International Strategic Marketing Management
Course Number 241.013
Ao.Univ.Prof. Dr. Barbara Stöttinger
Wirtschaftsuniversität Wien
Internationales Marketing und Management
Augasse 2-6
A-1090 Wien
Tel: ++43-1-313-36-5103
Fax: ++43-1-313-36-793
E-Mail: Barbara.Stoettinger@wu-wien.ac.at
http://www.wu-wien.ac.at/imm/
1. Course Objectives:
The course focuses on strategic aspects of global marketing. It aims
to develop strategic thinking in a global marketing context and will
provide you with an opportunity to sharpen your written and oral
presentation competencies. Utilizing a teaching approach that mixes
cases, class discussions and group workshops, you will learn key
concepts and tools used in solving global marketing problems.
2. Required Materials:
Hollensen, Svend (2007): Global Marketing:
Approach, 4th ed., Prentice Hall, London.
A
Decision-Oriented
This book is recommended reading for students to supplement in-class
work and facilitate preparation of case and assignment work.
3. Assessment:
The final grade will be based on:
Individual Assessment
• Case summaries
• peer review
Group assessment
• presentation of the
group project
• advertising
assignment
30%
15%
35%
20%
The following evaluation scheme is applied:
Grade
1
2
3
4
Failed
Point
s
> 90
89-75
74-65
64-51
50
and
below
Peer Review – 15%
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Each team member is required to submit a peer rating form. This form
is to contain an evaluation of each team member with the exception of
you. The form will be kept in strict confidence.
The peer rating is based on a total awardable point base of 100 points
for all team members other than yourself. You should award the 100
points among your team members based on a consideration of the
following:
1. Willingness of the individuals to carry out jobs assigned.
2. Ability of the individual to meet deadlines.
3. Cooperation with other team members.
4. Quality of the individual’s work.
5. Individual’s overall contribution to case reports and
completion of the group project.
Case Summaries - 30%
Prior to the discussion of each case in class, everyone has to hand in
a typed analysis of three pages (Arial 10 or larger) answering the
assignment questions.
PLEASE NOTE THAT ONE OF THE CASE SUMMARIES (Unilever in Brazil)
IS ALREADY DUE ON THE FIRST DAY OF CLASS !!
Unilever in Brazil
•
•
•
•
Please carry out a PEST analysis with the case data
Analyze the competition in the market
Provide a customer analysis
o Who are our current and potential customers?
o What do they do with our products?
o Where do they buy our products?
o When do they buy our products?
o Why do they choose our product? Why do they NOT buy our
products?
Identify strengths and weaknesses of Unilever in the market
IKEA invades America
-
What factors account for the success of IKEA?
What do you think of the company’s product strategy and product
range? Do you agree with the matrix approach described in
Figure B of the case?
Despite its success, there are many downsides to shopping at
IKEA: What are some of these downsides?
IKEA’s Vision Statement (in Figure C of the case) describes how
the company seeks to build a “ partnership ” with its
customers. What do you think of this vision statement?
Zara – Fast Fashion
-
-
How well does Zara’s advantage travel globally?
What do you think of Zara’s past international strategy?
Evaluate, in particular, its past strategy for (product) market
selection, its mode of entry, and its standardization of its
marketing approach.
What is the best way to grow the Zara chain? How, specifically,
do you see prospects in the Italian market? And more broadly,
what do you think about the strategy of focusing on Europe
versus making a major commitment to a second region?
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Group Project – 35%
The objective of this project is to provide you with experience in
developing a strategic marketing plan for introducing a product or
service into a specific region. The project allows for applying the
theoretical knowledge acquired in the theory sessions and practical
examples on a real-life challenge.
In the first session, you will be provided with brief introduction
into a set of companies (where you choose one for your project). Your
task for the seminar will be to select an attractive market in the CEE
region for the products the company is offering and prepare a
marketing plan for market entry. You are expected to utilize data
resources available on the Internet, the JKU library etc. to
substantiate your analysis and recommendations. You will present your
analysis and recommendations at the end of the course in a plenary
session.
Time: 20 min presentation & 10 min Q&A for each group
Further details on the project will be provided in the first session.
The group project will be evaluated based on the following criteria:
Content:
• Thoroughness. Analysis hits on all major, relevant topics.
• Focus. The key issues are identified and illuminated.
• Sound argument. The content is logical and internally consistent.
The audience may not necessarily agree with your conclusions and
recommendations, but he/she will understand how you got there and
respect your argument.
• Makes the point. Summarizes findings and/or conclusion for the
audience.
Presentation Style
•
•
•
•
•
Presenters Knew the Material
Presenters Made a Professional „Appearance “
Presenters Demonstrated Conviction for Their Topic
Use of Visual Aids Contributed to Audience’s Understanding
Team Fielded Questions Adequately
Advertising Assignment – 20%
Please prepare in your group company examples, where companies use a
•
•
•
global (standardized) approach to their
marketing/communication activities (same products, same
media message, etc.)
Adapt marketing activities to the local environment
Identify examples where the product/brand would not lend
itself for internationalization
Provide all sorts of „evidence “ for your findings (photos, videos
clips, TV spots, newspaper ads, store checks) and prepare a short
ppt-presentations with your findings and provide reasons, why you
think the companies selected the approach they took.
Further details will be discussed in the first session.
4. Instructor's Bio:
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Dr. Barbara Stöttinger is Associate Professor at the Institute of
International Marketing & Management and Academic Director of the
Professional MBA Marketing & Sales at Wirtschaftsuniversität Wien.
Prior to joining the WU, she gained industry experience as a product
group manager and in consulting industrial and consumer good
companies.
Dr. Stöttinger has extensive experience as a lecturer and executive
educator in Marketing and International Marketing, e.g., at Texas
A&M University (U.S.), Aston Business School (UK), Ecole Supérieure
de Commerce, Bordeaux (France), University of Ljubljana (Slovenia),
the University of Economics, Prague (Czech Republic), the
International MBA program (Outstanding Teaching Award, 2000, 2002,
2008) and other Professional MBA Programs at Wirtschaftsuniversität
Wien. Since 2007, she has been serving as Academic Director for the
Professional MBA Marketing & Sales at WU Executive Academy.
Her research interests include international consumer behavior and
international pricing issues. Her work has been published in leading
journals such as Journal of International Marketing, Advances in
International Marketing, International Business Review, Management
International Review, Marketing Education Review, Psychology &
Marketing, Journal of Consumer Behavior and International Marketing
Review. She is also co-author of a textbook of Global Marketing
Management (in German, with Warren J. Keegan and Bodo B.
Schlegelmilch, Oldenbourg, Munich, 2002).
5. Schedule:
Date
13 March
2009
8:30 –
11:45
HS 16
Content
Introduction into the Course, Objectives and Schedule
Globalization & Internationalization of Firms, Drivers
& Theories
The Global Marketing Environment I (Economic &
Political Environment)
The Global Marketing Environment II (Social &
Technological Environment)
Doing Business in Emerging Markets
CASE: Unilever in Brazil – Part I
13 March
2009
Background Readings:
13:45 –
17:00
HS 15
•
Arnold, D., Quelch, J. “ New Strategies in Emerging
Markets. ” Sloan Management Review, 40, no.1 (1998):
pp. 7-20
•
Khanna, Tarun; Palepu, Krishna G.; Sinha, Jayant
(2005). “ Strategies That Fit Emerging Markets, ”
Harvard Business Review, June 2005, Vol. 83, Iss. 6,
p.63-76
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14 March
2009
8:30 –
11:45
HS 15
Market Assessment & Selection
Global Marketing Research
Segmenting, Targeting and Positioning in a Global
Market
Entry Modes & Decision Criteria (when to pick what)
27 March
2009
8:30 –
11:45
HS 2
Designing and Managing Global Products & Services I
Background Readings:
•
Holt, Douglas B.; Quelch, John A., Taylor, Earl L.
(2004). “ How Global Brands Compete,” Harvard
Business Review, September 2004, Vol. 82, Iss. 9, p68-75.
Designing and Managing Global Products & Services II
CASE: IKEA invades America
27 March
2009
13:45 –
17:00
HS 15
28 March
2009
8:30 –
11:45
HS 15
3 April
2009
8:30 –
11:45
HS 16
3 April
2009
13:45 –
17:00
HS 16
4 April
2009
IKEA’s goal was to have 50 stores in operation in the
United States by 2013. Already, IKEA was the fastestgrowing furniture retailer in the country. As one
analyst put it, “ Not only does IKEA have monster
stores and great prices, it has also created a unique
niche. ” IKEA’s Mr. Dahlvig added, “ T he more stores we
build and the more we increase our market share, the
more we have to find ways to appeal to a broader
public. ”
Designing Global Marketing Communication Activities
Student Presentations
Global Pricing
CASE: Unilever in Brazil – Part II
Global Distribution
CASE: ZARA – Fast Fashion
Presentations – Student Projects
8:30 –
11:45
HS 15
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