You will select a major international brand to research for your final project. This brand should be sold in a majority of countries/regions around the world. Think big here (the Apples, Toyotas, and Coca-Colas of the world), as the larger the brand or company, the more information you are likely to find. In addition, you might want to pick a brand discussed in the textbook as these were already found to be ideal subjects for study by the author.
Once you have selected a brand/company, you are required to produce an 8-10 page research report that includes a variety of research topics discussed in the textbook.
Please see below for a full overview of the report:
REPORT
Cover Page
Properly Formatted Table of Contents
Introduction and Brand/Company Overview
Company Origin and Brief History
Brief overview of the products and/or services sold by the company
Growth Trajectory and Internationalization of the Brand/Company
Discuss whether there were any key mergers and acquisitions
Explore some important financial information on the company
Overview of Current Global Footprint (Countries and Regions Where Sold)
International Markets and Regions
Where are the brand’s products/services sold/provided?
What are the key markets/regions for the brand?
Do the products/services differ from market to market?
If so, why? Do they address specific needs and or cultural values?
Has the brand had any major international failures or had to exit specific markets because of poor sales?
Overview of Global/Local/Regional Marketing & Advertising Strategies
Global marketing/advertising spend
Global marketing/advertising strategies
How have these changed over time?
Local/Regional marketing/advertising spend
Can you find information here about money spent in each region or country?
Local/Regional marketing/advertising spend
Breakdown of Large-Scale Dimensional Models
How do the brand’s products/services, marketing and advertising efforts address the following large-scale dimensional models from your textbook? Do these differ from country to country? Can you think of any specific examples?
Individualism vs. Collectivism
Power Distance
Long vs. Short-Term Orientation
Assertiveness and Male-Female Roles
Uncertainty Avoidance
Any Other Dimensions?
How Does the Brand Capitalize on Consumer Behavior
Consider the following here:
Consumer Attributes
Social Processes
Mental Processes
Conclusion
Provide a summary of the information addressed in the report
Appendix (If Needed – APA or MLA Formatting)
Works Cited Page (APA or MLA Formatting)
