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Marketing And Strategy

Question

Marketing and Strategy

Assignment Overview

For this
assignment you will looking at two completely different companies that
sell completely different types of products. However, both companies
have strong international potential. As you read about in the background
materials, different types of products lead to different types of
strategies regarding standardization or adaptation and whether you
decide to become a global, multi-domestic, or transnational corporation.

The
first business you will look at is Roy Choi’s restaurant empire. Choi
started out with a single food truck in Los Angeles, but soon gained
celebrity status as one of the country’s most famous chefs and the
inspiration for the recent movie Chef. Food trucks soon became huge
craze in Los Angeles, and Choi has since gone on to open up multiple
additional restaurants and even has plans for a fast food chain. His
fame and multi-ethnic cuisine gives him large potential if he ever
decides to take his business overseas.

The second
business to look at is Xiaomi, a Chinese smartphone company that is
starting to expand internationally. The smartphone business is a
notoriously tough market with dominant competitors such as Apple and
Samsung. Xiaomi has gained market share in China and is starting to
expand into some neighboring countries. Given the high price of
smartphones from Apple and Samsung, there may be room for a lower priced
competitor in the global smartphone market.

Do a careful
review of the concept of standardization and adaption in Herbig (1998)
and Chapter 18.3 of Carpenter and Dunung (2012) and the concepts of
multi-domestic, global, and transnational strategies in Chapter 14.3 of
Carpenter and Dunung (2012). Then do some research on Roy Choi and
Xiaomi in the Trident library or other sources. Here are some articles
to get you started:

Walker, T. (2013, Dec 14). Keep on trucking. The Independent [Proquest]

Frausto, M. (2014, Sep 10). Choi's eyes bigger than his stomach? Orange County Register [Proquest]

Larson,
C. (2014, Dec). Xiaomi's resolution: Double its smartphone sales volume
in 2014. Business Week [Proquest and Businessweek.com]

Mozur, P. (2013, Oct 08). How upstart Xiaomi rattled China's smartphone race. Wall Street Journal [Proquest]

Once you have finished your research, write a four to five page paper answering the following questions:
1.What
kind of strategy would you recommend if Roy Choi decided to expand his
food truck or restaurant business internationally? Would you recommend
product standardization or localization? Which overall strategy would
you recommend – transnational, multi-domestic, or global? Explain your
reasoning and apply the concepts from Carpenter and Dunung (2012) and
Herbig (1998).
2.What kind of strategy would you recommend for
Xiaomi’s international expansion? Would you recommend product
standardization or localization? Which overall strategy would you
recommend – transnational, multi-domestic, or global? Explain your
reasoning and apply the concepts from Carpenter and Dunung (2012) and
Herbig (1998).

Assignment Expectations
•Answer the assignment questions directly.
•Stay
focused on the precise assignment questions; don't go off on tangents
or devote a lot of space to summarizing background materials.
•Make
sure to use reliable and credible sources as your references. Articles
published in established newspapers or business journals/magazines are
preferred. If you find articles on the Internet, make sure they are from
a credible source.
•Reference your sources of information with
both a bibliography and in-text citations. See the Student Guide to
Writing a High-Quality Academic Paper, including pages 13 and 14 on
in-text citations. Another resource is the “Writing Style Guide,â€
which is found under “My Resources†in the TLC Portal.

Solution

Title: Marketing And Strategy
Length: 4 pages (1000 Words)
Style: APA

Preview

Machines make work easier. It is through the machines that various manufacturing industries have increased production and satisfied varied demands of people. A single machine in the production line can do work which over 50 people can do. While the machines are doing tremendous work in our factories, farms, and even our homes, there are great risks associated with such machines whenever they are used.

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