integrated-global-marketing-case-study

  • Suggested Resources

    The resources provided here are optional and support the assessment. You may use other resources of your choice to prepare for this assessment; However, you will need to ensure that they are appropriate, credible, and valid. They provide helpful information about the topics in this unit. The MBA-FP6012 – Integrated Global Marketing Library Guide can help direct your research, and the Supplemental Resources and Research Resources, both linked from the left navigation menu in your courseroom, provide additional resources to help support you.

    Marketing Metrics

    The below resources provide information about marketing metrics.

    • Marshall, G. W., & Johnston, M. W. (2015). Marketing management (2nd ed.). New York, NY: McGraw-Hill. Available from the bookstore.
      • Chapter 16, “The Marketing Dashboard: Metrics for Measuring Marketing Performance,” pages 474–502.
  • Assessment Instructions

    It is now time for you to present your analyses and recommendations for a global marketing strategy for the company and its product. You need to prepare a 10–12-slide PowerPoint presentation for senior leadership.

    Preparation

    To prepare for this assessment, review your previous assessments, looking for the most relevant elements in your analyses. This is the information you will use in your PowerPoint. Be sure to use the speaker notes section of each slide to expand your bullet points on the slide.

    Assessment Requirements

    Prepare a 10–12-slide PowerPoint presentation using the following structure:

    • Title: The title of your presentation should include the name of the company and product. It should also suggest a new direction for the product.
    • Introduction (1 slide): Include the following:
      • An overview of the process you followed to arrive at your recommendations.
      • A summary of the background context so your audience will understand the issues you examined in your analyses and the choices made in your recommendations.
    • Company Overview (1 slide): The overview provides a perspective on the company, the marketplace, culture, and key players. Measures of size, effectiveness, and specifics on market dynamics enhance the importance of the marketing strategy.
    • Product Overview (1 slide): Describe the product, including its uses, the needs it meets from the consumers’ point of view, and core aspects of the marketing mix. How effective has the current marketing strategy been?
    • Current Situation (2–3 slides): Explain the global marketing challenge the company is facing. Summarize the main points from your previous assessments. Focus on the most critical details so that the results of your analyses clearly point to the changes you will recommend.
    • Recommendations (3–4 slides): Propose a new marketing strategy that will improve the potential for the product in a global market. Your proposal should highlight the following:
      • How your recommendations will increase the market potential for the product.
      • Why your recommendations will be more effective than the current strategy.
      • How your recommendations consider culture, political climate, and international laws.
      • How your recommendations align with company direction.
      • Support your recommendations with your analyses, marketing theories, models, and/or principles.
    • Conclusion (1 slide): Explain how your recommendations will add value to the company and product brands, and build customer loyalty.
    • References (1 slide): Format following APA guidelines.

    Additional Requirements

    • Include a title slide and reference slide.
    • Number of slides: 10–12, not including title slide and reference slide. Use the speaker notes section to expand points.
    • Resources: At least 4. Resources must be formatted according to current APA guidelines.
    • Be sure your presentation is visually appealing to an executive audience.
    Integrated Global Marketing Case Study Scoring Guide

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