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NMIMS
Master of
Business Administration - MBA Semester 3
International Marketing
Q1. United Kingdom recently marched out of EU
after a long fought battle for BREXIT. Companies have started moving out of UK
as it no longer remains the doorway to Europe. Also it has to fight high
inflation, labour shortage and many other issues as an outcome. It would want
to project a new Brand of United Kingdom to the world. You are a part of the
team headed by the Prime Minister of Great Britain, Mr. Boris Johnson, designed
to come up with a long term plan for the same. Can you enlist a few measures,
strategies and hurdles you would face? Use PESTEL Analysis and Global Marketing
Strategies to ascertain the same?
Answer. United Kingdom is no longer the part of
European union and this exit has great impact on the UK economy and the
businesses. Many companies are planning to shift their operations from UK to
any other country which is not a good sign if we see the long-term scenario.
Recently, Airbus, considered to move their UK operations to the mainland,
putting thousands of jobs at risk. Sony has already announced the transfer of
its European HQ to the Netherlands to avoid Brexit disruptions. Companies like
Vodafone and Visa have strongly considered relocating offices (and jobs) to
mainland Europe. Other companies have delayed big projects as a direct result
of the vote, including Nissan,
Q2. Forever 21 recently shut down many of its
operations across the world. It’s a cult brand that went through massive
issues. Critics blame that most of it was to do with strategies in
International Markets outside of USA and labour issues. Its recent filing of
Bankruptcy could have been avoided. If I put you at the helm of affairs a Forever
21, what strategies would you have suggested or applied in order to make the
drowning brand survive and what hurdles would you have faced for the same? Use
help of Global Market Entry and Global Brand Development Strategies for the
same?
Answer. The environment of a multinational firm is
significantly different from the environment of a domestic firm. Generally, a
domestic firm operates in a single political, economic, physical, cultural and
legal environment. However, apart from operating domestically, a multinational
firm has to operate in the international financial system. Here the host
countries in which the multinational firm is operating have their own
environment depending upon their politics, their economic and legal systems. In
other words, unlike domestic firms, a multinational firm has to operate in
multiple political, economic, physical, cultural and legal environments
Q3. Post its recent launch in London and
recent success in other parts of UK, Ola Cabs plan to enter USA.
a. They require your services to help them to
do a formal research for the same?
b. Also they would require your help to
understand the Cultural and Social factors which they need to be aware about?
Answer: a) Steps in International market research
process
Problem identification
and objectives
The first step in
the international marketing research process requires the international
marketing manager and marketing researcher to define the research problem and
jointly agree on the research objectives. Here the research objective is to
check the feasibility of Cab business in USA and how OLA can proceed further.
Developing the international marketing
research plan
The international
marketing research plan is a blueprint for the study, indicating all the
decisions to be made with regard to information sources, research methods, data
collection instruments, sampling procedures, data collection methods, data
analysis and based on these decisions the projected costs of the research is
estimated.
Get fully solved
assignments.
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