instructions are in the files on how to do the assignment, outside data might or might not be needed

This case requires that you apply the course learning to clearly define and address a real life international marketing problem

                The problem you are being asked to address (lagging sales growth in Quebec vs. the rest of Canada) cannot be answered intuitively – it requires analysis of the case facts to understand the many factors that are contributing to the problem.  Complicating the situation is a Corporate Strategic directive that Saralyn Mills will pursue a one country strategy (i.e. product/communication extension- dual extension) strategy when the evidence suggests that a different approach may produce stronger results.  Alternatives to be considered include (see text p. 356—358):

1. Product extension/communication adaptation
2. A product adaptation/communication extension
3. A dual adaptation strategy

              While the case asks that you address the Quebec issue, there is an underlying issue that the experience in Quebec may call into question the appropriateness of a Dual Extension strategy for future international expansion by Sara Lyn.

Follow the Marketing Strategy outline to write up this analysis. This will help you fully explorethe underlying causes of the problems plaguing Quebec. In each case, you should take a positionand defend it with relevant facts and analysis of data presented in the case.

1.Segmentation – Does Quebec represent a different consumer segment than the balance of Canada?  Defend your position with case facts.

2. Product – Are product preferences in Quebec different than in the balance of Canada? 

3. Price – Is pricing in Quebec different than the balance of Canada?

4. Place – Are the retailers in Quebec different than in the rest of Canada? 

5. Promotion – How has advertising been handled in Quebec historically?  Has it been sufficiently effective?

With this groundwork, you can now confidently answer the two questions posed in this case:

1. Evaluate Sara Lyn’s current one country strategy.
2. What should Nicole do now? Be specific. Keep in mind that if she chooses to divert from the corporate mission, she must have evidence to back her position. She has some tricky politics to navigate.

Please work with other students in the class to formulate your thinking then complete the written assignment on your own

GRADING RUBRIC

Exceptional-  Top of the Class     3 points	Very Good – Perfectly acceptable for an upper classman at UNCG   2 points	Needs Improvement 1 point
Analysis of the Case Facts All 5 items in the case direction were fully explored. Case facts used to defend your position are relevant to the item being addressed.	Analysis of the Case Facts                All items in the case are explored for the most part. Some of the case facts were not fully relevant to the item being evaluated	Analysis of the Case Facts One or more of the items were not addressed most were addressed using irrelevant data
Case Questions                                 Both questions were fully and accurately addressed and demonstrate excellent insights. Direction to Nicole were clear and specific and will result in her obtaining the proof needed to invest in a unique marketing plan in Quebec.Corporate sensitivity to recommend a strategy reversal is well documented	Case Questions Both questions were accurately addressed for the most part.  Direction to Nicole will result inher obtaining the some of the information needed to invest in a unique marketing plan for Quebec.Recommendation will providesome of the evidence needed to recommend a reversal of the current corporate direction	Case Questions  Both questions were not addressed or were not adequately supported to provide the proof needed to adjust plan in Quebec. Your recommendation is not ready to be examined by Corporate Management
Communication(Use Written Communication Guidelines from Syllabus ) The paragraph and sentence structure, grammar, and diction are excellent. Paper was well structured using sub heads to separate sections Correct use of punctuation. Employs active voice. No spelling errors; no sentence fragments.  Primary use of simple declarative sentences. Evidence of significant editing work before submission	Communication The paragraph and sentence structure, grammar, diction punctuationis correct for the most part. Subheads employed to structure the paper to some extent. Employs active voice and simple declarative sentences for the most part. Minimal spelling errors. No sentence fragments. Paper would have benefited from additional editing before submission	Communication Multiple grammatical and spelling errors. Poor use of report or paragraph structure. No citations used. No subhead structure employed. Excessive use of compound, complex, run on sentences and use of passive voice made the paper difficult to read. Editing???
9/9 100 8/9 93 7/9 88	6/9 85 5/9 80 4/9 75	3/9 70

Note: The lowest grade to be assigned to a paper submitted on time and complete is a 70

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