Assignment Task
Task
Learning Outcomes Assessed:
LO1- Describe the global marketing environment through the use of models and tools (C5, PLO1);
LO2- Evaluate global marketing strategies, plans and tactics to a range of global marketing scenarios.
Tasks:
You are advised to gather information through the use of both annual reports and other published sources about the company, DRB-HICOM Berhad, Malaysia. About the Company: DRB-HICOM Berhad (MYX: 1619) is one of Malaysia’s leading corporations, involved in the automotive manufacturing, assembly and distribution industrythrough its involvement in the passenger car and four-wheel drive vehicle market segment, the national truck project and the national motorcycle project. DRBHICOM is the majority shareholder of Malaysia’s national car company, Proton, with China’s Zhejiang Geely Holding Group the other shareholder since an equity sale in 2017. The Group also owns national motorcycle company Modenas, with Japanese two-wheeler giant Kawasaki as its partner. DRB-HICOM assembles cars in Malaysia for Tata Motors, Honda, Isuzu, Mercedes-Benz and Volkswagen, with plans for expansion. The Group also retails various brands such Audi (viaEuromobil Sdn Bhd), Mitsubishi (via EON Auto Mart Sdn Bhd) and Volkswagen (via HICOM Auto Sdn Bhd).The aim of the assignment is to demonstrate your understanding of how a global corporation strategically manages its marketing operations across South East Asia markets and cultures.
Your Report should identify as a minimum explanation of the following areas:
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