A team project

This is a team project, and have three parts. We have done the first and second part. Now, It’s the Third part. My work is just the Introduction and Executive Summary.I think one and half page, single space will be enough.Here are the syllabus and the first and second parts, in case need to be used.The executive summary need my team’s parts, they are still working on it. I will put it on when they give me.We still got sometime.
syllabus_mkt636_w18.pdf

introducing_hulu_in_australia___part_1.pdf

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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
Introducing Hulu in Australia
Sydney Meadows
Mengxia Zhang
Eric A. Schingeck
Pradyumna Aditya
MKT 636, W ‘18
Contents
Executive Summary ………………………………………………………………………………………………………… 3
Short Profile of Company ………………………………………………………………………………………………… 5
Brief History ………………………………………………………………………………………………………………….. 6
Early History ………………………………………………………………………………………………………………. 6
Britain’s Colonization ………………………………………………………………………………………………….. 6
Australia, the Nation, 1901 …………………………………………………………………………………………… 6
Geographical Setting……………………………………………………………………………………………………….. 7
Social Institutions……………………………………………………………………………………………………………. 9
Family………………………………………………………………………………………………………………………… 9
Education ……………………………………………………………………………………………………………………. 9
Political System …………………………………………………………………………………………………………. 10
Legal System …………………………………………………………………………………………………………….. 11
Organizations ……………………………………………………………………………………………………………. …
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