The take-home assignment for this course is a write-up paper in essay form. For this, you are required to investigate an international marketing strategy issue in your selected company (this company can be a previous employer, a company you are interested to join or any other existing company). Written essay: 2,000-2,500 words. • Your first task is to identify the company’s most recent marketing activities in the international arena. Examples include: launching a major Market Research
project; building a novel business model to enter a new market; withdrawing from certain markets and refocusing on others; major incidents in international markets (PR, product/service features boycotted by customers etc); recent changes in Marketing leadership (new recruits and/or exits and the rationale behind these changes at the top)..check major newspapers and/or company press releases for infos… • Your second task is to elaborate (in essay style) answers to the following questions: 1. Explain the international marketing strategy of your chosen firm. How does it differ from the strategy of competitors? (25% of word count) 2. Explain to what extent the strategy is aligned with the overall company strategy. How exactly does this alignment manifest itself in practice? Provide real examples. (25% of word count) 3. Does the strategy you are analyzing provide competitive advantage? If yes, how? If not, why? (25% of word count) 4. What are strengths & weaknesses of the current/proposed strategic initiatives? (25% of word count) 5. Is the company engaged/committed/practicing some form of sustainability and/or Corporate Social Responsibility (CSR)? Is the marketing strategy you are analyzing aligned with such efforts? How? (For example: which elements address the Sustainable Development
Goals (if the company is a signatory); which elements are designed to influence changes in customer behavior and attitudes?
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