Individual Writing Assignment
In this active learning assignment, you will see the real-world applicability of the content of the international
marketing class. We have learned about the important factors when conducting international marketing. We
have considered various cultural, social, legal, political, and economic environments a company has to adjust to
when going abroad. Yet, even successful companies sometimes fail when going abroad. In this exercise, I
would like you to identify one of those companies and understand the reasons why they failed.
To start, search for information online. You may use a company you enjoy doing business with, such as a food
chain, hotels, grocery or consumer goods stores. See which countries they internationalized to and if there is one
market, they failed in. It needs to be an international failed market entry. Do not use my exact example I
provide below. Once you have found a good example and sufficient information, please write a report about
your findings (introduction, discussion, and suggestions – see below for content). Please consider political,
economic, cultural &social, legal issues in the discussion which led to the market entry failure. There are some
obvious examples, but maybe you want to dig a bit deeper and find a new interesting one. You do not have to
ask me for approval on which company to use. But, make sure you are not sharing information with your
classmates. This is an INDIVIDUAL assignment and will be checked for plagiarism.
Learning Goals: Understand and Apply knowledge about international environments, conduct market research,
write a short discussion. Write in a concise manner and avoid too much descriptive (only a very brief
description of the company, but provide information about the market entry and exit). Focus on analytic content
(discussion) and actionable ideas (suggestions).
 Required Length: 700-800 words strictly enforced (main text; reference list and front page are not
included in word count)
 Font: Times New Roman, Size 11 double spaced
 Front Page: Individual Writing Assignment, your name, company and country
 Sources/References: APA Format throughout. In-text citations as well as references list. All sources
will need to be acknowledge. I will use turn-it in.com to check for plagiarism.
 Content: 1) very brief overview of the company and the market entry, 2) discussion of issues leading to
market failure (main focus of the assignment), 3) suggestions on what company should have done better
and what they can learn from the failure (need to be actionable and precise idea – you should come up
with them yourself based on your analysis. These recommendations should not be already in place.
In short, here is a brief example of a market entry failure (please note that not all components required for the
assignment are discussed here as it is only a brief example of issues): Walmart entered Germany in 1997
Walmart exited Germany and its attractive grocery/retail market after only 9 years in business.
 Issues:
 Ethnocentric View (lack of adjustment to local culture)
 Labor relations (pro-labor union culture in Germany): Legal/Political Environment
 Shopping culture (Germans prefer to shop in smaller stores, no bulk purchases
 Environmental Issues (Germans are too “green” and oppose the plastic culture)
 Ethics (different perceptions of what is considered ethical; such as spying on employees)
 Differences in corporate culture (German employees and customers did not buy into the US
corporate culture – smiling )
Lack of economies of scale/ High competitive environment in Germany grocery market
 Strategy was not transferrable: Low-cost leader with huge supplier network (shop local is more
important in Germany than the US)
 Price sensitivity (consumers are already used to local chains with cheap prices but higher quality):
Economic Environment

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