Module 2 - Case MARKETING AND STRATEGY Case Assignment Global Food and Beverage Select one of these multinational food and beverage companies as the basis for this case. McDonald’s Around the World D

Module 4 - SLP

MARKET SELECTION AND FOREIGN ENTRY MODE

Market Entry Choices

We have looked at exporting as a way to enter a foreign market. Buying a company is another option, but for this assignment, you’ll look at licensing and franchising as entry strategies for international markets.

Present the advantages and disadvantages of using licensing as a market-entry strategy. Give examples of companies from two different countries that use licensing as a global marketing strategy. (1 page)

Present the advantages and disadvantages of franchising as a market entry strategy. Give examples of companies from two different countries that use licensing as a global marketing strategy. (1 page)

Research using articles primarily from Trident Library’s full-text databases like (Academic Search Complete, Business Source Complete and/or ProQuest Central). Do not use any quotations.

SLP Assignment Expectations

Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate. For more information, see Differences Between First and Third Person. NOTE: failure to use the specific, required research with accompanying citations will result in reduced scoring (no higher than 75%) for all components of the grading rubric.

Use the attached APA-formatted template (BUS401 SLP4) to create your submission.

Your submission will include:

• Trident University International’s cover page

• A 2- to 3-page paper with APA citations (2- or 3-sentence introduction, 2- to 3-page body, 2- or 3-sentence conclusion)

• The reference list page in APA format