Yogurt to Indonesia PART 1.
Overview This assignment is challenging, as you would expect from a Level 6 unit and the research is time-consuming. You are able to post questions to the discussion board, or email me with queries. The key to achieving this: • undertaking a thorough search of the literature (on the consumption of yogurt, adaption, and standardization of advertising, Indonesia and market entry) • evaluating the key points from that research • providing well-evidenced justifications for both your key points and recommendations. Part 1 (1500 words) This is the most theoretical part where you need to show you understand the debate about standardisation and adaption of advertising. In order to answer this you will need to know the differences between the Netherlands and Indonesia particularly any similarities or differences in culture, but also there may be different laws or differences in the way the product is used, which will influence whether to standardise the product strategy or not. You only need to discuss Indonesia in terms of the advertising strategy here as this country is the focus of part 2. Part 2 (3500 words) An in-depth analysis of Indonesia is required here, bearing in mind the product. We will discuss the Four Risk Matrix and the BERI index as possible ways of undertaking a preliminary market screening. As the BERI index includes subjective judgments, then as much as possible you need to justify your scores with supporting information in the appendices. However, the BERI index examines only global factors, and not industry-specific ones, so you might want to undertake a Porters 5 Forces analysis to look at competition in the industry. You will also need to know about individual competitors, both direct ie other companies producing yogurt and indirect ie providers of substitute products. To look at the competitive forces you should also look at the market share of competitors. A market attractiveness/ competitive strength analysis can be used as a fine screening tool, although you do not know much about the company, so it will not be possible to complete the competitive strength part. The decision on market entry could be ‘yes’, ‘no’ or ‘not yet’. Whichever one you decide on needs to be fully justified based on your previous analysis. If your answer is ‘yes’ the next step is to decide on an entry mode. This means you have to know the advantages and disadvantages of the various methods (Hollensen provides good summaries of these), but you need to consider the product and target market again in order to choose an appropriate strategy. You also need to bear in mind that the entry mode often determines the method of distribution as well. If your answer is ‘no’, you need to go on and suggest a possible alternative country, based on you work in part 2 and some further limited research eg four risk matrix. (This is to make up for the fact that you are not doing the entry mode part of the question). You do not need to undertake a full analysis like the one you did for Indonesia. If your answer is ‘not yet’, then we need some timescales to indicate when you do think that it would be a good idea to attempt market entry. You also need to propose an entry method (but the situation would need to be monitored of course). If your suggestion for an entry mode is one which will involve partners you need to research who this might be and include it in your recommendations. Generally You are not required to discuss the implementation of the launch of the yogurt, therefore do not include anything on the marketing mix. Remember that you only have time for headlines and highlights in order to stay within the word limits, but you may use the appendices for supporting material, however these should not be used to get around the word count. The appendices should be concise and relevant, and not more than about 5 pages for part 1 and 15 pages for part 2. As the appendices are supporting documents they are not marked separately, however, they will be taken into account in the overall marking scheme as they provide the substantiation and evidence for eg your BERI scores. This does not mean you should submit superfluous material for the sake of volume – irrelevant appendices or those exceeding the page numbers above will not be taken into consideration. Please ensure that you cross-reference in the text with the relevant appendices. Unfortunately, any appendices not referred to will neither be read nor taken into account. The appendices do not form part of the word limit. The word count is for speaker’s notes only, and does not include text on the slides or the appendices. Please do not go over 1500 and 3500 word limits – there is no +/-10% discretion – and extra material will neither be read nor marked. Please put your word count accurately on the front sheet. You are expected to evaluate, from the material contained in the appendices, what the key material is that needs to be included on the slides and the speakers’ notes. You will need a writing style for the speakers notes which is not too academic (but slides and notes must be referenced), as it isn’t an essay or report, but also not too chatty. You may make an assumption about the type of yogurt that the company produces. You should use 5 slides for part 1 and 10 slides for part 2. You can include 2 extra slides at the start of each part, one for the cover slide and one for the agenda ie 19 in total, Neither of these extra slides should have any content on them that answers the questions. Please ensure you make it clear which speakers notes refer to which slide. You may make assumptions about the company producing the yogurt, but both the company and the marketing agency are fictitious. You can use colour, images, a logo etc on the slides to ‘live the role’.