branding and brand management issues and their possible impact on a company's profits and viability
- Supply chain issues
This project is different from writing an international marketing plan; this report is very open and gives you freedom to focus on selected core issues which arise when firms go global.
Choose a company:
- It could be Canadian company or an overseas company doing business with Canada
- The company has to be doing business internationally
Students have typically analyzed issues of existing known companies e.g. McDonald's when they introduced their coffee to compete with Tim Horton's or Canadian ice wine exports to China and the problems faced in dealing with local competitors or you could also look at the legal battles of Samsung and Apple etc. etc. Issues that arise in global businesses can also be gleaned from a web search. Investigate the various sites available to Canadian businesses by the federal, provincial and local government agencies.