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Online Take Home - International Marketing Business Coursework

Coursework Instructions:

Please see document with instructions.


 


MARK 2020 – International Marketing


Mid Term


Fall 2020


 


Instructions



  1. All work must be done individually, work will be uploaded through Safeassign.

  2. Work is due Sunday at 7pm – no exceptions.  Late papers will not be accepted.

  3. You must answer all questions.


 



  1. 1.    Adaptation vs Standardization                                                                5 Marks


Research and write about two products – one which has employed (largely) Standardization in its International Expansion, one which has employed Adaptation.



  1. Why have they chosen this path?

  2. What aspects have been maintained as largely standardized, which have been adapted (it is not expected that it be completely standardized or adapted)

  3. What are the specific challenges to these products associated with their strategy (ie you have explained in part 1 why they have chosen adaptation/standardization – what are they giving up by choosing this strategy?)


 



  1. 2.    Political Risk                                                                                               5 Marks


Chapter 5 discusses the impact of the Political Environment on International Marketing.  Using research (recent articles and analysis from credible sources) assess the Political Risk to Canada of either (choose 1 only): Include your sources



  1. The results of the US election

  2. Brexit

  3. The current situation between Canada and China related to the detention of a Huawei executive in an extradition case.


 



  1. 3.    Free Trade Deals                                                                                        5 Marks


There is a lot of debate about Free Trade Deals – do we need them? Are we benefitting from them? Do we give too much up?


Pretend you are a Politician running for Federal office in Canada in 2020 and the key issue of the election is “Should Canada continue to seek an even higher level PTA with the United States?”.  Take a side and argue one side of the argument.  You must use facts and information, not just opinion – what are the arguments, facts, statistics and other forms of support which contribute to your position? How has the current USMCA informed your analysis?


 



  1. 4.    Canada’s Import/Export and Ethics                                                        10 Marks


It is no secret that Canada is a big trader on the global market.  Historically, countries like Canada traded primarily with countries that have similar values, economic systems and even forms of government.  Today, along with the United States and Europe, Canada trades with countries who publicly share different values and views than Canada.  This is an area of great controversy – should Canada be trading with countries whose legal and ethical views are different from our own. 


Pick two countries – one a place where Canada exports to, one a place we import from – where there are issues associated with our trading relationship based on human rights, type of government, military aggression, labour standards (just for examples) and research our trading relationship.



  1. What do we trade? How much?

  2. What are the Trade issues associated with this country or this product? Include the concepts from Hoefstede’s website in your analysis of this country vs Canada.

  3. What is your personal opinion now that you have researched it – is Canada acting wisely?

Coursework Sample Content Preview:
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MARK 2020 – International Marketing
1 Adaptation vs. Standardization
McDonald’s fast-food restaurants preferred the use of standardization in their international expansion. Standardization maintained the quality of production in McDonald’s as well as their processes by eliminating guesswork. They applied the same concept in selling to different countries to meet their customers’ needs. Their adaptation has been observed in how they have changed their menus in some countries to meet local tastes. Another example is Coca-Cola, which adapted for international marketing, tasting differently in various countries. The name and sizes were standardized, but ingredients changed in multiple states to meet the local taste preferences. Challenges faced include the need to meet customers’ cultural needs; thus, adaptation has been costly (Rao-Nicholson, & Khan, 2017). They have to have a vast knowledge of cultures and consider the different climates of the regions. They also have had to deal with distance and convincing customers to their brand.
2 Political risk
Political risks arise due to political changes within a geographical area. Wrong decisions or conflicts between states end up affecting international marketing. The withdrawal of the United Kingdom from the European Union is one such example. For Canada, there have been trading disruptions that led to significant losses like the lowered export percentage when trading with the United Kingdom (Belke, & Gros 318). The deal cancellation has shown the effects of Brexit. Brexit also led to currency depreciation, which affected some businesses’ value and trade in foreign markets. Shares were altered by the political decisions, which amounted to unfavorable trade climates. For example, Canada has to negotiate net trade deals individually after the outcomes.
3 Free Trade Deals
They are agreements to form a free trading area wi...
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