The individual report – your task is to make global marketing strategy recommend

The individual report – your task is to make global marketing strategy recommendations for a business using Solberg’s strategic windows model. THE DELIVERABLE: an 6-page report (excluding cover page, but including main body of report, references, appendixes and surplus materials). PREPARATION: read Solberg (1997) Solberg, C.A. (1997), “A Framework for Analysis of Strategy Development in Globalizing Markets,” Journal of International Marketing, Vol. 5, No. 1, pp. 5-30. TASK: identify a small to medium-sized enterprise (SME) you are interested in studying. 3.1 Assess Industry Globality (A third of available marks) Using Solberg’s (1997) framework, assess the globality of the industry the SME operates in. Use empirical data and present compelling evidence to show the extent to which the industry is “global”. Explain your logic. You will be assessed on the transparency of your reasoning, the sophistication of your logic, and appropriateness of your conclusions. 3.2 Assess Preparedness for Internationalization (A third of available marks) Research your chosen SME and assess its level of preparedness for internationalization, using empirical data to show why the business is either immature, adolescent, or mature, and explain why you come to this conclusion. You will be assessed on the transparency of your reasoning, the sophistication of your logic, and appropriateness of your conclusions. Make sure to identify which of Solberg’s strategic windows you have placed the SME. 3.3 Global strategy implications (A third of available marks) (a) Use Solberg’s (1997) advice to provide global strategy implications and strategy recommendations for the businesses. (b) Supplement Solberg’s recommendations with others tools, to make your recommendations more detailed and realistic. This may include some of the following: – generic strategies to adopt (cost leaders, differentiating, niching) – operation modes – standardization / adaptation strategy – expansion strategy (rapid, simultaneous, sequential, etc) – scope (geographic / regional reach) – competitive issues (pioneer, follower, challenger, etc) – general environmental considerations. Justify and defend all recommendations you make. You will be assessed on the coverage of key issues, integration of those issues into your logics, realism and practicality of recommendations, justifications for recommendations, and general quality of recommendations. 3.4​Structure of individual report Suggested Report Structure: a)​Title Page (Student name / Identification of Industry and Companies to be examined). b)​Assessment of Industry Globality. Follow Solberg’s instructions on how to analyze the industry. Provide a formal assessment and evidence your conclusions. c)​Assessment of Preparedness for Internationalization. Follow Solberg’s instructions on how to analyze the Preparedness for Internationalization. Provide a formal assessment and evidence your conclusions. d)​Present Global Strategy Implications for Business. e)​References and sources, plus any surplus materials. 3.5​Writing Tips. 3.5.1 Define the industry carefully. Eg are you choosing the coffee industry in its totality, or the coffee shop sector? The difference is critical. 3.5.2 Do not waste time on discussing the generic historic development of the industry unless it is critical to the report. You do not have space for ‘merely interesting’ text. Get straight to the point. 3.5.3 If you make a claim, evidence it if it is possible. eg If you claim that an industry is highly concentrated with only a few main players, show that this is the case (https://en.wikipedia.org/wiki/Herfindahl-Hirschman_index, https://www.investopedia.com/terms/h/hhi.asp). If you make a claim that the industry is an oligopoly, evidence the claim (https://en.wikipedia.org/wiki/Concentration_ratio). Similarly for claims regarding a firm’s international organizational capacity and market share in reference market. 3.6​Submission Deadline. Friday 23th April (end of day).