3010MKT Global Marketing Faculty of Business and Law

Question:

Timing and arrangements of the Exam

The exam paper will be released at 06:00 GMT via AULA. The exam script has to be submitted by 22:00 GMT through the submission link in AULA. No paper copies are required. You can access the exam paper, answer sheet, and submission link through the module page on AULA.

Ensure you answer the exam on the answer sheet provided on AULA.

Your exam paper will be given a zero mark if you do not submit a copy through the submission link. Please take care to ensure that you have fully submitted your work. 

Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.

All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero. 

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Plagiarism

By submitting this work, I confirm that this is my own work and that I have:

Clearly referenced/listed all sources as appropriate 

Not made any use of the work of any other student either past or present

Not sought or used the help of anybody else (including external professional academic agencies) for the work 

I understand that any false claim for this work will be penalised in accordance with the University regulations.

This is an open book examination

1.Tesla is a world-renowned corporation known for its state-of-the-art technology for producing fully electric automobiles, along with many other energy efficient and sustainable products. In a word where sustainable progress is the future, Tesla is the leader. It has its factories operating mainly in the United States of America, followed by Europe (Netherlands and Germany) and in China.

a.Using PESTLE analysis, explore whether India or Kingdom of Saudi Arabia suits Tesla more to establish another ‘Gigafactory’ (as Tesla calls it) in. Please give logical and academic justification on why you think one country is a better option than the other.

b.After evaluating the macroenvironment, suggest two most suited entry modes which Tesla can adopt to enter the country. Give detailed explanation of these modes and provide logical and academic justification on why you think Tesla should choose them.

2.McDonald’s is one of the world’s leading fast-food chains. It is in most parts of the world and is the world’s leader in fast-food franchising. One of the reasons of its immense success is its ability to maintain a global image as well as to adapt to local culture.  While it has the same outlook, uniforms, and menus across all its franchises, the local tastes might differ, the languages certainly change, and so do the cultural manifestation.

What is meant by a high-context and low-context culture? With reference to McDonald’s discuss why is it important to know whether a culture is high or low context and what special modifications does McDonald’s have to make within its promotional mix (advertising, sales promotion, public relations, direct marketing, and personal selling)?

3.Information is a key resource for the success of any firm, whether local or international. It helps firms keep abreast of the latest happenings, predict the future, and take informed decisions. Gathering information in global marketing has its own set of issues:

a.Discuss when a centralised and decentralised marketing research shall be adopted by a firm? What are the strengths and weaknesses of each?

b.Imagine a scenario that you have been assigned primary data collection from a culture entirely different than yours. What possible difficulties do you foresee in your task?

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