INTERNATIONAL MARKETING STRATEGY - PRE-ISSUED CASE STUDY & GUIDELINES
Important notes for candidates regarding the pre-prepared case study The case study is designed to assess knowledge and understanding of the International Marketing Strategy syllabus in the context of the relevant case study. The examiners will be marking candidates' scripts on the basis of the questions set. Candidates are advised to pay particular attention to the mark allocation on the examination paper and to plan their time accordingly. Candidates should acquaint themselves thoroughly with the case study and be prepared to follow closely the instructions given to them on the examination day. Candidates are advised not to waste valuable time collecting unnecessary data. The cases are based upon real-life situations and all the information about the chosen organization is contained within the case study. As the case represents a real-life situation, anomalies may be found in the information you have before you. Therefore, please state any assumptions you make that are reasonable when answering the questions. Remember, you are going to be tested on your overall understanding of the case issues and your ability to answer the questions that are set in the examination. In order to prepare for the examination, candidates will need to carry out a detailed analysis of the case material ahead of the examination. Candidates will have sufficient time during the examination to answer all the questions, but this means that detailed analysis should have taken place before commencing the examination. The examiners are looking for clear evidence that candidates have a good understanding of the case and can use the relevant course ideas from the syllabus to answer the questions. The copying of pre-prepared ‘group' answers, including those written by other third parties, is strictly forbidden and will be penalized. Thus, questions will demand analysis in the examination itself and individually composed answers are required in order to pass. Candidates are only allowed to take up to two pages (four sides) of A4 notes into the examination room. These notes should be securely attached to the script at the end of the examination and returned. Your prepared notes will count for 15% of the overall mark for this unit and therefore it is important that you ensure that these notes are included with your examination script. A copy of this case study will be available in the examination. Therefore, you will NOT be allowed to bring this case study into the examination room.
1. Pestle is a key analytical tool used by organizations as part of their marketing planning. Analyze and evaluate the market entry strategies Domino's and Pizza hut used in their expansion and alternatives they could have considered.
2. The Market research process appears to have been effective in determining both companies market segments. Discuss the key principles of research and segmentation and its importance to both companies.
3. Both Pizza Hut and Dominos have considered the issues of standardization or adaptation in this diverse market. Analyze the role of the international marketing mix in this process.