International Business & Global Marketing

Transcription

1 Introduction to: Me You This Course International Business 1

2 Me: International Business M.B.A., Northwestern University (Marketing) Retired Vice-President, Colonial Penn Insurance Company Ph.D., Michigan State University Retired Instructor, University of Delaware 2

3 You: International Business Name Major Internship Company Job There: Assignment(s) Function(s) Your Objective(s) for Your Internship 3

4 Qualities That Count with Employers Factor Importance Attitude 4.6 Communication Skills 4.2 4

5 Qualities That Count with Employers Factor Importance Work Work Experience 4.0 Employer Recommendations 3.4 Industry-Based Credentials 3.2 5

6 Qualities That Count with Employers Factor Importance Academic Years of Schooling 2.9 Academic Performance 2.5 School Reputation 2.4 Teacher Recommendations 2.1 6

7 This Course is Designed to Exploit Your International Internship: Work Experience: Extend Your Competitive Advantage by Providing You an Opportunity to Demonstrate: Your Business Knowledge & Skills (to Influence Employer Recommendations) Industry-Based Knowledge: Provide you an Opportunity to Demonstrate a Knowledge Depth Beyond the Internship (Industry-Based Credentials) 7

8 Assignment: Prepare a Business Environmental Analysis: On an Australian Company Currently in Australia For an Australian Company Wanting to Enter Another Country OTHER than the U.S. On an American Company Currently in Australia For an American Company Wanting to Enter Australia 8

9 Business Environmental Analysis: Merchandise Country Market Country Business Environment Analysis Information Sources Appendices, if any 9

10 Merchandise: Selection International Business Consumer Service or Product Single Line Industrial Service or Product Single Line 10

11 Merchandise: Rationale Customer Considerations, e.g., Market Demand Customer Benefits Company Considerations, e.g., Strategic Benefits Financial Benefits Accounting Benefits Operations Management Benefits Human Resource Benefits Competitive Considerations, e.g., Competitive Advantage 11

12 Country: Selection International Business Australia Another Country NOT the U.S. 12

13 Country: Rationale Customer Considerations, e.g., Market Factors Marketing Factors Company Considerations, e.g., Strategic Benefits Financial Benefits Accounting Benefits Operations Management Benefits Human Resource Benefits Marketing Benefits Competitive Considerations, e.g., 1 st /2 nd Mover Advantage 13

14 Market: Selection International Business Be as Specific as Possible Marketing to Everyone is like Marketing to No One Consumer Example: Cell Phones Industrial Example: Package Delivery 14

15 Country: Rationale Customer Considerations, e.g., Market Factors Marketing Factors Company Considerations, e.g., Strategic Benefits Financial Benefits Accounting Benefits Operations Management Benefits Human Resource Benefits Marketing Benefits Competitive Considerations, e.g., Under-Served or Unserved Market 15

16 Country Business Environment Analysis: Target Market Demand Factors Economic Environment Competitive Environment Demographic Environment Cultural Environment Regulatory Environment Natural Environment Technological Environment 16

17 Country Business Environment Analysis: Factors Affecting Firm s Ability/Willingness to Supply the Merchandise in the Country Economic Environment Competitive Environment Demographic Environment Cultural Environment Regulatory Environment Natural Environment Technological Environment 17

18 Country Business Environment Analysis: Resource Materials World Wide Web OSU Databases Which You Intern 18

19 Country Business Environment Analysis Do You Want to Market Your Merchandise in Your Selected Country to Your Target? If so, What Conditions Exist? 19

20 Course Schedule International Business Tuesday, 6/19: Course Introduction Thursday, 6/21: Merchandise Selection & Rationale Tuesday, 6/26: Country Selection & Rationale Thursday, 6/28: Market Selection & Rationale; Student Merchandise & Country Selection 20

21 Course Schedule International Business Tuesday, 7/3: Economic & Competitive Environments Thursday, 7/5: Demographic & Cultural Environments Tuesday, 7/10: No Class Thursday, 7/12: No Class 21

22 Course Schedule International Business Tuesday, 7/17: Regulatory Environment Thursday, 7/19: Natural Environment Tuesday, 7/24: Technological Environment Thursday, 7/12: Country Business Environment Analysis Due 22

23 Evaluation International Business Description Completeness Merchandise Country Market Environments: Economic, Competitive, Demographic, Cultural, Regulatory, Natural & Technological 23

24 Evaluation International Business Assessment Completeness Customer Demand Firm s Ability/Willingness to Supply Merchandise in Country Perceptiveness: Implications for: Customer Demand Firm s Ability/Willingness to Supply Merchandise in Country 24

25 Evaluation Communication Professionalism Content Clear, Concise Persuasive Format Grammar, Spelling, Punctuation Typed Double Spaced Brand & Student Name on Cover Sheet Sections Labeled Pages Numbered 25

26 Preparation & Submission Length NOT Evaluated on Length If < 20 Pages, then Probably Incomplete Format: Ms Word Document (.doc or.docx) Adobe Acrobat Document (.pdf) WordPerfect Document (.wpd) Due Date: 7/26 Submit Electronically to 26

27 Common Mistakes Content Problems Incomplete Analysis: Omitting a Section Inadequate Analysis: Omitting Effect on Customer Demand or Company s Ability/Willingness to Supply Merchandise Unsupported Assertions: Making Claims with offering Evidence Irrelevant Facts: Supplying Data Without Concluding its Impact of Customer Demand or Company s Ability/Willingness to Supply Merchandise Redundancy: Repeating the Same Argument or Facts Confusing the Assignment: Solving an Undefined Problem 27

28 Common Mistakes Format Problems: International Business Missing Labels of Major Sections Incorrect Grammar & Spelling Violating the Rule of Correspondence Their vs. There 28

29 Academic Integrity International Business Code of Student Conduct Applies to this Course Academic Misconduct Examples: Plagiarism Copying the work of another student Ignorance is no excuse Questions? See me BEFORE submitting your analysis 29

30 Course Contact Hours Tuesday & Thursday 8:45 12:00 Noon Lecture (No Textbook or Cases) Research. Free Internet Access: Classroom State Library of New South Wales Internship 30