INDIVIDUAL ASSIGNMENT (10%)
Please choose one topic out of the following three:
1. When looking at factors influencing consumer behaviour, the CMO of a multinational company said “Failure to adjust to cultural differences can result in ineffective marketing or embarrassing mistakes”. Do you agree or disagree with this statement and why? Illustrate you answer with examples. 2. Choose a fast moving consumer goods (FMCG) company in Vietnam. Analyse the marketing environment of that company. 3. Choose a service company operating in the Vietnamese market. Conduct a research to examine its Segmentation, Targeting and Positioning strategies.
You are required to write your assignment in an essay format to discuss one of the three topics above. In order to complete this assignment, you are expected to conduct a primary and/or a secondary research and critically apply marketing theories in analysing real-life examples. Extra mark is given for critical thinking and primary research. Please also include the evidence for your primary research in the appendix. It should be the transcript of your interviews, interview questions and related materials. The length of the individual assignment should be 1000 words (± 10%) excluding appendices. All assignments should be typed and set 1.5 line spacing with 10-point Arial font. You must submit both a hard copy and an electronic copy of your assignment. Due date: Slot 17. A deduction of 10% of the assignment mark will be applied for each day of late submission.
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