MKT4220: You are advised to gather information using both annual reports and other published sources: Global Marketing Assignment, IIU, Malaysia


INTI International University (IIU)

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MKT4220: Global Marketing Assignment

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In this assignment, you are required to choose a multinational company with which you are familiar to research and carry out the following tasks.


You are advised to gather information using both annual reports and other published sources about the company.

The aim of the assignment is to demonstrate your understanding of how a global corporation strategically manages its marketing operations across global markets and cultures.

Your Report should identify as a minimum explanation of the following areas:

1. Markets and positioning in those markets
2. Competitors and it competitive position against them
3. Marketing mix strategy in its chosen markets
4. Recommended future marketing strategy

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Further information and guidance:

  • Identify the company’s market position and its strategy in the global marketplace. You will need to gather information on its products, pricing, global communication, and its location strategy.
  • Explain whether your company is a market leader, market challenger, market follower or a nicher and establish its ethical roles in the world market. This will enable you to consider your company’s future strategic direction globally.
  • Identify the cross-cultural implication of your company’s global marketing operations and discuss its position with respect to marketing ethics.

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