Theme: Choose a global company/brand in theFortune 500or a member of the Hang Seng Index, apply global marketing theories to

1. Identifya global product and service, brieflyintroducetheir marketing strategies and mix in the home country;
2. Choosea new country amongthe emerging marketsto expand these products/service to, andexplainWHYit has good marketing opportunity;
3. Formulateaglobal marketing plan, including its Segmentation, Targeting and Positioning strategies in the host country, discussing thestandardized (or extended)andadapted(or localized)parts in the Product/Price/Promotion/Place decisions.

Content requirement 1

• Conduct a SWOT analysis based onthe task environment.In particular, use thePESTLEmodel as the basis for analyzing external factors. You are expected to consider content such as:
• thesocial and cultural environment, check the scores in Hofstede's six cultural dimensions, and analyse the cultural similarities and differences between the home and host countries; consider theenvironmental sensitivityof the product, and see to what extent you may need to adapt the product.
• theeconomic environment, check the GNI per capita and the different (or similar) economic development stages of the home and host countries; then analyse theproduct saturationlevel in the new potential market, and other different contextual factors, such asconsumers purchasing power and spending patterns, etc.
• theeconomic system & political environment, analyse the similarity and difference,favourable or unfavourablepolicies/rules/regulationsin the business environment, competition situations, etc.

Content requirement 2

Your global marketing plan must be able to use the insights generated from SWOT to answer the following questions:

• Why pick this country (or region)?
• Which segment of the market are you targeting?
• What insights can you generate from your target customer's demographics, psychographics and behavioral analysis?
• How the local marketing strategies differ from your home country's?
• Remark: Your answers must include application of the relevant global marketing theories and principles.