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MT330 International Marketing Unit 6 All the World is a Stage MT330 – International Marketing Unit 6 Products and Services In the Global Market READINGS • Chapter 12: Global Marketing Management: • In this chapter you will be reading about the difference between international and global marketing management and the different strategies for market entry. • Cateora, P.R., Gilly, M.C., Graham, J.L. (2011). International Marketing (15th ed.). New York, NY: McGraw Hill. MT330 – International Marketing Unit 6 DISCUSSION QUESTION • Introduction • Developing new markets are a challenge for any company. As we have read in Chapter 12 there are a number of challenges and processes to succeed in a strange environment. • Visit the article about Starbucks entry into China in the Wall Street Journal (WSJ): • http://online.wsj.com/article/ SB10001424052702304604204575181490891231672.html MT330 – International Marketing Unit 6 After reviewing the article and the materials provided by the WSJ, answer the following Discussion Questions: • What are Starbuck’s Challenges entering into Asian markets? • What are the overall cultural differences for Starbucks to overcome in moving into China? • Express your opinion on the validity of Starbucks entry into China (Find a different references from the WSJ Article to support your opinion) MT330 – International Marketing Unit 6 ASSIGNMENT Pocari Sweat Market Entry - Otsuka Pharmaceutical Co., Ltd has evaluated the U.S. market and the increasing popularity of sports drinks and flavored water in the U.S. They feel that the time is right to introduce the benefits of Pocari Sweat to the U.S. public. FYI Pocari Sweat actually exits and is quite popular in many places in Asia MT330 – International Marketing Unit 6 Assignment (continued) • Video: Two Takes, Coke and Pepsi • The video is about how Coke and Pepsi adapt to the differences between their international markets. During the video, pay particular attention to the ways that Coke and Pepsi use to enter different foreign markets. It will take approximately 17 minutes. • 1) Do some research on U.S. cultural values on the Internet • 2) Conduct research on Pocari Sweat and then answer the following questions in an APA paper as a narrative: MT330 – International Marketing Unit 6 Assignment (continued) • Discuss ways that similar beverages are marketed in the U.S. based on the U.S. culture. • Given the different ways that the text and video give to enter a foreign market, determine the best way for Otsuka Pharmaceutical Company to enter the U.S. market and explain why. • Justify whether this product is a good match for the U.S. Market or not. Detail any changes you would recommend and explain why. MT330 – International Marketing Unit 6 UNIT OUTCOMES • Explain the differences between global and international marketing management. • Outline the tradeoffs involved with the different international market-entry strategies. • Relate the increasing importance of international strategic alliances. • Compare the business ethics in foreign markets. Thank You! Comments and Questions?