SUMMER BUSINESS PROGRAM INTERNATIONAL MARKETING Team Work

Transcription

1 UNIVERSITÀ DEGLI STUDI DI BERGAMO! SUMMER BUSINESS PROGRAM INTERNATIONAL MARKETING (A.A. 2016/2017) Prof. Mauro Cavallone Team Work

2 Team work Aim of this research study is to define the perceived marketing strategy of one of the following international companies (brands).

3 Team work You will make your analysis for the Italian market. You will work in a team of four or five students. You will deliver your power point output (two paper copy and an electronic one) to Professor Mauro Cavallone on the first day of classes (May 16th). American students will do the same for the American market. American and Italian teams will present their study to the class during the lessons in order to find similarities and differences in the company s marketing policies on the two markets. Don t forget to prepare three discussion questions for the class debate. The order of presentation will be defined on the first day of lesson. This research study is part (50%) of the final evalutation. International Marketing 2016/2017 3

4 Team work In the following pages there are some useful guidelines about: possible sources of information contents of the analysis For any doubt each team leader can contact: International Marketing 2016/2017 4

5 Steps 1. Compose 5 teams (with four or more members). 2. Choose one company (one different company for each team). 3. Collect information about your company s marketing activities. 4. Define company s perceived marketing strategy. 5

6 Steps 5. Sum up your study in a 15-page power point presentation. 6. Prepare 3 discussion questions for the class debate. 7. Deliver two paper and an electronic copy to Prof. Cavallone on the first day of the course (May 16th) 8. Prepare yourself to present the analysis to the class (15 minutes). 6

7 Information You can collect information from multiple sources: Internet (i.e. company s website) Ads (TV, radio, cinema, press, outside adv) In-store promotions (product trials, samples, gadgets, sweeptakes) Point-of-sale observations Sellers interviews Consumers interviews Others Remember that your focus is the company s marketing activitiy. 7

8 Perceived marketing strategy 1) Company s goals 2) Corporate values 3) Positioning: - need (what the consumer wants) - consumption occasion (when the consumer feels the need) - expectation (how the need can be satistied) 4) Marketing mix: - product (range, life cycle, brand strength) - price (level) - promotion (type of message, media mix, level of investment) - place (channels) 5) Approach to innovation 6) SWOT analysis 8

9 Useful advice- Introduction In the next slide you are going to find some information to create the output of the team work you are discussing in lecture room during International Marketing lessons. I suggest you to follow the advices carefully, in particular those about the information & data recollection in order to maximize your presentation. 9

10 Useful advice Your work will be worth more if you will insert documented interviews and extra activities. Your PowerPoint presentation (with a mandatory extension.ppt) will feature teaching notes for your discussion. The presentation can include videos (e.g. from YouTube). Make sure videos are online before the discussion, or alternatively, you are suggested to download them in your hard disk. You will hand in two printed colored copies, one slide for page and bound, to the Professor. If you change the presentation after handing it in to the Professor, your written work will be annulled automatically and your score will be zero. 10

11 International Marketing Evaluation Grid/1 MKTG STRATEGY U.S.A. ITALY Speaker Company s goals Corporate values Positioning: - need - cons. occas. - expectation Mktg mix: - product - price - promotion - place Approach to innovation SWOT analysis ORAL EXPOSITION 11

12 International Marketing Evaluation Grid/2 INFORMATION U.S.A. ITALY Speaker Internet Ads In store promotions Point of sale observation Sellers interviews Consumers interviews Others 12