final assignment

BUS240 International Business

Final Group Project – A (Failed) Case Analysis and Recommendations

The final group project includes two key deliverables

Overview Project Proposal

· Teams of 5 – 6 members each group

· Each team will select a failure case (International Brand). Teams will need to explain why the company failed/ struggling in their global business.

· Please find your own case [Do not copy from here]:

· Why is Walmart failing in Brazil?

· Why American cars failed in Japan?

· Why is Dunkin Donut failing in India?

· Why Starbuck failed in Australia?

· Why McDonald’s failed in Iceland?

· Why GM left India?

· Why Best Buy failed in UK?

· Why Amazon/ Google withdrew from China?

· Be careful with “Topic” selection and make sure there are some secondary data about the case.

Final Project Presentation

· Each student is required to complete a final project in which you investigate aspects of the strategic marketing management of a chosen failure business case, to extend a certain theory and model you learnt in class.

· Teams will evaluate the business’s current situation (E.g., How and Why it failed?) and marketing strategies and develop a NEW global marketing plan to achieve an identified objective.

· Each team’s final project is to include the following sections:

· Title page (full names, student numbers and participation percentages)

· Current Global Marketing Situation

· Situational Analysis (E.g., PESTLE Analysis)

· SWOT Analysis

· Objectives and Issues to be addressed (Consider any secondary data and supply chain as well)

· Global Marketing Strategy (Product, Pricing, Distribution and Communication strategy)

· Budgets

· Recommendation (E.g., Opportunities and Challenges)

· References and Exhibits

· The proposal involves developing a new global marketing plan (Marketing Budget: First year CAD 90,000- and Second-year CAD 70,000) for a specified product, either a good or a service.

· A final presentation of 25 - 30 minutes.

· The project will be evaluated based on the following criteria:

1) quality of data collected,

2) the depth, rigour, and creativity of analysis,

3) the application of relevant course concepts, and

4) Implementation feasibility of the recommendations.

· The project will involve a strategic marketing presentation. Any supplemental material, e.g. newsletter, pamphlets, etc. are helpful in adding richness to your project. However, keep in mind that the purpose of this project is to allow you to use the concepts you will learn in this course and apply them to a real-world situation.

· Create a PowerPoint presentation emphasizing the aspects most important to a board of directors. In short, the PowerPoint presentation is a persuasive argument for management to accept the final Global Marketing Plan, NOT a summary of the written plan.

· An indication of the percentage of contribution by each student. The following is an example. Certainly, an equal contribution by each member (e.g., 20% each = 100%) is absolutely desirable.

Student name and number	Percentage contribution
Student A, 00001	20%
Student B, 00002	20%
Student C, 00003	20%
Student D, 00004	20%
Student E, 00005	20%

· Powerpoint slides submission by email