Mcdonalds philippines case study

Faculty of Business, Economics & Accounting Department of Business Studies Department of Accounting and Finance School of Hospitality of Tourism INDIVIDUAL ASSIGNMENT MKT 101 SUBMISSION DATE: 30 APRIL 2020 5PM In view of the closure of the University due to the Covid-19 crisis, the final examination for MKT101 with weightage of 60% will not be conducted. In place of this, the assessment for this examination will be replaced by an Individual Assignment. Students are required to submit their report via Turnitin. INDIVIDUAL ASSIGNMENT DETAIL The individual assignment will assess the student’s understanding of marketing concepts using case studies. Due date: 30 April 2020 5PM Assessment Value: 60% of total assessment in subject Word limit: 2000-2400 words (exclude table of contents, references and appendices) Submission via Turnitin: ELM campus - 24261047 / MKT101_ELM S2 campus - 24261130 / MKT101_S2 Assessment rationale To enable students to apply marketing concepts and critically discuss the answers for all questions listed in the cases. Case Study 1: McDonald’s in the Philippines: Stung by the Bee Question 1: Is adaptation to local culture always important? Why do you think it is so in the case of the fast food industry? Question 2: What can McDonald’s do to win customers over? Question 3: What can Jollibee do to compete against McDonald’s strategies? Case Study 2: Disneyland: Not the Happiest Place in Hong Kong Question 1: At what stage of the product life cycle do you think Hong Kong Disneyland is in now? Question 2: What strategies do you think Hong Kong Disneyland should engage in to strengthen its position? Task 1. 2. The entire project must be completed and turned in by 30 April 5PM via Turn-It-In. It is your responsibility in making sure the similarity index is not more than 30%. You will be referred to the Board of Inquiry should the originality index is more than 30% (Refer to Academic Integrity at pages 11-14 of this document). Assignment must be substantially your own work. If you wish to report another author's point of view you should do so in your own words, and properly cite the reference in accordance with the departmental style. Direct quotations should form a small part of your work, and must be placed in quotation marks and referenced. Any material taken from other references are to be acknowledged. 2 3. Late submission will be penalized, with 10% of the total marks will be deducted each day after the due date. Report Format 1. Your report must follow proper format. The project must be typed, line spacing of 1.5, on 8.27” x 11.69” sheets of unruled paper (A4 paper), using Times New Roman (12 point) font. 2. Each section of the assignment must be separated and clearly be identified. 3. The cover page must include the following information: a. Title of the report. b. Student’s name and ID number. c. Name of university. d. Course name. e. Subject name and code. 4. Your report must include: i. Cover page ii. Table of Contents iii. Content iv. Conclusion v. References Case Study 1: McDonald’s in the Philippines: Stung by the Bee 3 4 Source: Kotler, P., Armstrong, G., Ang, Tan, C. T., Yau, O. H, & Leong, S. M. (2017). Principles of Marketing: An Asian Perspective. Pearson/Prentice-Hall. 5 Case Study 2: Disneyland: Not the Happiest Place in Hong Kong 6 Source: Kotler, P., Armstrong, G., Ang, Tan, C. T., Yau, O. H, & Leong, S. M. (2017). Principles of Marketing: An Asian Perspective. Pearson/Prentice-Hall. 7 Assessment Criteria Weightage (%) Guide for Students Subject knowledge/ Relevant Content 60 Application to case study 20 Logical Structure/ Flow of Argument 5 Reading & Referencing 5 Demonstrate a thorough understanding of content for the case. Student demonstrated full knowledge and depth of understanding that went beyond mere detail. Tie-in to the report was clear, often and quotes were insightful. Exemplary synthesis of the theoretical concepts in the review. A comprehensive range of concepts are strongly integrated into the review. Planning and organization of the essay is thorough (e.g. numbering), polished and divided. Sequence of information is well-organized for all part with smooth transitions. Strong evidence of independent reading beyond core texts and materials. ALL references must be creditable, original and verified in accordance with APA/Harvard Referencing standards.