Global Strategic Marketing- Scenario Planning Project based on Companies Amazon & Walmart
Word Document report – 3000 words (based on the 6 slides)
Acting as a Consultancy to a firm same as Amazon & Walmart for next 15 years you have to:
Develop a scenario planning report for firms operating in the field defined by the activities of Amazon-Walmart
Recommend a generic global strategic marketing strategy for a firm in this field
Testing the scenario:
How useful would it be to a CEO?
How consistent is it?
How archetypical (general) is it?
Does it describe an equilibrium?
You should consider such factors as: ( 6 slides should be based on these factors)
The regulatory environment
Economic conditions
Social conditions
Cultural conditions: consumer and organisational
Technological innovation
Global and local competitive structures
In the assignment you need to consider where firms such as Amazon and Walmart will be operating in the future:
Will they be able to operate on the same global level as they operate today? (Retail outlets / supply chains)
Will the institutional environment be too challenging?
Will there be fewer or more economic opportunities internationally?
Will consumers be more cosmopolitan or more ethnocentric?
The Scenario building process must cover the 3 stages:
Stage 1:
Scope
Stakeholders
Trends
Uncertainties
Stage 2:
Themes
Consistency
Relevance
Stage 3:
Further Research
Modelling
Convergence
Scenarios based on:
Questions:
What do we know?
What is unknowable?
Representing:
Continuity
Shifts
Such as:
Demographic projections based on past and current trends
2024 US Presidential Elections
The report:
The report should be in a proper format with content page and flow without plagiarism.
Section 1: Scenario Planning Report Critique the report based on the 6 slides
You should focus on:
1. Market analysis: trends, uncertainties etc
2.Global strategic marketing recommendations
This section is of 1,500 words.
For theoretical aspects :
Economic explanations
How does Dunning’s Eclectic Paradigm help explain the international activities of the firm?
Most recent comprehensive restatement of the Eclectic Paradigm to be found in Dunning and Lundan (2008)
Institutional distance is a construct which helps to explain how firms operating in different national markets encounter contrasting institutional environments in the firm’s home market (in which they will be embedded) and those host markets in which the firm operates
From a strategic marketing perspective this has fundamental implications for how firms manage their presence in a market and how they communicate with stakeholders across markets
It has fundamental importance for the decision to adopt a global marketing strategy or a multinational marketing strategy
Institutional distance is a construct that acknowledges contextualisation of economic activity within social structures.
The antecedents of institutional distance lie in political economy and economic sociology.
