ASSIGNMENT INSTRUCTIONS
ASSIGNMENT INSTRUCTIONS
Module Title: Global Marketing Management
Module Code:MOD003470Level:7
Academic Year:2014/15 Teaching period:S1
Module Leader:Dr. John W. Lang
This must be submitted via TURNITIN no later than 5pm on the 12th January 2014.
Background:
You are employed as a Global Marketing Consultant and have been asked by your Senior Vice President of Marketing in IKEA to prepare a management report that addresses the following global marketing issues pertaining to the launch of the IKEA brand in China.
Task:
You are required to use IKEA as a basis for discussing the following relative global marketing issues. In this regard, you should begin by preparing a brief profile of IKEA
Prepare a global strategic marketing plan to support the expansion of the IKEA brand in CHINA. The plan should include a consideration and discussion of the following issues:
1: Critically analyse the macro and micro environment of the market environment in CHINA using appropriate analytical tools (35 marks)
2: Develop appropriate marketing objectives and critically analyse supporting corporate and business strategies to support the expansion of the IKEA brand in the CHINA (35 marks)
3: Critically analyse the potential Business Model of IKEA and its adaptation for the expansion of the brand in CHINA. In addition, justify the most appropriate application of the marketing tactics that will support the expansion in CHINA (30 marks)
Assessment Criteria:
This assignment requires you to demonstrate your knowledge and understanding of the planning issues surrounding the entry of IKEA into CHINA. You are required to examine and evaluate the environment (competitive and politico economic), and to evaluate the marketing strategies and business model of IKEA, and their suitability to the
Chinese marketing entry. Your evaluation must not be descriptive in nature; it should provide clear evidence of your understanding of the issues surrounding the
Module Title: Global Marketing Management
Module Code:MOD003470Level:7
Academic Year:2014/15 Teaching period:S1
Module Leader:Dr. John W. Lang
This must be submitted via TURNITIN no later than 5pm on the 12th January 2014.
Background:
You are employed as a Global Marketing Consultant and have been asked by your Senior Vice President of Marketing in IKEA to prepare a management report that addresses the following global marketing issues pertaining to the launch of the IKEA brand in China.
Task:
You are required to use IKEA as a basis for discussing the following relative global marketing issues. In this regard, you should begin by preparing a brief profile of IKEA
Prepare a global strategic marketing plan to support the expansion of the IKEA brand in CHINA. The plan should include a consideration and discussion of the following issues:
1: Critically analyse the macro and micro environment of the market environment in CHINA using appropriate analytical tools (35 marks)
2: Develop appropriate marketing objectives and critically analyse supporting corporate and business strategies to support the expansion of the IKEA brand in the CHINA (35 marks)
3: Critically analyse the potential Business Model of IKEA and its adaptation for the expansion of the brand in CHINA. In addition, justify the most appropriate application of the marketing tactics that will support the expansion in CHINA (30 marks)
Assessment Criteria:
This assignment requires you to demonstrate your knowledge and understanding of the planning issues surrounding the entry of IKEA into CHINA. You are required to examine and evaluate the environment (competitive and politico economic), and to evaluate the marketing strategies and business model of IKEA, and their suitability to the
Chinese marketing entry. Your evaluation must not be descriptive in nature; it should provide clear evidence of your understanding of the issues surrounding the