MRKT620 Marketing

Individual Assignment #1 Discussion Questions on Chapter 1 and 2 (50 pts): Presentations in Module 01, and 02 Instructional Materials, “Globalization of Markets”, “Winning in Rural Emerging Markets”, “What do we know from the EPRG Model”, and the Harvard Business School case “Cepyuros Foods Malaysia: Finding the Secret Sauce for Growth” 1. Levitt’s “Globalization of Markets” is considered to be a seminal article in international marketing (10 pts). a) Summarize Levitt’s article in detail. In your summary, be sure to identify and discuss the factors that Levitt states have led to the globalization of markets. b) Explain the meaning and advantages of standardization. Conversely, what are the advantages and disadvantages of customizing products? c) Do you agree with Levitt’s premise given that this article was written more than three decades ago? Is the article still relevant today? Why or why not? (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.) 2. The article titled “Winning in Rural Emerging Markets” expresses very different and updated viewpoints on global marketing from Levitt (10 pts). a) Summarize the article in detail. In your summary be sure to identify what a rural emerging market is and explain dimensions that can be used to offer successful localized solutions. b) What are the arguments made in the article? Do you agree or disagree? Why or why not? c) In your opinion, are there any other strategies that firms can use to successfully localize? Why or why not? (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources) 3. In a course on global marketing, it is imperative that you know about different types of organizations that operate globally. (10 pts). a) Identify, define and explain in substantive detail the different types of organizations based on the EPRG (Ethnocentric, Polycentric, Regiocentric, and Geocentric) framework. b) Although there are many different categorizations of companies (as described in Chapter 1 and Video Lecture 1), define a global corporation. Is a global company same as or different from a firm described as a geocentric organization? c) Identify and explain in substantive detail the characteristics that manifest a global company. (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.) 4. The following questions are based on the HBS case “Cepyuros Foods Malaysia: Finding the Secret Sauce for Growth” (20 pts). Cepyuros Foods International must decide how to expand their salsa business in Malaysia. a) What are the main issues facing Cepyuros Foods? b) If they were to introduce new salsa flavors, who should their target customers be? Existing customers? New? c) How should the new salsa be positioned? What packaging would you suggest to reflect its positioning? d) What should their pricing strategy be? e) How should the product be distributed? f) What promotional strategy should they use? Reminder: When analyzing HBS cases, please do not conduct additional research or introduce additional information from external sources. Introducing additional external information will only contaminate the case. Base your answers on the information contained in the case. That is the information the case author(s) have provided you, as managers or consultants, to make your decisions and recommendations. Besides conducting external research on the HBS cases will circumvent your learning as well as diminish the development of your judgment and decision making skills (That is also plagiarism!).