1. Choose ONE company in any country.
2. Evaluate the current operation and situation of this company by carrying out internal and external environmental analyses using appropriate international marketing theory. Using secondary research of the organisation/company and country, you are also required to evaluate the wider and competitive environments.
3. Based on the Task No. 2 analysis, research and suggest ONE NEW foreign market of your choice (this means that the company does not currently operate in this country) using international market research theory and justify why this country is a good/bad market to enter.
4. Provide suggestions for segmentation, targeting and positioning of your chosen organisation to allow the company to grow and sustain competitive advantage in the country identified in Task No.3.The Company cannot be Lyft
Sample solution
Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell.
In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.
God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.
Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.
To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.
References
Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.
Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies, 4(8), 487.
Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.
Sample Answer
Sample Answer
Exploring International Market Expansion: The Case of IKEA
Internal and External Environmental Analysis of IKEA
Internal Analysis:
– Strengths: IKEA is known for its strong brand reputation, cost leadership strategy, and innovative product designs. The company’s flat-pack furniture concept and focus on sustainability have contributed to its competitive advantage.
– Weaknesses: Challenges such as complex supply chain management, dependence on global economic conditions, and occasional quality control issues pose risks to the company’s operations.
External Analysis:
– Opportunities: Growing consumer interest in sustainable products, expansion into emerging markets, and e-commerce trends present opportunities for IKEA to diversify its market reach.
– Threats: Competition from local furniture retailers, changing consumer preferences, and geopolitical uncertainties affecting global trade may pose threats to IKEA’s international operations.
Evaluation of Competitive Environment
IKEA faces competition from both traditional furniture retailers and online platforms offering similar products. Local customization preferences, pricing strategies, and brand positioning are key factors influencing competitive dynamics in the furniture industry.
Market Expansion Recommendation: India
Rationale for Market Selection:
– Market Potential: India’s rapidly growing middle class, urbanization trends, and increasing disposable income make it an attractive market for furniture retailers.
– Cultural Fit: IKEA’s focus on affordable yet stylish furniture aligns with Indian consumers’ preferences for value and design.
– Regulatory Environment: Recent easing of foreign direct investment regulations in retail sectors in India provides favorable conditions for IKEA’s entry.
Segmentation, Targeting, and Positioning Strategy
– Segmentation: Dividing the market based on demographics, psychographics, and behavioral factors can help IKEA target specific consumer segments in India.
– Targeting: Focusing on urban centers with high purchasing power and a preference for modern, space-efficient furniture can enhance IKEA’s market penetration.
– Positioning: Emphasizing quality, affordability, sustainability, and Swedish design heritage can differentiate IKEA from local competitors and create a unique value proposition in the Indian market.
Conclusion
Expanding into the Indian market offers IKEA opportunities for growth and market diversification. By leveraging its core strengths, addressing market-specific challenges, and implementing a tailored marketing strategy, IKEA can establish a strong presence in India while sustaining its competitive advantage in the dynamic global furniture industry landscape.
