There are many reasons why companies go global in their operations: growth ( finding new, untapped markets for the company's existing products), efficiency (looking for economies of scale or economies of scope, using lower-cost resources), knowledge (getting skilled labor and talent in other countries, acquiring technologies), competition (grasping first mover advantage in the new markets), etc.

The trend toward globalization usually occurs at selected stages of the value chain. Either the company decides to enter a new market in a different country and start by opening a representative office or a distribution center, or it decides to procure its products and services internationally and sets up a purchasing unit in closer to the new suppliers, or decides to outsource part of the production. But if the company is successful in its growth strategy it will likely end up having to manage operations in a global context.

The course will leverage on the fact that it is taught in Shanghai and use china as an example, so, we will explore global operations issues both for Western companies operating in China and for Chinese companies going to Europe or America. You will have the opportunity to contact managers of companies based in those areas.

Part 1 : Marketing Goals/ Expected outcomes – 150 words

Written suggestions: Briefly describe what the important results your product/ service/ offer is expecting to achieve (increased sales, etc.) How will you measure your success (monetary amount/ value of sales, etc.)

Part 2: Target Market Description – 150 words

Written suggestion: you must also provide a a detailed profile of the demographics of your intended target market – who will you be attracting? You should include at least the following information about your intended target market.

• Age
• Social status
• Family status
• Income
• What does the customer what from you product/ service/ offer?
• Unique needs, attitudes, behaviors
• What needs will your product/ service/ offer satisfy? How will you meet those needs?
• Attitudes (budget conscious m tight budget or easy spender)
• Information needs (what do your investors need to know about your business? Where will you provide it ?
• Media Preferences ( TV, social media, print)

Part 3: Marketing Mix Descriptions

Part 3.1 Name/ logo/ Slogan – 100 words

Written suggestion: Describe your product / service/ offer name, logo, slogan/ tag line, etc. Include why you selected this name and design. How does it promote the image of your product/ service / offer? Discuss the impact of your tag line on your intended target market segment. Also explain how you will incorporate this element into your marketing efforts.

Part 3.2 Merchandising – 100 words

Written Suggestion: Business offer a variety of novelty items to drive sales. This section of your report should include a description of the type of merchandise you plan to sell with your product/service/offer name on it. you must not only list the type of merchandise, but also answer all parts of the marketing mix of them. (where will you sell? At what price? How will people know your merchandise? What will be available?

Part 4: Positioning – strategic partnership or sponsorship – 100 words

Written suggestion: Explain what is unique about your target market and how you plan to address this. What about your product/service/offer or your marketing mix are the unique and identifying qualities that are important to your target market?

Many business endeavors team up with other well-known business/ celebrity to identify with potential customers. Name two major companies/celebrities that your business will partner with for marketing purposes. Explain why you chose these companies/Celebrities and the benefits to both your product/service/offer and the companies/celebrities.

Explain why this is a beneficial partnership for both of you.

What are your plans for employing their name/image with respect to your marketing efforts? Explain what they will do to promote your product/service/offer and how you will recognize them.

Part 5: Product/Service/Offer – 100 words

Written suggestion: Describe your product/service/offer. Describe your ideas and justify your pricing decisions, what is the value of your product/service/offer to the customer?