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Select a global company of your choice in the service industry. Using your selected global company as the subject matter, research the principles of marketing that impact this organization and prepare an APA paper that specifically:

Describe the main line of business of the company.

Throughout class, you have been working with a product of your creation that dealt domestically. This week, we will switch gears and address a REAL COMPANY that does global business. Please refrain from using assignments from other classes you have taken.  

The Analysis

Select a global company of your choice in the service industry. Using your selected global company as the subject matter, research the principles of marketing that impact this organization and prepare an APA paper that specifically:

  • Describe the main line of business of the company
  • Names four of the countries in which the company operates
  • Explains, in detail, the implementation of the 4P’s marketing mix concept by the company including:
    • competition
    • target market
    • product strategy
    • distribution strategy
    • communication strategy
    • pricing strategy
  • Describes any differences observed in the implementation of this concept, from one country to another  

This assignment will be assessed using additional criteria provided here.  

Your report MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The paper should be written in third person; this means pronouns like “I”, “we”, and “you” are not appropriate. The use of direct quotes is strongly discouraged. 

Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 3-4 pages in length – starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 6-8 pages in length. 

Please submit your assignment as a Word document in APA format using the attached Template.  

Congratulations and Good Luck with your marketing endeavor! During this course, you created a Marketing Communications Plan. This is a skill that should be added to your resume. Large and small companies hire people to write plans like the one that you have worked on over the last five weeks. 

If your career path includes a focus in marketing, you may wish to join the American Marketing Association as a collegiate member. Please check out http://www.marketingpower.com. Send your completed application to [email protected]  for a signature. 

Submitting your assignment in APA format means, at a minimum, you will need the following:

  1. TITLE PAGE. Remember the Running head: AND TITLE IN ALL CAPITALS
  2. ABSTRACT. A summary of your paper…not an introduction. Begin writing in third person voice.
  3. BODY. The body of your paper begins on the page following the title page and abstract page and must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The type face should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics except as required for APA level headings and references. The deliverable length of the body of your paper for this assignment is 3-4 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
  4. REFERENCE PAGE. References that align with your in-body academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hang indention, italics, and upper and lower case usage as appropriate for the type of resource used. Remember, the Reference Page is not a bibliography but a further listing of the abbreviated in-body citations used in the paper. Every referenced item must have a corresponding in-body citation.

Please submit your assignment.

Grading Criteria  
Describe Main Line of Business of  the Company 8
Name Four Countries in which the Company Operates 8
Implementation of Competition 10
Implementation of Target Market 10
Implementation of Product Strategy 10
Implementation of Distribution Strategy 10
Implementation of Communication Strategy 14
Implementation of Pricing Strategy 10
Differences Observed In The Implementation Of This Concept, From One Country To Another 10
Business Program Content 5
Effective Communication 5
Critical & Creative Thinking, Problem-Solving 5
Information Literacy & Research 5
Grade for Unit 5 Individual Project 110
Grading will be based on Content, Application, Research, Mechanics (APA format, spelling grammar, punctuation) and Style – (Organization, readability, using your own words).  

For assistance with your assignment, please use your text, Web resources, and all course materials.

Unit Materials

Unit 5 Course Materials


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