Đáp Án Bài Thi

ĐÁP ÁN BÀI THI
Section A: Answer the following questions (6 points, 2 points each)
Question 1. What are trade barriers? Give an example of a trade barrier in a specific country?
Question 2. What is market entry strategy? How to select a market entry strategy?
Question 3. What is the difference between goods and services? What is the marketing mix in
service marketing?
Criteria Rati Description

o A B C D F
8,5 - 10 7,0 - 8,4 5,5 - 6,9 4,0 - 5,4 <4
Questio 20% - Define trade - Define trade - Define trade - Define trade - Provide a
n1 barriers barriers barriers barriers general
clearly and clearly and unclearly, correctly, definition of
correctly, correctly, - Give an - Cannot give trade barriers
- Give an - Give an appropriate an example - Cannot give
appropriate inappropriate example an example
example example
Questio 20% - Define - Define - Define - Provide a - Provide a

n2 market entry market entry market entry general general
strategy strategy strategy definition of definition of
clearly and clearly and correctly market entry market entry
correctly, correctly, - Explain in strategy strategy
- Explain in - Explain in detail 01 - Explain - Explain
detail 03 detail 02 factors to briefly all briefly some
factors to factors to choose market factors to factors to
choose market choose market entry strategy choose market choose market
entry strategy entry strategy entry strategy entry strategy
Questio 20% - Provide - Provide - Provide - Provide - Provide

n3 correct correct unclear unclear unclear
definition of a definition of a definition of a definition or definition or
service service service Do not Do not
- Explain in - Explain - Explain in provide provide
detail 4 briefly 4 detail 4 definition of a definition of a
characteristic characteristic characteristic service service
s of a service s of a service s of a service - Explain - Do not
decisions - Explain in - Explain briefly 4 explain 4
- Explain in detail 7Ps in briefly 7Ps in characteristic characteristic
detail 7Ps in service service s of a service s of a service
service marketing marketing - Explain - Explain
marketing briefly 7Ps in briefly some
service of the 7Ps in
marketing service
marketing
Section B: Case study (4 points)
Questions:
1. What are some of the things IKEA is doing well to reach consumers in different markets?
What else could it be doing? (2 point)
2. IKEA has essentially changed the way people shop for furniture. Discuss the pros and
cons of IKEA’s strategy, especially as the company continues its global expansion. (1
point)
3. How much should IKEA customize its products and retail environment to fit local tastes?
Could excessive customization hurt its brand identity? (1 point)
Criteria Ratio Description

A B C D F
8,5 - 10 7,0 - 8,4 5,5 - 6,9 4,0 - 5,4 <4
Question 20% - Identify fully - Identify - Identify - Identify - Identify
1 and correctly fully and correctly one fully and correctly one
what IKEA is correctly thing IKEA correctly thing IKEA is
doing well what IKEA is is doing well what IKEA doing well
-Recommend 2 doing well -Recommend is doing well -Do not
things that IKEA -Recommend 1 thing that -Do not recommend
could do 1 thing that IKEA could recommend what IKEA
IKEA could do what IKEA could do
do could do
Question 10% Discuss Discuss Discuss Discuss only Discuss some
2 correctly and in correctly all briefly the the pros or pros or some
detail all the the pros and pros and the cons of cons of
pros and cons of cons of cons of IKEA’s IKEA’s
IKEA’s strategy IKEA’s IKEA’s strategy in strategy
strategy strategy detail briefly
Question 10% - Specify how - Specify how - Specify how - Anwer - Anwer
3 IKEA should IKEA should IKEA should unclearly unclearly
customize its customize its customize its how much how much
products and products and products and IKEA should IKEA should
retail retail retail customize its customize its
environment environment environment products and products and
- Explain clearly - Explain - Do not retail retail
why excessive briefly why explain about environment environment
customization excessive excessive - Explain - Do not
will not hurt customization customization briefly why explain about
IKEA’s brand will not hurt will not hurt excessive excessive
identity IKEA’s brand IKEA’s brand customization customization
identity identity will not hurt will not hurt
IKEA’s IKEA’s brand
brand identity identity
Suggested answers to questions of Section B:
1. By understanding each country’s different consumers and cultural nuances, IKEA is able
to create one-size-fits-all solutions instead of tweaking its products for different markets.
Many customers spend time in IKEA’s full-size sample rooms. Because the aesthetic of
each room greatly influences whether a customer will make a purchase, IKEA shows how
the same products can appeal to different regional customers. IKEA’s success can largely
be attributed to the adaptation of its business model to different markets. IKEA’s market
research in different regions has helped the company accelerate its expansion across the
world and become a relevant competitor in each market. What will determine IKEA’s
future success is continuing to understand each market segment and fine-tuning its stores
appropriately.
2. Pros: IKEA’s business model is based on mass production of the same types of products,
which allows it to benefit from large economies of scale. By securing low costs from
suppliers, IKEA charges low prices to consumers. Products are designed to be sleek,
functional, and minimalistic to appeal to the greatest number of budget-minded shoppers.
IKEA keeps its prices low by having customers assemble the furniture themselves. IKEA
furniture is packed into cardboard boxes. IKEA removes as much air as possible from
this “flat packing” to allow furniture to fit inside shipping containers without wasting any
space, thus reducing the costs of shipping.
Cons: Despite its success in Europe, IKEA has faced problems replicating the business
model globally. IKEA identified strategic challenges in each market and had to adjust
accordingly. For example, one of IKEA’s main value propositions in Europe and North
America is its low-cost furniture. In China, however, IKEA’s furniture is priced slightly
higher. IKEA realized that the same value proposition was not in place, so it targeted
young middle-class customers, who were more aware of Western style. IKEA had to
locally source materials and manufacturing because it was not competitive in price.
3. As stated above, IKEA’s success can largely be attributed to the adaptation of its business
model to different markets with different local tastes. Excessive customization will not
hurt IKEA’s brand identity because IKEA’s future success relies on using market
research to understand each market segment and fine-tuning its stores appropriately.

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ĐÁP ÁN BÀI THI

Section A: Answer the following questions (6 points, 2 points each)

Criteria Rati Description

Questio 20% - Define - Define - Define - Provide a - Provide a

Questio 20% - Provide - Provide - Provide - Provide - Provide

Section B: Case study (4 points)

Criteria Ratio Description

Suggested answers to questions of Section B:

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