BU7006 International Marketing Strategy - McDonald

Learning Outcomes

1. Evaluate the difference between international marketing environment, in particular the significance of cultural differences and consumer behaviour.

Assessment Task

Critically analyse the peer reviewed article on cross cultural analysis and market entry. Identify how the knowledge acquired from this article can be used to inform market entry decision to be made by the McDonald.

Specific Criteria

• Introduction
• Critically evaluate the following issues:

1. Strengths and weaknesses of the article, including literature Review
2. Assess the methodological approach. Has the same methodology been used in similar research? Justify the close of a methodology.
3. What is the logical outcome and does it go along with the lines of current literature or contradict it?
4. Read the other literature in the field of chosen article to answer these questions?

• Use the theoretical knowledge to the business problem.
• Conclusion
• Recommendation
• Use of authentic APA referencing

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