Assignment:
Select a Fortune 500 international company in the service industry. Using your selected company as the basis for your research, prepare a paper that will:
. Describe the main line of business of the company
. Name four of the countries in which the company operates
. Explain, in detail, the implementation of the 4P's marketing mix concept by the company
. Describe any differences observed in the implementation of this concept, from one country to another.
Present your findings as a 4-5 pages Word document formatted in APA style.
1. Introduction
. Note your introduction should not be the same as your abstract. Instead, your introduction should grab your reader's interest on the topic and provide appropriate background on the main topic for your reader.
2. Describe Main Line of Business & Name Four Countries - 10 pts
. Select an international Fortune 500 company in the service industry
https://money.cnn.com/magazines/fortune/fortune500/2010/
. Review the definition of a service - this means the company does not sell a tangible good (i.e. banks, telecomm, healthcare, transportation, etc.)
. Describe the main line of business. Give a brief overview of what the company does. Analyze briefly how their business is growing/not growing. Use Hoover's Pro in the library. A great resource for gathering research information on a company.
. List and explain four countries in which the company operates
. This should be approx 1 page in length
3. Marketing Mix (4 Ps) Implementation - 35 pts
. While researching the company, note the company's marketing mix strategies - product, price, place and promotion. Do you see patterns? How do these strategies implement their marketing strategy positioning? Share your findings for each of the 4 Ps, and include your analysis of how they work together to implement the strategy.
. Apply concepts learned throughout the course. This will demonstrate not only your understanding but that you can also apply these concepts.
. This should be approx 2 pages in length
4. Analysis: Differences in the implementation from one country to the next - 35 points
. Now you will apply what you have learned about international marketing.
. For each of the four countries describe how the company handles their marketing mix. Do they adapt all 4 p's for each country? Or is the product standard across all countries? But the communication/promotion different? Or vice versa? What about pricing? And distribution? Etc.
. Apply concepts learned in Chapter 21. This will demonstrate not only your understanding but that you can also apply these concepts.
. This should be approx 2 pages in length
Total of pages 4-5 pages not including cover page, abstract page, & reference page so the total should be 8 pages