IP 4
Visit the MKT660 Library Research Guide http://careered.libguides.com/university_AIUOnline/Marketing
Review pages 40 through 52 and find 3 companies, one of which must be non-US-based, with operations in more than one country, or region of the world. Using articles from the library’s full-text databases and the companies’ Web sites, prepare an analysis of the companies and their multinational marketing strategies. Your analysis should include:
- Brief company profile
- Scope of operations (e.g., manufacturing, research & development, sales office and/or service representation)
- Marketing strategy for each of the countries/regions in which it operates
- Differences among the company’s marketing strategies per country/region (e.g., how differences in cultural values affect product development)
- Similarities among the company’s marketing strategies per country/region (e.g., they may use local advertising agencies to produce their advertising campaigns)
IP 5
Research articles on the two companies linked below. Use the companies’ Web sites and the Library’s full-text databases to perform this research. Use this information to answer the questions below.
The two companies you must research are linked here:
- Airbus: http://www.airbus.com/
- Boeing: http://www.boeing.com/
Answer the following questions:
- Provide a summary of their product development strategy.
- How does Airbus’ strategy compare with Boeing’s?
- Who else is competing for the high-speed jet liner?
- How can Airbus spread some of the risks inherent in their ventures?
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