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Total marks: 20

Opening date: 13 November, 2012

Closing date: 14 November, 2012

 

Topic: International Marketing Information 

 

Objective

The prime objective of the activity is to elucidate the importance of marketing information in the context of competitor’s analysis.

 

Learning Outcomes

After attempting this activity, the student will be able to:

 

1. Comprehend the significance of marketing information for making critical decisions

2. Identify which type of marketing information is required for competitor’s analysis

 

Case

 

Xian & Co. is a Korean company, dealing in automobile rubber parts. They are operating with the local manufacturers of South Korean like Kia, Hyundai and SsangYong Motors. The CEO Ms. Chun Hei is planning to enter into China automobile rubber parts market. On contrary, the production manager Mr. Chian Lee is of the opinion that though China is a huge market where production is in trillions of dollars per year but it is already saturated by many cost efficient large and small size firms that are holding big share of market. Being local in the market, Chinese manufactures will be having competitive advantage over Xian & Co. Ms. Chun Hei believes Mr. Chian Lee is underestimating company’s strengths. Without conducting market and competitor’s analysis along with company’s internal strengths and weakness, one must not arrive at a conclusion beforehand.

 

Point of discussion

 

You have read the arguments between Ms. Chun Hei and Mr. Chian Lee. Both are opposing each other’s opinion regarding entering into Chinese market. Let’s suppose you are sitting in a meeting with Ms. Chun Hei and Mr. Chian Lee to solve this issue. To whom you will favor and what strategy you will adopt to solve this issue? You have to give 10 arguments in the favor of your answer. 

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