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Week 6: Interactive Learning Activity
6.1 Learning Outcomes:
• Identify the various market entry strategies.
• Highlight the similarities and differences between a domestic marketing strategy and a
global marketing strategy.
6.2 Action Required:
• Chapter Name: Read Ch-8 “Global Marketing” from the text book- Dhruv Grewal and
Michael Levy (2020) “Marketing” (8th Edition). McGraw-Hill Education, Digital Version:
ISBN13: 978-1-260-71743-3.
• Case Study: Read the following Case studyFrom a small kiosk in a shopping mall established in 1997, Dr Cafe has become one of the
leading coffee-shop chain in the Middle East with over 600 branches in the world. Dr Cafe
success has built upon its popularity among young and trendy people and its unique
approach of selecting the “best beans” in the world. Between 2008 and 2010, Dr Cafe has
continued its aggressive expansion to Malaysia and Singapore with more branches in sight.
In fact, in its plans for 2030, Dr Cafe has set its vision to expand globally and increase its
network to over 30,000 branches!
The marketing department has been assigned by Dr Cafe’s CEO to investigate and propose
possible options for expansion into a completely new area; Europe.
Being a student of marketing management, how you can help to the marketing manager in
this regard with the following questions.
6.3 Test your Knowledge (Question):
• Discussion Question #1: For Dr Café, Which market entry strategy you would suggest
most suitable to enter into the global market and why?
6.4 Instructions
• Answer this question in test your knowledge section.
• Post your answer in the discussion board using the discussion link below
(Week 6: Interactive learning Discussion)
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