Critically evaluate the international marketing strategy of a company of your choice. It is expected that your company will be a major multi-national company operating in most of the major markets of the world. Thus you can choose companies from different industrial sectors, for example: • Proctor & Gamble and Unilever in the FMCG manufacturing sector • Wal-Mart and Tesco in retailing • Microsoft and Apple in the IT market • OCBC and HSBC in Banking • Ford and Toyota in the automobile sector. This assignment entails the identification of the company’s mission statement and the role of internationalization in its business strategy. The main concepts of international marketing should be applied to your case company. Your report should include: i. The company’s motives for international growth ii. The markets targeted iii. The methods of market entry
Critically evaluate the international marketing strategy of a company of your choice. It is
expected that your company will be a major multi-national company operating in most of the
major markets of the world. Thus you can choose companies from different industrial sectors,
for example:
• Proctor & Gamble and Unilever in the FMCG manufacturing sector
• Wal-Mart and Tesco in retailing
• Microsoft and Apple in the IT market
• OCBC and HSBC in Banking
• Ford and Toyota in the automobile sector.
This assignment entails the identification of the company’s mission statement and the role of
internationalization in its business strategy. The main concepts of international marketing
should be applied to your case company. Your report should include:
i. The company’s motives for international growth
ii. The markets targeted
iii. The methods of market entry
The implementation of the marketing mix should be discussed and the success or otherwise
of its international strategy should be evaluated.
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