REPORT 1

Report 1.

Length: No more than 4000 words (When grading a report, the marker does not need to read more words than the stipulated word limit.)

Format: Report

Topic – Analysing the global marketing environment

Assume that you are a global marketer working for a company that intends to enter into a foreign country. Your company has assigned you to conduct a thorough environmental analysis, to assist the management in assessing the viability of the business opportunity.

Students are required to select a product/service from a company of their choice OR from the list below. Students are also given the option to decide on a foreign country that the selected company intends to compete in. It is important that students follow the format and guidelines as outlined below.

• AirAsia – engaged in the provision of air transportation services.
• China Mobile Limited – engaged in the provision of mobile telecommunication and related services.
• Citigroup Inc, – engaged in retail banking, corporate banking, investment banking and asset management.
• Dongfeng Motor Group – engaged in manufacturing and marketing of automobiles, engines and auto parts.
• Johnson & Johnson – engaged in the research, development, manufacture and sale of consumer health care products, pharmaceuticals, medical devices and diagnostics.
• Samsung Electronics Co., Ltd. – engaged in consumer electronics brands in the world.
• Subway Restaurants, Inc. – provides consumers seeking quick, nutritious meals.
• Tata Motors Limited – engaged in the manufacturing and trading of passenger cars, utility vehicles and commercial vehicles.
• Vodafone Group Ltd – engaged in the provision of a range of communication products and services, including voice, messaging, converged services, broadband and data connectivity.

Format and guidelines

The report should be structured according to the following format and also in accordance with the presentation guidelines (pp. 11–13) as outlined in the Communication skills handbook (2010).

• Letter of transmittal
• Title page
• Executive summary – this section should state the major purpose, the method of analysis and the findings. It should not be more than 1 page in length.
• Table of contents
• Introduction – this section should clearly state the purpose, limitations and scope of the report.
• Background – this section should introduce the product/service to be marketed in the selected foreign country you have selected, and provides relevant background information. The following issues should be addressed.
• Introduce the selected company and provide relevant background information.
• Provide relevant information about the product/service including its features and benefits.
• Briefly discuss the selected foreign country, including the rationales for its selection.
• Environmental analysis – this section should analyse the environments in the selected foreign country and should address the following:
• Analyse the relevant factors in the economic environment and discuss the outcomes and their potential marketing implications for your selected company.
• Analyse the relevant factors in the political, legal and regulatory environments and discuss the outcomes and their potential marketing implications for your selected company.
• Analyse the relevant factors in the social and cultural environments and discuss the outcomes and their potential marketing implications for your selected company.
• Analyse the relevant factors in the technological environment and discuss the outcomes and their potential marketing implications for your selected company.
• Analyse the relevant contemporary environmental considerations and discuss the outcomes and their potential marketing implications for your selected company.
• Analyse the relevant industry and competitors (identify preferably 2 most significant ones) in the competitive environment and discuss the outcomes and their potential marketing implications for your selected company.
• Analyse the relevant factors in the internal environment (i.e. internal evaluation) and discuss the outcomes and their potential marketing implications for your selected company.
• Conclusions – this section should essentially summarise the main points and findings of the report.
• List of references – this section should include all reference materials used in the report. Harvard AGPS referencing style should be used in the report.