Solved Assessment 4: MBS537 Strategic Marketing Management
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Instruction
Students across all three campuses have developed a launch strategy for a new tourism organisation for one region. In reality, many tourism organisations are now present in multiple international markets and marketers need to give consideration as to which markets they may enter, what adjustments they may need to make to the marketing mix and how the particular launch strategy may need to change.
Chapter 20 in the textbook provides an overview of key considerations, and the articles below provide insight into the research being undertaken on international marketing.
Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International journal of Advertising, 29(1), 37-56.
Carpenter, J. M., Moore, M., Alexander, N., & Doherty, A. M. (2013). Consumer demographics, ethnocentrism, cultural values, and acculturation to the global consumer culture: A retail perspective. Journal of Marketing Management, 29(3-4), 271-291.
Chatzipanagiotou, K., Christodoulides, G., & Veloutsou, C. (2019). Managing the consumer-based brand equity process: A cross-cultural perspective. International Business Review, 28(2), 328-343.
Chu, S. C., & Choi, S. M. (2011). Electronic word-of-mouth in social networking sites: A cross-cultural study of the United States and China. Journal of Global Marketing, 24(3), 263-281.
Mandler, T., Sezen, B., Chen, J., & Özsomer, A. (2021). Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda. Journal of Business Research, 125, 416-435.
Nam, H., & Kannan, P. K. (2020). Digital environment in global markets: Cross-cultural implications for evolving customer journeys. Journal of International Marketing, 28(1), 28-47.
Schmid, S., & Kotulla, T. (2011). 50 years of research on international standardization and adaptation—From a systematic literature analysis to a theoretical framework. International Business Review, 20(5), 491-507.
This assessment asks you to view a number of the videos produced by your peers that summarise their launch strategy FOR A REGION DIFFERENT TO YOURS.
We’d like you to view these videos, and then complete the reflection which is designed to get you thinking about international marketing strategies.
To prepare for this assessment, please watch at least 5 videos from your peers across different regions, read the assigned chapter and do your own reading and research on international marketing – the articles above are a great start.
Then complete this reflection template and submit one single document. Please note word count suggestions indicate extent of effort, not strict requirements.
Related Post: Strategic Marketing Management Assignment Answers for MBA General Students
1. Reporting
1.1 When you watched the videos from other locations, what information were you looking for in your effort to evaluate the marketing plan?
2. Responding
2.1 Considering your own work versus the videos you watched, what observations would you make about the differences between the market segments and needs?
2.2 Do you believe the videos you watched gave you a sufficient understanding of the markets? Do you believe that the recommended strategies were appropriate? Provide support for your answer.
3. Relating and Reasoning
3.1 Describe the key concepts and theories that marketers must consider when developing international marketing strategies
3.2 You can choose just one video to focus on for this question
Do you believe your tourism offering would have appeal to the market segments profiled in the video you viewed? Why or why not? What would you need to change about your strategy to successfully launch in this other region?
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4. Reconstructing
Arising on your comments and reflections with reference to all sections above – Reporting, Responding, Relating & Reasoning – think about what you learned through this unit.
4.1 In your own words, what do you believe are the critical issues that marketers must consider when developing a global marketing strategy versus a local marketing strategy?
4.2 What are your top 3 tips would you give a marketer about to develop a global launch strategy?