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论文题目：分析Cobra (Below)
WEIGHTING: 25% of Module Marks (Exam is equal to the other 75%) CASE: Cobra (Below) INSTRUCTIONS: Prepare a formal business Report responding to the questions (below). Utilise the guidance on the Case Method outlined in our first lecture session (Available on Web CT). Word Count: 1,200 words {1,500 Maximum} You may attach Appendices that are referred to in the report.
FEEDBACK: Attach the Feedback Form (at the end of this document) to the front of your report and submit to William Morris Reception and on WebCT. You should look at the Feedback Form to guide you in preparing your report and understanding the expectations of the examiner. QUESTIONS: Answer both questions (Equal marks). 1. Outline the Research process that Cobra Beer should adopt in evaluating the attractiveness of the Indian market. You should also discuss the potential problems with International Marketing Research and how Cobra may overcome these. 2. Discuss and evaluate the major cultural challenges for Cobra Beer in the Indian market. Briefly explain how Cobra and its Joint Venture Partner might address these challenges. Cobra Beer Goes Home KARAN BILIMORIA, the Indian founder of Britain’s Cobra Beer, is planning to take his company home by setting up a brewery in his native town of Hyderabad, southeast India. Mr Bilimoria is in advanced talks with a local joint venture partner and expects to start production within 18 months at a new brewery, which will employ more than 100 people. Cobra, which was set up in UK in 1989, will continue to brew beer in Bedford, but will use the new brewery in Hyderabad to serve India, which the company expects to be amongst the fastest growing markets in the world over the next 25 years. The company, which exports to 35 countries, began exporting beer via an Indian distributor to India in January 2005. Mr Bilimoria is among a growing number of entrepreneurs who are capitalising on the emergence of India as a potential political, economic and cultural superpower. He set up Cobra with a £20,000 bank loan after spotting a gap in the market for a premium, non – gassy bottled beer to be drunk with Indian food. However, Mr Bilimoria said that British businesses were not doing enough to foster good trading relationships with India andhttp://www.ukassignment.org/ risked losing out to countries such as United States, Belgium and Germany.#p#分页标题#e# The total value of imports and exports between Britain and India is expected to reach $6.9 billion this year. “Although this is more than double the figure ten years ago, it is only scratching the surface,” said Mr Bilimoria, who is chairman of the Indo British Partnership Network, which was set up to promote trade between the two countries. “It still only represents about 1 per cent of Britain’s overseas trade. But India is the world’s second largest country and one of the fastest growing economies.” With a population dominated by Hindus and Muslims, India probably would not strike the casual observer as the best place to set up a brewery. But despite the official intolerance of Hindus and Muslims towards alcohol consumption, it is becoming increasingly acceptable for Indians to be seen with a drink in their hand. Karan Bilimoria says “Indian society is changing rapidly. A few years ago, many men would not have drunk alcohol in public. Now it is fairly common because for many it is no longer an issue.” But beer consumption is still remarkably low in India, which is why Mr Bilimoria believes the market has the scope to expand by up to 40 times in the next quarter of a century. The average Indian drinks one litre of beer a year, just over 1 per cent of the 99 litres consumed by the average Britain. The disparity with the Czech Republic, home of the world’s biggest beer drinkers, is even higher, with the average beer drinker there putting away 160 litres a year.
FEEDBACK FORM International Marketing Strategy Section 1: Student to complete NAME AND REGISTRATION NUMBER: COURSE: MODULE: Student declaration: Signature: Section 2: Tutor’s comment and general assessment Presentation of Assignment and Clarity of Expression: Has addressed the purpose of the assignment. Answer fails to address the question set. Comments overleaf……… Comments:
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