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The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
Assignments submitted through email will not be accepted.
Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page.
Students must mention question number clearly in their answer.
Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.
Assignment- 2Max Marks-10
Learning Outcomes:
Outline an understanding of the global competitive environment and the changing marketing practices. (CLO-2)
Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumer’s decision. (CLO-3)
Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. (CLO-4)
Case Study
Read the Chapter Case Study “Colonel Sanders would be Proud; KFC is a Global Brand.” from Chapter No- 8 “Global Marketing” Page No: – 272 and 273 given in your textbook “Marketing” (8th ed.) by Dhruv. Grewal and Michael Levy (2022) and answer the following Questions:
Which sociocultural factors have affected KFC’s global expansion? (2 Marks)
Compare KFC’s growth strategies in the United States versus China. (2 Marks)
Based on you understanding of the BRIC nations, should KFC consider expanding more aggressively into (a) India, (b) Brazil, and (c) Russia? What national features of these countries would provide reasons to support or contradict such an expansion strategy? (2 Marks)
Critical Thinking
Grocery chains such as Abdullah Al-Othaim Markets track consumers’ purchasing habits through store loyalty cards like Iktisab. These cards collect purchasing data and build consumer profiles. How can grocers like Abdullah Al-Othaim Markets use these data to create value for the firm and consumers? Chapter-10. (2 Marks)
Identify a specific brand of your choice from the local market that has developed a high level of brand equity. What specific aspects of that brand establish its brand equity? Critically examine based on the concepts discussed in Chapter-11. Chapter-11 (2 Marks)
Important Notes: –
Reading required: – Read Chapter 8, 10 and 11 carefully and then answer the questions based on your understanding.
For each question, you need to answer not in less than 150 Words.
Support your answers with course material concepts, principles, and theories from the textbook and scholarly, peer-reviewed journal articles etc.
Use APA style for writing references.
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