International Marketing Term Paper

Due DATE: APRIL 4TH - WEDNESDAY

15 – 20pages

Term Paper Artifact 

Students will individually write and submit a research project featuring a company and the economy, culture, and laws of a particular country in which that company does International Marketing. This project will incorporate strategic models introduced throughout the course and will demonstrate the student’s ability to understand and properly apply strategic concepts to an ongoing marketing project in another country. Parameters and guidelines for the strategic assessment are as follows:

Subject:

Subject to the approval of the professor, the student will choose a corporation and country he or she is considering working for to be analyzed by that student individually.

The choice of firm for analysis, or focus of the capstone project within a given firm, should be directly related to the student’s major area of study.

Per the instructor’s preference, the submitted analysis will be of the firm’s corporate or business level strategy for marketing in that particular country.

Publically traded corporations are generally preferred due to the availability of information. 

Content:

Project should explicitly instruct the student to apply strategic analysis models to the chosen firm.

Situational analysis of the firm should include:

A brief overview of the firm, including a mission/vision analysis

Internal analysis of strengths and weaknesses, including a relevant financial analysis (balance sheets for last 3 years must be included)

External analysis of firm opportunities threats

Industry analysis using Porter’s Five Forces or other relevant model.

Net assessment and critique of the viability and strategic potential of the firm’s current strategy, or an elucidation and evaluation of the strategic alternatives available for recommendation by the student.

Required parameters:

15 – 20pages, double spaced, typed, 12 pt. font, 1”margins.

MLA format. To help ensure consistency, during the quarter, the instructors will schedule the ASC to discuss the MLA format and plagiarism with their students.

Research materials should be high-quality sources such as those available through the library online databases. A representative of the library will be scheduled to discuss database availability and information sources.

Project should be well organized and encompass the above subject and content guidelines