Business Project: Global Food Company
TMA: This is a group project TMA. Each team will consist of 3-4 students. (If it’s not possible to form a group due to the current health situation, students have the option of doing the TMA individually).
Teams of the same section should select different ideas for this project.
Your answer should be in the form of an essay. The essay should be well organized, that is, it has an introduction (5 marks), body (90 marks) and conclusion (5 marks). The introduction should introduce the topic.
In the body paragraphs, the following points should be discussed:
- Name the global brand/organization and briefly describe its products and activities. (10 marks)
- Description of the food industry and the organization’s main competitors (10 marks).
- What does it mean to be a global organization? Why is your chosen organization global? (10 marks)
- Discuss the main success factors of the global brand. What is the marketing strategy, competitors and competitive advantage? (10 marks)
- Discuss the concept of globalization vs. customization and the measures taken by the global brand to recognize that offerings and communication should be adapted to local preferences and conditions. Support your answer with solid examples. (20 marks)
- Discuss the main challenges faced by the global organization in brand building such as positioning, communication, environmental change, product life cycle, brand equity, market share, consumer behavior, etc…(20 marks)
- Discuss the organization’s future plans expansions and diversification. (10 marks)
