Genting Berhad is principally an investment holding and management company. While the Company was incorporated in 1968 and listed in 1971, the Genting Group was founded in 1965 when its Founder, the late Tan Sri Lim Goh Tong started the journey to realise his vision of building a mountaintop resort in Malaysia. Today, the Genting Group comprises Genting Berhad and its listed companies; Genting Malaysia Berhad, Genting Plantations Berhad and Genting Singapore Limited, as well as its wholly owned unlisted subsidiaries Genting Energy Limited and Resorts World Las Vegas LLC. (Source: www.genting.com)

The aim of the assignment is to demonstrate your understanding of how a global corporation such as Genting Berhad strategically manages its marketing operations across global markets and cultures.

Your Report should identify as a minimum explanation of the following areas:

Recommended future marketing strategyfor Genting Berhad

Further information and guidance:

Identify the Genting Berhad's market position and its strategy in the global marketplace. You will need to gather information on its products, pricing, global communication, and its location strategy.

Explain whether the company is a market leader, market challenger, market follower or a nicher and establish its ethical roles in the world market. This will enable you to consider the company's future strategic direction globally.

Identify the cross cultural implication of the company's global marketing operations and discuss its position with respect to marketing ethics.