QUESTION 1
KFC is the largest fast food brand in China with over 5,000 stores across 1,100 cities (Businessinsider,
2019). Evaluate the factors that have contributed to KFCs success in China and assess whether you
feel they will continue to be successful in the future. Note: in your answer you should refer to both
the written and video case study material.
(25 marks)
QUESTION 2
Answer both (a) and (b)
(a) Critically evaluate some of the political and economic challenges that global companies face
when entering a new market.
(20 marks)
(b) Many global companies such as Starbucks, Apple and McDonalds have entered China in
recent years. Evaluate the specific challenge that a US company might face entering China in
today’s political environment.
(5 marks)
Total (25 marks)
QUESTION 3
Answer all parts
The Uppsala Model, Born Global and Network Model are three theories that help to explain the
internationalization process of firms.
Evaluate any TWO of the three theories mentioned above. Show ONE company example for each
of your chosen models to help illustrate your answer.
(a) The Uppsala Theory
(12.5 marks)
(b) The Network Model
(12.5 marks)
(c) The Born Global Model
(12.5 marks)
Total (25 marks)
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QUESTION 4
Answer both (a) and (b)
Market research is the organized effort to gather important insights about consumers’ needs and
preferences. While traditional methods of market research remain important there has also been a
growing number of new innovative approaches to market research now available.
(a) Choose TWO of the following traditional/non-traditional approaches to market research
approaches from the list below. Then evaluate the particular approach and give an example
of how it could be used in practice by global marketers.
(i) OBSERVATION
(ii) SURVEYS
(iii) CROWDSOURCING
(iv) FOCUS GROUPS
(v) SOCIAL LISTENING
(20 marks)
(b) Identify any three ways that technology has impacted the global market research industry.
(5 marks)
Total (25 marks)
QUESTION 5
You have been hired as a consultant by Insomnia – an Irish chain of coffee shops. Having seen the
recent success of Starbucks in India they are keen to consider it as a future investment location. They
have asked you to write a report advising them on the cultural implications of operating their coffee
chain in India. Using the 5 Elements of Culture as your structure (Cateora and Graham) write this
report. Note: your answer should attempt to provide specific recommendations in the case of India.
(25 marks)
QUESTION 6
Answer both (a) and (b)
(a) Use the message communication process as a framework to help explain the steps involved
in developing effective marketing communications campaigns.
(15 marks)
(b) The annual Clio Awards recognise creative excellence in marketing and advertising. One of
the awards categories each year is for “Best Integrated Marketing Campaign”. Evaluate the
importance of Integrated Marketing Communications. Use an example (or examples) of
recent Clio Award winners and show why they might have been recognised for excellence in
Integrated Marketing Communications.