Global Marketing

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Global Marketing Report

GLOBAL MARKETING REPORT

RUNDLE AND COOK COUNSULTING GROUP

Authors

Dr. R. Makawa
R Dool
20th March 2012

[Not included in word count]

Table of Contents

Executive summary3

1.1Introduction [very brief]7

1.2Global Marketing: Brief Overview brief]7
1.3 Globalisation ……….……………………………………………………………………………………………………….5

1.4Geo-political Issues8

1.5Emerging MarketsError! Bookmark not defined.

1.6Corporate Social Responsibility9

1.7Main Challenges and OpportunitiesError! Bookmark not defined.

1.8Summary and Conclusion9
APPENDICES………………………………………………………………………………………………………………………………8

List of Tables

Table 1:BRICS GDP Figures.………………………………………………………………………………………………………………5 Table2: Trends in Globalisation..…………………………………………………………………………………………….…………9

[Not included in word count]

List of Figures

Figure 1: Potential Growth in Sales………………......……………………………………………………………………………10

[Not included in word count]

Executive Summary

An executive summary is a brief overview of a report giving readers a quick preview of its contents. Its purpose is to consolidate the main points of a document in one place. After reading the summary, your audience should understand the main points raised in the document and showing supporting evidence without having to read through the whole report.

Important Points to Notes

• The executive summary should quickly and clearly answer the initial questions that the executive manager asks when picking up the Report.

Why was the audit commissioned?

What was examined and when?

What opportunities, challenges and mitigating strategies (缓解策略) for global marketing were found?

What do the findings mean and what are the conclusions and recommendations

• Make the summary concise, but be sure to show why you have arrived at your conclusions

• Don’t introduce any new information that is not in your report

Global Marketing Assignment Guidelines

1 Introduction [very brief]

• Purpose of the assignment [usually a repeat of key points raised in the assignment remit].

• The structure of the assignment [an outline of the sections covered in the report]

-globalisation: Brief Overview

-the changing geo-political environment

-emerging markets

-trends in technology

-growing awareness of social corporate responsibility

-Key opportunities, challenges and strategies for global marketing

-Summary and conclusion

1.2Globalisation Process: Brief Overview

• The nature and content of globalisation

• The convergence thesis and the related debate

• The challenges and opportunities for global marketing

• Implications for global marketing – the standardisation-adaptation debate

Standardisation

Adaptation

• The centralisation-decentralisation of decision making debate

Centralisation

Decentralisation

1.3The Changing Geo-political Environment

• Key definitional issues and debates

• The global changes in political, economic, social and military power- the emergence of the USA as the only super-power

Political

Economic

Social

Military power

• The demise (终止) socialism (社会主义) and the rise of democratic (民主的) forms of governance

• Implications(影响) for global marketing

• Challenges, opportunities and global marketing challenges

3 Emerging Markets

•...
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