IP 4
Visit the MKT660 Library Research Guide http://careered.libguides.com/university_AIUOnline/Marketing
Review pages 40 through 52 and find 3 companies, one of which must be non-US-based, with operations in more than one country, or region of the world. Using articles from the library’s full-text databases and the companies’ Web sites, prepare an analysis of the companies and their multinational marketing strategies. Your analysis should include:
Brief company profile
Scope of operations (e.g., manufacturing, research & development, sales office and/or service representation)
Marketing strategy for each of the countries/regions in which it operates
Differences among the company’s marketing strategies per country/region (e.g., how differences in cultural values affect product development)
Similarities among the company’s marketing strategies per country/region (e.g., they may use local advertising agencies to produce their advertising campaigns)
IP 5
Research articles on the two companies linked below. Use the companies’ Web sites and the Library’s full-text databases to perform this research. Use this information to answer the questions below.
The two companies you must research are linked here:
Airbus: http://www.airbus.com/
Boeing: http://www.boeing.com/
Answer the following questions:
Provide a summary of their product development strategy.
How does Airbus’ strategy compare with Boeing’s?
Who else is competing for the high-speed jet liner?
How can Airbus spread some of the risks inherent in their ventures?
