MKT 636 - Multinational Marketing (HYB) Winter 2018 Curtiss Hall 102 Tuesday 7-10PM Instructor: Dr. Chatt Pongpatipat E-mail: cpongpat@svsu.edu Office: Curtiss Hall 313 Phone: 989.964.4367 Office Hours: Monday 9.30-10.30am and 4.30-5.30pm and Tuesday 3-5pm and by appointment Course Description & Objectives: The objective of the course is to develop your knowledge and understanding of the global marketing environment through key concepts, and tools, and theory. Specifically, the course is designed to provide you with 1. Familiarity with the problems and perspectives of marketing across national boundaries and within foreign countries 2. An understanding of consumer similarities and differences outside the home country 3. The analytical ability to make marketing decisions concerning the global marketing mix 4. Identifying stages a company goes through as its management orientation evolves from domestic and ethnocentric to global and geocentric. 5. Knowledge of global analytical frameworks and tools 6. An understanding of the current strategies of major global firms Text: Global Marketing, 9th Edition by Keegan and Green 2017 Additional readings provided by the professor available on Canvas. F2F meetings: 1/16, 2/6, 2/27, 3/27, 4/17, 4/24 ASSESSMENT Online Discussions: 5 pts each. Students are expected to prepare and participate in online discussions in each module via canvas. The topics/cases will be posted in advance. You need to complete each module before moving on to the next. You need to provide your own answers and respond to two of your classmates. Fail to respond/comment on time could result in losing the points of that discussion. Exams: 50 pts each (bring a laptop or mobile device) Four exams will be given in class during the course of the semester. The exams will consist of multiple choice, true/false, and essay questions. There will be NO MAKE-UP EXAMS. Please check your schedule carefully and let the professor know if you have any conflicts. Exam questions will come from textbook, lecture, class discussions, projects, etc. 1 Group Project This project will consist of three parts, spread over the entire semester. The first and second parts, the cultural and economic analyses will be due midway through the semester, while the third part, the marketing plan, will be due end of the semester. The class will be divided into small groups of students and each group will choose a product/service and a country. At the end of the semester, each group will formally present their entire analyses. Please see below for more details. Late submission for each part will lose 5 points per day. Presentation Presentations will be graded based on formality, perceived preparation, effective presentation, creativity, adherence to the time limit and the content. Presentations should be well rehearsed and should be about 10-15 minutes in length. A rubric will be provided. (25 Points) Course Grading: 4 Exams Class Discussions Project Presentation Total Points 200 75 200 25 Total 500 Grading: Points Letter Grade 94% and above A 90-93% A85-89% B+ 80-84% B 75-79% C+ 70-74% C 60-69% D 59% and below F *Please note that there is no B-, C-, D+, and D-* **Please note that I WILL NOT curve or round grades at the end of the semester** Syllabus Revisions: The Instructor reserves the right to alter this syllabus, readings, and other assignments as is required by the progress and needs of the class. COURSE POLICIES 1. Regular participations are expected and will be recorded. Excused absences are limited to the following: official school or work business (the absences need to be notified in advance), family emergency or serious personal illness (with a doctor’s note), and other absences approved in advance by the instructor. All other absences are unexcused. 2. Email communication to the professor MUST be appropriately written in a formal business standard. Informal email communication may not be responded. I will do my best to respond 2 3. 4. 5. 6. 7. within 24 hours. However, email received during the weekend may not be responded until Monday. Please use SVSU email address. Other email addresses may be filtered out. Classroom misconduct will not be tolerated. You will be asked to leave and considered absent. This included but not limited to private conversations including non-verbal communication, using cell phones/other communication devices excessively without permission, working on or reading non-class materials, and tardiness or leaving class early without permission. University regulations on academic integrity are in effect. Academic dishonesty includes (but not limited to) any form of cheating, plagiarism, unauthorized collaboration, or submitting a paper that was previously submitted in whole or in substantial part for another class without prior permission. The university provides serious sanctions for academic dishonesty. For further guidance on these rules and their sanctions, please see SVSU student handbook. Exam and assignment grades will be posted on Canvas. Corrected exams will not be distributed in class but students can stop by during office hours to take a look if they have questions or concerns. It is a student’s responsibility to check Canvas often for class related information. Please DO NOT use electronic devices in class, including and not limited to smart phones, laptops, and tablets unless your instructor advises you to do so. Students with disabilities who need accommodations must make their request through the Office of Disability Services located at Wicks Hall 260 or call 964-7000. Course Calendar **Note that highlighted dates are F2F** Week of 1/16/18 1/23/18 1/30/18 Topic Course Intro & Project Discussion Ch 1 and 2 Ch 3 and 4 1st Exam 2/6/18 2/13/18 Ch 5 and 6 2/20/18 Ch 7 and 8 2/27/18 3/5-11/18 3/13/18 3/20/18 3/27/18 4/3/18 4/10/18 4/17/18 4/24/18 Notes Part I Upload to Canvas 2nd Exam Mid-Semester Break Ch 9 and 10 Ch 11 and 12 Part II Upload to Canvas 3rd Exam Ch 13 and 14 Ch 15 Presentations 4th Exam 3 Group Project MKT 636 Winter 2018 You should choose a country and a product (or service) that is not currently found in the targeted country and devise a cultural analyses and marketing plan for the chosen country. For example, you can choose to market an automobile from France (Renault) into the United States since it is not currently available here. Cultural Analysis: The data suggested in the cultural analysis includes information that helps the marketer make market-planning decisions. However, its application extends beyond product and market analysis to being an important source of information for someone interested in understanding business customs and other important cultural features of the country. This cultural analysis is composed of two parts: information on the cultural makeup of the country and the economic analysis of the country. The information in this analysis must be more than a collection of facts. In preparing this material, you should attempt to interpret the meaning of cultural information. With that said, your country analysis should contain at least one paragraph on each of the following areas: PART I: Introduction to the Culture of the Country (Worth 50 points) I. Include short profiles of the company, the product to be exported and the country with which you wish to trade. II. Brief discussion of the country’s relevant history III. Geographical setting a) location b) climate c) topography IV. Social institutions a) Family i) The nuclear family ii) The extended family iii) Dynamics of the family (1) Parental roles (2) Marriage and courtship b) Education i) The role of education in society (1) Primary education (quality, levels of development, etc) (2) Secondary education (quality, levels of development, etc.) (3) Higher education (quality, levels of development, etc.) ii) Literacy rates c) Political System i) Political structure ii) Political Parties iii) Stability of government iv) Special taxes v) Role of local government 4 d) Legal System i) Organization of the judiciary system ii) Code, common, socialist, or Islamic-law country? iii) Participation in patents, trademarks and other conventions e) Organizations i) Group behavior ii) Social classes iii) Clubs, other organizations iv) Race, ethnicity and subcultures f) Business customs and practices V. Religion and aesthetics a) Religion and other belief systems i) Orthodox doctrines and structures ii) Relationship with the people iii) Which religions are prominent? iv) Membership of each religion v) Any powerful or influential cults? b) Aesthetics i) Visual arts (fine arts, plastics, graphics, public arts, colors etc.) ii) Music iii) Drama, ballet, and other performing arts iv) Folklore and relevant symbols VI. Living conditions a) Diet and nutrition i) Meat and vegetable consumption rates ii) Typical meals iii) Malnutrition rates iv) Foods available b) Housing i) Types of housing available ii) Do most people own or rent? iii) Do most people live in one-family dwellings or with other families? c) Clothing i) National dress ii) Types of clothing worn at work d) Recreation, sports, and other leisure activities i) Types available and in demand ii) Percentage of income spent on such activities e) Social security f) Health Care 5 VII. a) b) c) Language Official language(s) Spoken versus written language(s) Dialects VIII. Executive Summary After completing all of the other sections, prepare a two-page (maximum length) summary of the major points and place it at the front of the report. The purpose of an executive summary is to give the reader a brief glance at the critical points of your report. Those aspects of the culture a reader should know to do business in the country but would not be expected to know or would find different based on his or her home country should be included in this summary. IX. X. Sources of information Appendixes PART II: The Economic Analysis of the Country (Worth 50 Points) The reader may find the data collected for the economics analysis guideline are more straightforward than for the cultural analysis guideline. There are two broad categories of information in this guideline: general economic data that serve as a basis for an evaluation of the economic soundness of a country and information on channels of distribution and media availability. As mentioned earlier, the guideline focuses only on broad categories of data and must be adapted to the particular company and its product needs. With that said, write at least one (1) paragraph for each of these sections. Guideline I. II. Introduction Population a) Total i) Growth rates ii) Number of live births iii) Birth rates b) Distribution of population i) Age ii) Sex iii) Geographic areas (urban suburban, and rural density and concentration) iv) Migration rates and patterns v) Ethnic groups III. Economic statistics and activity c) Gross national product (GNP or GDP) i) Total ii) Rate of growth (Real GNP or GDP) (1) Personal income per capita (2) Average family income d) Distribution of wealth i) Income classes ii) Proportion of the population in each class 6 iii) Is the distribution distorted? e) Minerals and resources f) Surface transportation i) Mode ii) Availability iii) Usage rates iv) Ports. g) Communication systems i) Types ii) Availability iii) Usage rates h) Working conditions i) Employer-Employee relations ii) Employee participation iii) Salaries and benefits i) Principal industries i) What proportion of the GNP does each industry contribute? ii) Ratio of private to publicly owned industries j) Foreign Investment i) Opportunities? ii) Which industries? k) International trade statistics i) Major exports (1) Dollar value (2) Trends ii) Major imports (1) Dollar value (2) Trends iii) Balance-of-payments situation (1) Surplus or deficit? (2) Recent trends iv) Exchange rates (1) Single or multiple exchange rates? (2) Current rate of exchange (3) Trends l) Trade restrictions i) Embargoes ii) Quotas iii) Import taxes iv) Tariffs v) Licensing vi) Customs duties m) Labor force i) Size ii) Unemployment rates n) Inflation rates IV. Developments in science and technology a) Current technology available (computers, machinery, tools etc.) b) Percentage of GNP invested in research and development 7 c) Technological skills of the labor force and general population V. Channels of distribution (macro analysis) This section reports data on all channel middlemen available within the market. Select a specific channel as part of your distribution strategy for your marketing plan a) Retailers i) Number of retailers ii) Typical size of retail outlets iii) Customary markup for various classes of goods iv) Methods of operation (cash/credit) v) Scale of operation (large/small) vi) Role of chain stores, department stores specialty shops b) Wholesale middlemen i) number and size ii) Customary markup for various classes of goods iii) Method of operation (cash/credit) c) Import/Export agents d) Warehousing e) Penetration of urban and rural markets VI. Media This section reports data on all media available within the country or market. Select specific media as part of the promotional mix and strategy for your marketing plan. a) Availability of media b) Costs i) Television ii) Radio iii) Print iv) Other media (cinema, outdoor etc.) c) Agency assistance d) Coverage of various media e) Percentage of population reached by each of the media VII. Executive summary After completing the research for this report, prepare a two-page (maximum) summary of the major economic points and place it at the front of the report VIII. Sources of information IX. Appendixes The Marketing Plan (Worth 100 points) Market-oriented firms build strategic market plans around company objectives, markets and the competitive environment. Planning for marketing can be complicated even for one country, but when a company is doing business internationally, the problems are multiplied. Company objectives may vary from market to market and from time to time; the structure of international markets also changes periodically and from country to country; and the competitive, governmental, and economic parameters affecting market planning are in a constant state of flux. These variations require 8 international marketing executives to be especially flexible and creative in their approach to strategic marketing planning. PART III: Marketing Plan and Competitive Market Analysis Of the guidelines presented, this is the most product or brand specific. Information in the other guidelines is general in nature, focusing on product categories, whereas data in this guideline are brand specific and are used to determine competitive market conditions and market potential. Two different components of the planning process are reflected in this guideline. Information in Parts I and II, Cultural Analysis and Economic Analysis, serve as the basis for an evaluation of the product or brand in a specific country market. Information in this guideline provides an estimate of market potential and an evaluation of the strengths and weaknesses of competitive marketing efforts. The data generated in this step are used to determine the extent of adaptation of the company’s marketing mix necessary for successful market entry and to develop the final step, the action plan. The detailed information needed to complete this guideline is not necessarily available without conducting a thorough marketing research investigation. Thus, another purpose of this part of the country notebook is to identify the correct questions to ask in a formal market study. Write at least one (1) paragraph on each in each of these areas. I. Introduction II. Goals and Objectives III. Situation Assessment and Analysis IV. The Market A. Describe the market(s) in which the product is to be sold 1. Geographical region(s) 2. Forms of transportation and communication available in that (those) region(s) 3. Consumer buying habits a. Product-use patterns b. Product feature preferences c. Shopping habits 4. Distribution of the product a. typical retail outlets b. Product sales by other middlemen 5. Advertising and promotion a. Advertising media usually used to reach your target market(s) b. Sales promotions customarily used (sampling, coupons, etc.) 6. Pricing strategy a. Customary markup b. Types of discounts available B. Compare and contrast your product and the competition’s product(s). 9 1. Competitor’s product(s) a. Brand name b. Features c. Package 2. Competitor’s prices 3. Competitor’s promotion and advertising methods 4. Competitor’s distribution channels C. Market size 1. Estimated industry sales for the planning year 2. Estimated sales for your company for the planning Year D. Government participation in the marketplace 1. Agencies that can help you. 2. Regulations you must follow V. Marketing Strategy A. Product Strategy B. Distribution Strategy C. Pricing Strategy D. Promotional Strategy VI. Executive Summary VII. Sources of information VIII. Appendixes Marketing Plan Written Format: Your marketing plan is to be submitted using Marketing Plan Pro’s format (example provided) and all exhibits and spreadsheet reports, double-spaced, with 1-inch margins on all sides of the paper, using 12 point Times New Roman font. Due date May 1st by midnight. There is no limit as to the number of pages to be submitted; completeness of your marketing plan is what is important for your overall grade. Some “hints” to use in writing an Executive Summary: • • • Cite numbers ($ or % increase; market share growth) and attach all pertinent documents to your report. Do not just state, “Exhibit A shows our growth rate” without first stating the growth rate in your paragraph. Before submitting your document, ask yourself the question, “Does this memo contain all of the information my boss needs to make a decision in my favor?” If not, revise your memo. 10
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