Business & Finance - Marketing WK 6 Assignment

Assignment: Course:

7/19/2024 11:02:12 AM

BUS622 Week 2 Sample Paper Roman (1) (1) (2) (3) (3) (2) (1) (2) (1) (1) (2) (1) (2) (3) (1) (5).docx

Week 2 - Assignment BUS622 BUS622: Global Marketing (FTB2427C)

Lorraine Cigainero

View markup for Teameco Broughton WK 2 Global Expansion Strategy for Airbnb.docx

Hi Teameco Your paper was turned in on time. The Turnitin score was good at 8% Overall, the APA was good. In the future will have a lot of visuals and I did enjoy the visuals you added. You can also add visuals such as maps, charts, diagrams, ads, SWOT or any other visual. I suggest looking at the United Nations and World Trade Organization and doing a Boolean search AIRBNB and South Africa.

You will also have some luck by looking at the Chamber of Commerce for South Africa and AIRBNB and seeing what issues are listed. You should find a list of articles, visuals and information that will help in the upcoming papers.

You did not mention the SWOT. Where was the SWOT was presented in a color grid? I realize that it was not specifically asked for but I mentioned it in class in all of my feedback, Feel free to add it in whenever you have an opportunity (and certainly in the final paper) because the executives are looking at information in a snapshot or at a "glance" and want to know the true challenges as they look through the material. I want to say just a few words about the content of the abstract and the executive summary. The abstract tells what the overall topics of the paper are. The abstract is short, but it gives the description of what is found in the paper. The executive summary tells the highlights of what is in the marketing plan, the focus and strategy, the highlights. The executive summary will be longer than the abstract because it is hitting the highlights (hooking the company executive or perhaps investors and showing them what is possible in the new country or with the new product). Later in the plan you will have a section for the items you mention in the executive summary where you give the full detail but, in the summary, you are hitting some (not all) the highlights. You are selling the company on the idea of how and why they should make this huge investment in the product, country, or both. Think of the executive summary as your "elevator speech". In other words, if you get into an elevator with an investor, what would you say on that short elevator ride to get their attention and make them want to hear more? Now you can see the reason I have requested titles be used throughout the paper as the work would be hard to follow without labeled sections. In a real marketing plan, there are titles and visuals throughout because you want sections to be easy to find and you want visuals to represent the data when appropriate. Also, in a real-world work environment when you use titles throughout your paper the computer system creates a table of contents for you so that people in your meeting can easily find the sections. A marketing plan without titled sections would not even make it to the table as it would take too long to fish through and read everything to figure out what is there and what is missing.

In real life you would work on a team and each person has a special area of research that they are pulling together. In the plan there will be ad samples, demographics, charts, tables, maps. We are doing a very scaled back version in this class. *If you want more of the teamwork experience, reach out to classmates who are also doing AIRBNB or South Africa both and work with them in Global Campus Café and share resources. Each person writes their own paper, but they are dividing up the research and each taking one small part and then sharing the results with the entire group, including the full citation and visuals of the information they found. It is certainly not required that you work in a group, but it does enhance the learning and it saves you a lot of work.

The political climate in a country might change a lot more frequently than the regulations that manufacturers must meet. One example I can give you on regulations is the difference between owning a car in Illinois as opposed to California. Cars registered in California must have an annual inspection and must be equipped with special smog equipment. You could purchase a new car in Illinois and drive it to California as a visitor, but you would never be able to register or insure the car in California. During the entire time they have had these regulations there have been several different political climates. States (and countries) that experience more noticeable climate change affects will have more rules, regulations, and requirements.

Another aspect that we have not touched on in class that will 100% be a part of every person's life on the planet going forward is sustainability. As I mentioned above looking at the over region is very important especially in countries that support rainforest. I'm asking that you really look at the companies' impact on the community and if there are opportunities to reduce, reuse, recycle or develop other sustainability programs to AIRBNB sustainability efforts. Company programs that are built with sustainability at the heart in all aspects of the company including marketing and advertising will have a leg up. Any time we consider a country like one of the African countries we need to go over the top on sustainability concerns as this goes right to the heart of our planet. The majority of the rainforest are located in African countries. Any company wanting South Africa to enter needs to have the protect the Rainforest as a priority. What I tell students is to take all of the items from the assignment description and make each item in the paper and then add sustainability as well as SWOT and you will always be a little closer as long as you are loaded up on visuals. You have to keep in mind that this should be a very visual plan. To improve for week 4 (because week 3 doesn't have a paper) please work on a journal and any notes that will help you going forward. Make sure future papers are full of visuals. You can find ads at YouTube and type in the ads you want to compare. Also, Airbnb - I recommend keeping up with your Folio and adding to it in each class and also, keeping a journal. In a journal I usually suggest that you save all of the lists of resources for the class (books, articles, video, PowerPoint) as these are a good review as well as resource for future classes and work projects. Just cut and paste the entire resources section with the required and recommended resources. I realize this may be different from what most instructors will tell you but this is real world, you will use this information again. To get to Folio please click on your profile picture and then select Folio from the dropdown list. Folio is a portfolio of your best work and final papers for each class. If you are asked for a writing sample or a portfolio of your work as you move through your career you will have a great selection by the time you are through the program. Each week you are building a separate part of this plan so at the end of this class you will have a sample of what a marketing plan would look like for more companies. You will be including ads and visuals each week. You will use everything from week 2 through 5 to compile for week 6. Many of the DQ's could also be of use because the topics researched overlap with the marketing plan. Because you are using parts of your past work to make week 6 final paper, it will drive your Turnitin score up (perhaps as high as 30%). Please know that it is expected for the Turnitin score to go up each week. I'm attaching a sample paper. This sample paper happens to be on Target expanding to Mexico. As always, I'm available, just an email away so send me your questions. Add visuals and tell the reader at the very start why AIRBNB would be happy to enter South Africa. Remember that the ES and the SWOT are really spelling out the rational as to why this is a good idea. Thank you, Dr. Cigainero

( 0.75 / 0.75) Identifies a Large Company for a Global Marketing Strategy

Distinguished - Clearly and accurately identifies a large company for a global marketing strategy.

( 1.50 / 1.50) Constructs an Environmental Analysis for the Chosen Company in the Global Arena and Regarding the Five Topics

Distinguished - Thoroughly constructs an environmental analysis for the chosen company in the global arena and regarding the five topics.

( 1.50 / 1.50) Identifies a Country in One of the Three Regions for the Company to Expand

Distinguished - Clearly and accurately identifies a country in one of the three regions for the company to expand.

( 1.32 / 1.50) Explains the Rationale for Selecting the Country Considering the Seven Criteria, and Analyzes How the Criteria Impacted the Decision to Expand to That Country

Proficient - Explains the rationale for selecting the country considering the seven criteria, and analyzes how the criteria impacted the decision to expand to that country. Minor details are missing.

( 0.50 / 0.50) Written Communication: Control of Syntax and Mechanics

Distinguished - Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.

( 0.25 / 0.25) Written Communication: APA Formatting

Distinguished - Accurately uses APA formatting consistently throughout the paper with the application of scholarly sources to support the subject matter.

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Teameco Broughton

8/7/24, 4:32 PM Waypoint - Feedback

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( 0.25 / 0.25) Written Communication: Page Requirement

Distinguished - The length of the paper is equivalent to the required number of correctly formatted pages.

( 0.25 / 0.25) Written Communication: Resource Requirement

Distinguished - Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

( 0.50 / 0.50) Critical Thinking: Evidence

Distinguished - Employs persuasive and applicable information from scholarly sources to develop an ample analysis or synthesis of the topic. Viewpoints of experts are scrutinized thoroughly. Overall Score: 6.82 / 7.00 Overall Grade: 6.82

8/7/24, 4:32 PM Waypoint - Feedback

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