UOW Sydney Business School
Faculty of Business
MARK957
International Marketing Strategy
Delivered Under Remote Study Mode
Supplementary
Final Assessment
Trimester 2, 2020
Duration
This assessment is released via Moodle (Tuesday 18 August 2020 at 5pm) and due Tuesday 25th August 2020 at 5pm. Please submit a completed Word or PDF document via the Turnitin link on Moodle.
Weighting
30%
Directions to students
This assessment task contains three (3) sections. ALL sections must be completed. This assessment is marked out of 100.
Section A: 2 short answer questions.
Section B 2 essays.
Section C: Case Study.
ANSWER ALL QUESTIONS
Download a copy of this Word file.
TYPE YOUR ANSWERS IN THIS WORD FILE.
DO NOT change the font style, size, line spacing or margins. (i.e. they must remain 12point Arial Font, double line spacing and 2.54cm margins. When complete, save your file as either a Word of Pdf document and upload to Moodle.
All of your answers should be supported with references from academic journal references, industry publications and other relevant secondary sources. Also, remember to define key terms and use examples where appropriate. You may use illustrations to help support your answer.
This assessment is worth 30% of your final mark. You must attain at least 50% in the final assessment and attain at least 50% overall in the subject to pass.
Section A: Short answers (Worth 20 marks)
Answer both questions
Question 1 XXXXXXXXXXTotal 10 marks)
Explain the rationale for international marketing.
Type your answer here (your answer should be approximately HALF A PAGE in length)
Question 2 XXXXXXXXXXTotal 10 marks)
In what ways might a product’s packaging need to be changed for different markets? Describe two (2) packaging features that would vary between a product marketed to Germany and Japan, and explain why each of the two (2) features would need to be changed for each of these markets.
Type your answer here (your answer should be approximately HALF A PAGE in length)
Section B: Essays (Worth 40 marks)
Answer both questions
Question 1 XXXXXXXXXXTotal 20 marks)
You have just graduated from UoW after studying International Marketing. Congratulations!
You have commenced a marketing job with an Australian ugg-boot maker. The company cu
ently only sells their products within Australian. The company wishes to increase its sales by entering the international marketplace.
Advise the owner of the company of the issues that need to be considered when entering the international marketplace.
Type your answer here (your answer should be approximately ONE - TWO PAGES in length)
Question 2 XXXXXXXXXXTotal 20 marks)
How is the cu
ent pandemic affecting international business? What should businesses do to adjust to the cu
ent pandemic and its likely longer-term effects upon international business?
Type your answer here (your answer should be approximately ONE - TWO PAGES in length)
Section C: Case Study (Worth 40 marks)
Answer both questions
Does Gourmet King translate well?
A recent Australian television advertisement for Gourmet King, a well-known
and of single serve microwavable meals, achieved considerable success in the Australian marketplace. The company's Head Office in Europe noted that the advertisement was among its most successful in positioning the
and, reinforcing its
and image and growing sales among its target market.
The company, which is a highly diversified multinational with
ands in many food product categories, and some beverage categories, has a presence in many countries around the world. The company's policy is to standardise its advertising where possible. As such they are keenly aware of advertising campaigns that are successful in particular markets.
The subsidiaries have control over key aspects of the marketing mix, including the ability to commission and run local advertising campaigns. These do, however, have to conform to fairly tight
anding and positioning guidelines and final approval for campaigns to run rests with Head Office. The latter also requires the results of campaigns to be submitted to them as part of KPI (Key Performance Indicator) requirements. The company encourages its subsidiaries to bo
ow ideas from other subsidiaries. Head Office itself does not, however, design or implement global campaigns.
The product is nutritious, tasty and relatively low in calories. It is packaged in small, single serve portions, is microwavable, and has a large range of meal choices available. These include Italian-based pasta dishes and Thai-based rice dishes. It is a 'quick meal solution' for those with busy, active lifestyles.
The
anding guidelines for Gourmet King specify that the
and is modern, healthy and nutritious. It is a trustworthy
and that has been around for quite some time. It offers product choices that reflect today's eating and lifestyle habits. Its
and personality is energetic, modern and responsible. The positioning guidelines suggest that the
and is superior to other single serve packaged meals, in terms of the quality of the ingredients, the range of product variants, the pricing, and the clarity and consistency of the
and image. It is still accessible to the target market though, and aims to become part of the weekly 'meal menu' of those purchasing it.
The primary target market for Gourmet King is white collar Generation Y females with reasonable incomes, who are predominantly single with a busy lifestyle, and are concerned with watching their weight and eating healthily without spending too much time preparing meals. The successful Australian television commercial is 30 seconds long, and features a 20 something female coming home after a busy workday and workout at the gym. She is greeted at the front door by a cute Persian cat. She can afford to live alone. Going to the refrigerator she selects one of several Gourmet King products, which she quickly microwaves and eats. She showers hu
iedly, changes into some clu
ing clothes, and is seen leaving her apartment to go out for the night. On the way out she turns out the light, and says goodnight to her cat The ad ends with a product shot, and a tagline voiceover, 'Gourmet King, you and your life!'
After seeing the results of the sales and
anding metrics that were established forth Australian Gourmet King campaign, the Head Office in Europe was impressed, and the marketing team discussed whether the Australian campaign could be used with similar success in other markets. This is consistent with their general approach to standardise advertising across the board as much as possible. They are very aware of the considerable cost savings, the experience learning curve effects, and the possible synergies in
anding and communications that can be achieved as a result of this.
The company is just starting to build a market share for Gourmet King in China, after launching the
and there several years ago. While they have a less complete picture of the target market in China than they do in mature markets like Australia, it was believed that the target market was
oadly similar - that is, young, white collar, female, with concerns about weight and health, and leading a busy u
an life. In their judgement the Australian television commercial reflected the above well, and had been proven to deliver in terms of the metrics. By photoshopping the woman's face to make her appear Chinese, translating the dialogue and the voiceover at the end into Mandarin and replacing the product shot with the Chinese packaging, they believed they could be on to a winner.
Accordingly they sent a copy of the Australian advertisement, a summary of what it had been able to achieve in terms of sales and
anding, and the above suggestions as to how the advertisement could be edited for the Chinese market, to their subsidiary office in Shanghai. Since this would save the budget conscious Chinese subsidiary a considerable amount of money, as well as time and effort in developing their own commercial (and then having to submit it to Head Office for approval), Head Office really expected the Shanghai office to get on board.
However, the response was far from enthusiastic. Firstly the marketers in the Shanghai office made the point that China was different, and that what worked well in Australia would not necessarily work well in the emerging market for Gourmet King in China. Secondly the marketers politely pointed out that if the Australian advertisement were to be used, considerable changes would be required. In terms of the latter, they were quite specific about the changes. These were far more major than those suggested by the European Head Office.
Firstly they would require the Persian cat to be edited out entirely, and instead the girl is greeted by her mother. Secondly, it's the mother who goes to the refrigerator to get the product, except she selects four (one for the girl, one for the girl's
other, and two for the parents). Thirdly there is a shot of the whole family eating together, talking, laughing and enjoying the food. Then the girl asks her mother after dinner if she can