Assignment Description: Please work in groups of 3 - 4
1- Virgin Executive Summary
2- Global Marketing Communications Decision I and II (Research, analyze, discuss, and reference)
• Highlight Virgin's global advertising platform and identify its worldwide ad spending. How is this being compared to the telecommunication spending of direct competitors in Saudi Arabia? Research, analyze and discuss.
• Compare and contrast publicity and public relations between USA and Saudi Arabia and identify how Virgin as a global company benefited or hindered by publicity
• Identify the most important sales promotion tactics and tools used by Virgin around the world (pick two countries)
• Compare the above Virgin sales promotion tactics within these two countries with what is offered in Saudi Arabia by direct competitors. Any adjustment(s) that might occur to Virgin current sales promotion tactics when they apply it in Saudi Arabia? Why?
• Explain the contingency factors that must be considered when making decisions about sales force nationality in Saudi Arabia that Virgin will face.
• How Virgin global company will integrate Advertising, Public Relation, Sales Promotion, and Personal Selling into the overall promotion mix.
3- Global Marketing and the Digital Revolution (Research, analyze, discuss, and reference)
• What are the major innovations and trends that contributed to the Virgin's digital revolution? Highlight them with proper referencing.
• How Virgin is expanding its presence on the Web?
• Explain the key issues and adaptations facing Virgin when designing and implementing a Web site for the Saudi target market.
Assignment Description:
Please work in groups of 3 - 4
1- Virgin Executive Summary
2- Global Marketing Communications Decision I and II (Research, analyze, discuss, and reference)
• Highlight Virgin's global advertising platform and identify its worldwide ad spending. How is this being compared to the telecommunication spending of direct competitors in Saudi Arabia? Research, analyze and discuss.
• Compare and contrast publicity and public relations between USA and Saudi Arabia and identify how Virgin as a global company benefited or hindered by publicity
• Identify the most important sales promotion tactics and tools used by Virgin around the world (pick two countries)
• Compare the above Virgin sales promotion tactics within these two countries with what is offered in Saudi Arabia by direct competitors. Any adjustment(s) that might occur to Virgin current sales promotion tactics when they apply it in Saudi Arabia? Why?
• Explain the contingency factors that must be considered when making decisions about sales force nationality in Saudi Arabia that Virgin will face.
• How Virgin global company will integrate Advertising, Public Relation, Sales Promotion, and Personal Selling into the overall promotion mix.
3- Global Marketing and the Digital Revolution (Research, analyze, discuss, and reference)
• What are the major innovations and trends that contributed to the Virgin's digital revolution? Highlight them with proper referencing.
• How Virgin is expanding its presence on the Web?
• Explain the key issues and adaptations facing Virgin when designing and implementing a Web site for the Saudi target market.
4- Competitive advantage (Research, analyze, discuss, and reference)
• What is competitive advantage and how is it being applied in the telecommunication industry worldwide in general and Saudi Arabia in specific?
• How can Virgin global company achieve competitive advantage?
• Which forces they might face during such process?
• What factors contribute to Virgin competitive advantage and why?
• Organizational Structure:"Subsidiaries need autonomy to adapt to their local environment, but the business as a whole needs integration to implement global strategy" (Keegan and Green, 2017)
• How can Virgin achieve the above adaptation between local Saudi environment and original Virgin country of origin business model to implement a successful global strategy?
• Set some CSR- Corporate Social Responsibility strategies for Virgin to be responsive to the current local needs and interests of Saudi society. Explain the reasoning behind each strategy chosen
Project Learning Outcomes:
1. Understand, evaluate and apply key concepts of globalisation and global marketing including critical evaluation and application of key tools;
2. Understand and apply the process of selecting, assessing and managing an international market portfolio;
3. Demonstrate a practical understanding of the process and practice of market-entry planning and mode selection.
4. Contribute to debates about the implications of globalisation
5. Have a wide grasp of the international marketing process
6. Show communication skills: through presentation of investigative work, debate, peer review
Tasks to be Covered: 1. Develop teamwork through group development of project work.
Additional Requirements: Report style: cover page, reference list and in-text citation (Harvard style), Times New Roman font, size 12, 1.5 spacing.