Homework answers / question archive / Assignment Case Study 3 – 15% This assignment relates to the following Course Learning Requirements: CLR 1: Apply knowledge and skills gained through the course to explain and resolve real-world problems and issues currently facing businesses CLR 2: Make appropriate recommendations regarding problems that businesses face in today's Global Business Environment

Assignment Case Study 3 – 15% This assignment relates to the following Course Learning Requirements: CLR 1: Apply knowledge and skills gained through the course to explain and resolve real-world problems and issues currently facing businesses CLR 2: Make appropriate recommendations regarding problems that businesses face in today's Global Business Environment

Sociology

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Assignment Case Study 3 – 15%

This assignment relates to the following Course Learning Requirements:

CLR 1: Apply knowledge and skills gained through the course to explain and resolve real-world problems and issues currently facing businesses

CLR 2: Make appropriate recommendations regarding problems that businesses face in today's Global

Business Environment.

CLR 3: Through environmental analysis, develop strategies to solve the problems faced by the companies in question

 

Objective of this Assignment:

This assignment is intended to provide you with an opportunity to investigate and analyze a decision to expand into new markets. Think critically about how to avoid the pitfalls of corrupt governments and lack of information.

Pre-Assignment Instructions:

1. To prepare you for this assignment, read the course content, use the internet as well as your own experiences in completing this project.

The Case:

H&H specializes in making tomato ketchup. It aims to have their ketchup on every table. During the 1800s, the use of tomato ketchup came to the attention of British consumers as a result of its popularity with American servicemen.

H&H launched its tomato ketchup in 1995 in the UK and became the country’s most popular sauce. Today the UK market is more than 50 million and H&H has a 50% share. You can search in many food cupboards in this country and you will find a bottle of H&H ketchup. The main ingredients include tomatoes, sweeteners, vinegar, salt, spices, flavorings, onion, and/or garlic. The types of sweetener used are usually granulated cane sugar or beet sugar. The spices commonly used to enhance the flavor of the tomatoes are allspice, cassia, cinnamon, cayenne, cloves, pepper, ginger, mustard, and paprika. The white vinegar, commonly known as 100-grain distilled, helps to preserve the ketchup. H&H uses premixed or encapsulated spices, which are easier to use but more expensive.

Whatever the form, spices must be of a high quality. Thicker consistencies require a greater ratio of sugar and spices relative to the tomato juice. Due to its major success in the UK, H&H now wants to expand its operations and enter different Asian markets.

H&H currently adopts a single global marketing strategy to promote their products. However, the company believes that while consumers across the globe share many similarities, they have their own unique set of values and culture.

H&H uses the business strategy of 'gain the lion’s share of the market and the profits will follow'. H&H is concentrating on four things. First, the ability to produce in bulk using sophisticated technology; second, being able to use the marketing strategy, best practices and lessons learnt from the UK market; third, the ability to bargain when dealing with suppliers; and fourth the advantage of producing a brand that has a global presence. H&H believes that if they have 51% of the market their next nearest rival can only gain 49%. By winning the largest share of the market they are best placed to benefit from economies of scale – the advantages of being big - enabling them to lower the unit cost of producing items.

Entering new markets, especially markets like India, Pakistan, and Afghanistan, can bring different challenges which translate into extensive research work. You are the Brand Manager for H&H Tomato ketchup and you are asked to develop a plan for entering the new markets. Your director has asked you to make a report based on the following questions.

Guiding Questions / Points to Consider:

In some Asian countries, government officials might suggest that the facilitation of payments or bribes will make it easier for market entry. What steps should H&H take in researching and preparing to enter one of these corrupt markets?

Select two markets of your choice in Asia where it will be most feasible to launch H&H Tomato ketchup.

Select one market in which it will be most difficult to enter and should not be entered at this time.

Identify strategic options to enter into one of these markets that you have selected. Develop a strategy for establishing and maintaining a long-term presence.

Keep in mind: Is it worth expanding into a new market? Why or why not? Identify pros and cons.

Assignment Tasks:

Your assignment should be submitted with the following guidelines:

1. Submit as a PowerPoint slideshow suitable for presentation to H& H.

 

 

2. You must cite all your sources of information using APA formatting. Create separate reference slides that lists all of your sources that you have cited in text. Sources include software used. Also, personal communications from a professional in the field count as a reference source. For citation and referencing examples, see https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/general_format.html

 

 

 

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Assignment Grading Rubric (15%)

 

Criteria	Excellent 80-100%	Good 50-79%	Requires Improvement <50%	Points
Research Findings	Synthesizes in-depth information from relevant sources representing various points of view/approaches and context of international business/market entry.	Presents in-depth information from relevant sources representing various points of view/approaches, and some context of international business/market entry.	Presents information from irrelevant sources representing limited points of view/ approaches or with no context.	/4
Analysis	Organizes and synthesizes evidence to reveal insightful patterns, differences, or similarities related to focus.	Organizes evidence to reveal important patterns, differences, or similarities related to focus	Lists evidence, but it is not organized and/ or is unrelated to focus.	/3
Recommend-ations	The author was able to make succinct and precise suggestions. The recommendations appear in numbered form.	The recommendations may not follow from the criteria, or they may not appear in a numbered list.	There are no clear recommendations, or they may not appear in a numbered list.	/3
Summary	States a summary that is a logical extrapolation from the findings.	States a summary focused solely on the findings. The conclusion arises specifically from and responds specifically to the findings.	States an ambiguous, illogical, or unsupportable summary from inquiry findings.	/3
Assignment Structure	Formatted as per assignment details Structure and format enhances delivery of the information   Clear language is used which leads to easy readability   Correct grammar and spelling is consistently used   No issues with APA using citations or references.	Formatted as per assignment details in most components   Structure and format fits well with the delivery of the information   Mostly clear language is used with minor readability issues   Few or no spelling and/or grammatical errors   Minor issues with APA citations or references	Formatting has not been followed   Structure and format is unclear and impedes delivery of the information   Language used is often unclear which impedes readability   Many spelling and grammatical errors   correct use of APA formatting for citations and references[footnoteRef:1] [1: If there is evidence of missing citations or references, this could constitute plagiarism and will receive a grade of ‘0’. The regulations of academic dishonesty will apply.]