Global Marketing

Assessment brief
Developing a strategy for a global challenger from an emerging market
Research in 2013 by Boston Consulting Group has identified the key global challengers from rapidly developing economies. A brief summary of BCG’s report for 2013

appears at:
https://www.bcgperspectives.com/content/articles/globalization_growth_introducing_the_2013_bcg_global_challengers/.
You must read this summary and select one of the 26 new global challengers for your assignment. (Note that the new global challengers are the companies whose name

appears in green in exhibit 1 on the website page.)
The aim of this individual assignment is for you to develop an outline global marketing strategy to enable your chosen company to challenge the existing competitors in

the market.
You will need to carry out some research to define the global market in which the company is competing and also to gain an understanding of the competition and the

market environment. Given that your company may be relatively unknown, you should not expect to obtain very detailed information on the company and you should not try

to carry out a detailed, critical evaluation of its strategy.
You are, however, required to demonstrate your understanding of the global challenges (e.g. threats and opportunities) that a firm from a rapidly developing economy

faces and propose a way forward that will help the firm become a global player.

Task one
For task one you are required to submit a draft report of 1,000 words that addresses the first two areas listed above. Here are those two areas again:
1. An introduction to the report and a brief background to the organisation.
2. A critical evaluation of the environmental trends in the international market sector in which the company operates.
You will receive written feedback on your draft report and you will be offered a tutorial so that you can discuss the feedback with your tutor.
select AirAsia (Malaysia company) of 26 new global challengers for my assignment.