| Assignment description Indochina, referred to in the past as French Indochina, is a region of Southeast Asia made up of Vietnam, Laos and Cambodia. These countries provide big growth opportunities for international businesses. However, decision making in such markets is fraught with potential risk – much of this risk stems from poor quality information upon which decisions are made. Enhancing the quality of such market information is therefore of paramount importance to the marketing manager. Conducting market research in emerging markets like Vietnam, Cambodia and Laos poses significant challenges for companies. This assignment requires you to select three of these generic market research challenges and discuss them in relation to Indochina. For each you must describe the challenge and consider the risk it poses to reliable market research and effective marketing decision making. NB. For this assignment you must focus specifically upon challenges for international marketing research and decision making, i.e., not general international marketing considerations. You may concentrate on one of these countries or treat them as one region. Assignment tasks International marketing research presents the international marketing manager with many potential barriers to obtaining reliable and accurate market information. These include aspects such as: • Availability and reliability of research resources and suppliers • Selecting appropriate data collection methodologies • Research costs variations Not to mention a host of related macro and environmental differences relating to: • Political and legislative issues • Basic infrastructure • Cultural differences • Social and market structure differences • Communication and technology difficulties • Accessibility In this assignment you must first choose three potential pitfalls of conducting research in emerging markets. For each, you should describe the challenge and then consider the risk it poses to effective decision making. How to structure your writing: • Introduction – Write about 150 words on the increasing significance of emerging markets and international marketing research, as well as introduce your paper. • Pitfalls / risks of research in emerging markets – Write about 400 words on each of three pitfalls. • Conclusion – Write about 150 words summing up the importance of overcoming the pitfalls of emerging market research and reducing associated decision making risks. • Word limit – There is a considerable amount to cover, so it is important that you clearly introduce the focus of your assignment and then write clearly and concisely within the specified word limit. at the end of each section please state the number of words you have used. Word limit – at the end of each section state the number of words you have used. At the start of the assignment please also indicate the total number of words, which should not exceed 1500 +/- 10% words. NB the reference list does not count toward the word limit. • Minimum of 6-8 references. |
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