Exchange rate, Money market hedge, interest arbitrage, Inflation, interest rates, Economics

Section B (Attempt TWO questions in Section B)
Question B1
HB Corp., a UK company, has subsidiaries in the U.S., Germany, Singapore and
Australia. It regularly sells goods denominated in U.S. dollars. The company will have
two transactions in the near future:
Three months (90 days): Paying 400,000 Euros for imported goods
Six months (180 days): Receiving 600,000 USDs for exports
The following exchange rates and interest rates are available for the company:
Bid Quote Ask Quote
(bank buys) (bank sells)
Spot exchange rate (Euro per £1): 1.17 1.13
Three-month forward rate (Euro per £1): 1.10 1.05
Spot exchange rate (USD per £1): 1.217 1.188
Six-month forward rate (USD per £1): 1.202 1.178
Spot exchange rate (AUD per £1): 1.762 1.735
1-year forward rate (AUD per £1): 1.765 1.738
1 year (360 days) interest rates:
Borrow Deposit
USD 7.8% 4.0%
Pound 6.7% 2.4%
Euro 6.2% 3.2%
AUD 7.8% 5.2%
a) Suggest how HB Corp. could implement a money market hedge for payables,
support your answer with detailed calculations. Would HB Corp. be better off using
forward hedge or money market hedge? Substantiate your answer with estimated
cost each type of hedge.
(10 marks)
b) The company has recently received £800,000 and is considering invest in Australia
to exploit the higher interest rate. What is the yield to the company if it conducts a
covered interest arbitrage? Would covered interest arbitrage work for the company
in this case? (Ignore transaction fees and tax effects.)
(10 marks)
c) Based on the question above, discuss how the Australian dollar’s spot and forward
rates will adjust until covered interest arbitrage is no longer feasible. Why are
arbitrage opportunities diminishing quickly after they have been discovered? To
illustrate your answer, assume that the immediate purchase and forward sale of
Australian dollar is allowed. What is the resulting equilibrium state referred to?
(8 marks)
Total 28 marks
Question B2
a) Scandina Corp., a Swedish furniture producer, plans to establish a subsidiary in
Malaysia in order to penetrate the Asian market. The company’s managers believe
that the value of Malaysian ringgit is relative weak now and will strengthen against
the Swedish Krona over time. If their expectations about ringgit’s value are correct,
how will this affect the costs and earnings of the project? Explain.
(5 marks)
b) Scandina Corp. is also considering a joint venture with a Malaysian company IDEAL
AS for two years. Scandina will invest 20 million ringgits to help to finance IDEAL’s
production. For each of the two years, 50% of the total profits will be distributed to
the Malaysian company and the other 50% will be converted to krona to be sent to
Sweden.
The estimated total profits resulting from the joint venture per year are as follows:
Total Profits (in ringgits)
Performance Probability Year 1 Year 2
Strong 80% 30 million 50 million
Poor 20% 10 million 20 million
Scandina is concerned about the country risk that the Malaysian government is
likely to increase the corporate tax rate imposed on joint venture from 10% to 20%
beginning from Year 1 and the possibility is 50%.
Scandina’s average cost of capital is 12 per cent and it automatically adds 3
percentage points to it cost of capital when deriving required rate of return on
international joint venture projects. Though this project has particular form of
country risk that is unique, Scandina plans to account for the form of risk within its
estimation of cash flows.
Required:
Determine the expected net present value of Scandina’s investment. Would you
recommend Scandina to participate the Joint Venture? Explain.
(15 marks)
c) Scandina finally decided to penetrate Malaysian market by purchasing an 80%
stake in IDEAL AS, a Malaysian company that produces furniture. How can
borrowing Malaysian ringgit locally from a Malaysian Bank reduce the exposure of
Scandina to (i) exchange rate risk and (ii) political risk caused by government
regulations? (8 marks)
Total 28 marks
Question B3
“U.S.-China economic ties have expanded substantially since China began reforming
its economy and liberalizing its trade regime in the late 1970s. Total U.S.-China
merchandise trade rose from $2 billion in 1979 (when China’s economic reforms
began) to $636 billion in 2017. China is currently the United States’ largest
merchandise trading partner, its third-largest export market, and its biggest source of
imports. In 2015, sales by U.S. foreign affiliates in China totaled $482 billion. Many
U.S. firms view participation in China’s market as critical to their global
competitiveness. U.S. imports of lower-cost goods from China greatly benefit U.S.
consumers. U.S. firms that use China as the final point of assembly for their products,
or use Chinese-made inputs for production in the United States, are able to lower
costs. China is also the largest foreign holder of U.S. Treasury securities (at $1.2 trillion
as of April 2018). China’s purchases of U.S. debt securities help keep U.S. interest
rates low… More recently, the Chinese government has diversified its investments in
order to obtain higher returns, such as by encouraging its firms (especially SOEs) to
invest overseas to become more globally competitive, as well as to help China gain
access to raw materials (such as oil), food, and technology. As a result, Chinese
annual FDI outflows have grown significantly in recent years, rising from $21 billion in
2006 to $183 billion in 2016, making China the second-largest source of annual global
FDI outflows.”1
(W. M. Morrison, 2018)
As you work for a U.S. company that exports goods to China, you are expected to
forecast the value of U.S. dollars with respect to the Chinese yuan.
Required:
Explain how each of the following conditions will affect the demand and supply of the
currencies, hence affect the value of the dollar against Chinese yuan, holding other
things equal.
a) While U.S.’s inflation remains low, Chinese inflation increased substantially.
(4 marks)
b) Chinese interest rates have increased substantially, while U.S.’s interest rates
remain low. Both countries’ investors are attracted to high interest rates.
(4 marks)
1 Wayne M. Morrison, “China-U.S. Trade Issues”, Congressional Research Service, July 2018
c) With the economic growth, the income level increased substantially in China
while U.S.’s income level has remained comparatively stable.
(4 marks)
d) The U.S. government is going to increase the tariff on goods imported from
China. As a result, Chinese government will also increase the tariff on goods
imported from the U.S.
(6 marks)
e) Based on the reported figures of trade and investments between the US and
China, combine all expected impacts mentioned from Question (a) to (d) to
develop an overall forecast of the dollar’s movement against the Chinese yuan.
(10 marks)
Total 28 marks

 
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LIPC1110 De Montfort University Leicester Amazon Company Analysis

 
 
 
 
De Montfort University International College
Programme title:     IFY, BAL
Module Title:            Academic and Professional Practice
Module code:          LIPC1110
Owning Board:       Joint Academic Board (DMU/OIEG)
Faculty:                     University Wide Learning (DMU)
Term/semester:      Autumn Term, October 2019
Module Tutor:         Neeha Goswami
Email address:        Neeha.goswami@dmu.ac.uk
Assignment 1:       Course work, Individual Essay
Weighting –              50%
Word count:             1,200 words
Submission date:     Wednesday 6th November 2019, by 9am, via Turnitin
 
Learning outcomes:
LO2.               Manage their time effectively
LO3.               Manage their studies effectively
LO4.               Demonstrate academic reading, writing and reflection skills
LO5.               Think critically
LO8.               Think and act in a professional manner
 
 
 
A major expectation of all assessments whilst at DMU/DMUIC is that students work in the English language and generate their assignments in the English language.  Initial work should therefore be produced in English, NOT a second language.  This means that the use of any language generation, paraphrasing or translation software, or web sites, is actively discouraged.  The use of such tools may be considered as Bad Academic Practice and as such the consequences outlined in the module guide will apply.  Failure to observe these instructions may result in a loss of mark awarded.
 
 
 
 
Assignment 1
Case Study
Amazon’s hiring process is notoriously difficult.
The company believes that every new employee should increase the average level of productivity on whichever team they join, ensuring that the company’s standards get higher and higher as time goes on.
Its interviews are no joke either, having in the past used difficult questions ranging from “How would you solve problems if you were from Mars?” to “You are Amazon, and Samsung offers you 10,000 Samsung Galaxy S3s at a 34% discount. Is that a good deal?”
Back in the early days of the company, founder and CEO Jeff Bezos shared with a colleague an idea that perfectly encapsulates Amazon’s hiring philosophy.
According to a Fast Company story, Bezos said, “I’d rather interview 50 people and not hire anyone than hire the wrong person.”
This philosophy explains why the company uses employees it calls “bar raisers” to weed out people who aren’t a perfect fit for company.
Bar raisers are full-time employees who, in addition to all their other duties, spend 2o to 30 hours a week interviewing potential job candidates for positions in other parts of the company.
Excluding warehouse workers, each prospective employee goes through five interviews that take two to three hours each. And if a bar raiser has an objection to Amazon hiring the candidate, they can simply veto the application.
In addition to making sure every hire fits in with the company’s culture, the bar raiser program smartly prevents a manager from hiring the wrong person because there is an opening that needs to be filled. Since the bar raisers come from other parts of the company, they have less pressure to hire someone quickly.
As Bezos put it in his 1998 letter to shareholders, “Working to create a little bit of history isn’t supposed to be easy, and well, we’re finding that things are as they’re supposed to be! … Setting the bar high in our approach to hiring has been, and will be, the single most important element of Amazon.com’s success.”
 
 
 
 
 
 
Assessment:                                                                                                                                                                                                                                                                                                         This assessment will contribute to 50% of the total module marks.  Individually you are required to read the case study detailed on the previous page and write a 1,200-word essay providing solutions to the following issues.
Questions
1.     Identify and explain Amazons recruitment process in America. How might the recruitment process at Amazon UK differ?                                                                        (10)
 
Marks
Description
No relevant content.
1-2
Knowledge of recruitment process is limited, poorly focused or absent. The answer as a whole lack’s clarity, has many inaccuracies and is poorly organised. Specialist terminology either absent or inappropriately used.
3–5
Knowledge of the recruitment process is present. Focus is mainly on description. The answer lacks clarity, accuracy and organisation in places. Specialist terminology used inappropriately on occasions.
6-8
Knowledge of the recruitment process is evident. There are occasional inaccuracies. The answer is mostly clear and organised. Specialist terminology is mostly used with research to support any claims.
9-10
Knowledge of recruitment process is accurate and generally well detailed. Clear comparison with reasoning. The answer is clear, coherent and focused. Specialist terminology is used effectively. Research used to support answer.
2.     Identify and explain where Amazon advertise, discuss the advantages and disadvantages of this method?                                                                                        (15)
 
Marks
Description
No relevant content.
1–3
Knowledge of advertising methods is limited, poorly focused or absent. The answer as a whole lack’s clarity, has many inaccuracies and is poorly organised. Specialist terminology either absent or inappropriately used.
4–6
Knowledge of advertising methods is present. Discussion of advantages and disadvantages of recruitment methods is limited. Focus is mainly on description. The answer lacks clarity, accuracy and organisation in places. Specialist terminology used inappropriately on occasions.
7-9
Knowledge of advertising methods is evident. Discussion of advantages and disadvantages of recruitment methods is apparent and mostly effective supported by research. There are occasional inaccuracies. The answer is mostly clear and organised. Specialist terminology is mostly used.
10-15
Knowledge of advertising methods is accurate and generally well detailed. Clear discussion of advantages and disadvantages of recruitment methods. The answer is clear, coherent and focused. Specialist terminology is used effectively. Research used to support answer.
 
 
 
 
 
 
3.     Identify and explain what type of contracts Amazon provide to the new recruits. Discuss why you think they do this.                                                                                   (15)
 
Marks
Description
No relevant content.
1-3
Knowledge of contract types, poorly focused or absent. The answer as a whole lack’s clarity, has many inaccuracies and is poorly organised. Specialist terminology either absent or inappropriately used.
4–6
Knowledge of contract types is present. Discussion of advantages and disadvantages of different contract types is limited. Focus is mainly on description. The answer lacks clarity, accuracy and organisation in places. Specialist terminology used inappropriately on occasions.
7-9
Knowledge of contract types is evident. Discussion of advantages and disadvantages of different contract types is apparent and mostly effective supported by research. There are occasional inaccuracies. The answer is mostly clear and organised. Specialist terminology is mostly used.
10-15
Knowledge of contract types is accurate and generally well detailed. Clear discussion of advantages and disadvantages of different contract types. The answer is clear, coherent and focused. Specialist terminology is used effectively. Research used to support answer.
4.     Jeff Bezos believes having ‘bar raisers’ involved in recruitment is effective. Evaluate how this would be seen to motivate or demotivate the employees.                                 (30)
 
Marks
Description
No relevant content.
1-7
Knowledge of motivation is very limited. Application is limited, poorly focused or absent. Evaluation is limited, poorly focused or absent. The answer as a whole lack’s clarity, has many inaccuracies and is poorly organised. Specialist terminology is either absent or inappropriately used.
8-14
Knowledge of motivation is present. Focus is mainly on description. Any application is of limited effectiveness. Any evaluation is of limited effectiveness. The answer lacks clarity, accuracy and organisation in places. Specialist terminology is used inappropriately on occasions.
15-22
Knowledge of motivation is evident but there are occasional inaccuracies/omissions. Application/evaluation of the explanations is mostly effective. The answer is mostly clear and organised but occasionally lacks focus. Specialist terminology is used appropriately. Research used to support answer.
23-30
Knowledge of motivation is accurate and generally well detailed. Application is effective. Evaluation of the explanations is thorough and effective. Minor detail and/or expansion of the argument is sometimes lacking. The answer is clear, coherent and focused. Specialist terminology is used effectively. Research used to support answer.
 
5.     “Setting the bar high in our approach to hiring has been, and will be, the single most important element of Amazon.com’s success”. – In light of Amazon’s current performance, evaluate this statement.                                                                               (30)
 
Marks
Description
No relevant content
1-7
Knowledge of business success is very limited. Application is limited, poorly focused or absent. Evaluation is limited, poorly focused or absent. The answer as a whole lack’s clarity, has many inaccuracies and is poorly organised. Specialist terminology is either absent or inappropriately used.
8-14
Knowledge of business success is present. Focus is mainly on description. Any application is of limited effectiveness. Any evaluation is of limited effectiveness. The answer lacks clarity, accuracy and organisation in places. Specialist terminology is used inappropriately on occasions.
15-22
Knowledge of business success is evident but there are occasional inaccuracies/omissions. Application/evaluation of the explanations is mostly effective. The answer is mostly clear and organised but occasionally lacks focus. Specialist terminology is used appropriately. Research used to support answer.
23-30
Knowledge of business success is accurate and generally well detailed. Application is effective. Evaluation of the explanations is thorough and effective. Minor detail and/or expansion of the argument is sometimes lacking. The answer is clear, coherent and focused. Specialist terminology is used effectively. Research used to support answer.
 
 
Assessment Deadline: Before 9.00am on Wednesday 6th November 2019 via Turnitin on Blackboard.
 
Contact: Please email  Neeha.goswami@dmu.ac.uk if you have any queries, prior to the submission date.
 
 
 
 
 
 
 

 
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lobal Business Issues Module code:          LIPC1160

 
DMUIC
Module Title:            Global Business Issues
Module code:          LIPC1160
Owning Board:       Joint Academic Board (DMU/OIEG)
Faculty:                     University Wide Learning (DMU)
Term/semester:      Spring Term 1
Module Tutors:       Mille Dias, Epiphanie Verschuren, Chirag Dattani,
Email address:        mille.dias@dmu.ac.uk, epiphanie.verschuren@dmu.ac.uk  ,  chirag.dattani@dmu.ac.uk
 
Assignment 1:       Essay (Written Report)
Weighting –               30%
Word count:             1,500 words (guidance)
Submission date:     Friday 28th February, 2020 by 9am via Turnitin
Learning Outcomes:
LO1 Demonstrate an increased knowledge and understanding of current economic issues in the way in which they occur as well as assessing their implications
 
LO2 Utilise fundamental theories and principles in order to measure and analyse key business issues
 
LO3 Show an understanding of the inter-relationship between economic variables and issues within both a domestic and an international context
 
TASK
Write an essay that compares and contrasts the differences in organisational culture towards the concept of Corporate Social Responsibility demonstrated by organisations in the UK Drinks sector (Beverage sector).  The essay must link discussions to clear evidence of research, using a variety of academic and factual sources of information such as recent publications (journals, books) and news, which should all be referenced.  Guidance – 1,500 words excluding references, and where possible examples from the UK Drinks sector should be used.
 
 
 

Brand Overview: Drinks Sector – UK – May 2018

Social Responsibility

 
Innocent top scores for ethicality
More than half of consumers who have heard of Innocent consider it to be an ethical brand. A number of factors tie into this, not least its commitment to sustainability and the formation of the Innocent Foundation. As part of this, Innocent has pledged to donate 10% of profits to charity, creating an obvious way for consumers to judge the brand’s ethicality.
 
FIGURE 1: Top ranking of brands in the drinks sector, by agreement with “Ethical”, January 2015-January 2018
 
Base: internet users aged 16/18+ who have heard of the brand
 

  Brand Base Ethical
      %
1 Innocent 1,842 53
2 Clipper 1,208 45
3 Tropicana 1,939 44
4 Ribena 1,950 42
5 Kopparberg 1,465 (18+) 38
5 Vita Coco 906 38
5 BrewDog 822 (18+) 38
5 Fever-Tree 616 38
9 Kenco 1,826 37
10 Bottlegreen 680 36
10 Glacéau Smartwater 1,204 36
10 Pukka 1,009 36
10 Evian 1,907 36
  Average across drinks brands   27
  Average across all brands   28

 
Source: Lightspeed/Mintel
 
 
 
 
 
Kenco and Fever-Tree initiatives drive ethical image
While Mintel’s The Ethical Brand – UK, August 2017 Report suggests that brands displaying ethical behaviour across all of their operations tend to fare best in terms of driving a socially responsible image, brands can help their cause through prominent causes and initiatives.
 
For example, Kenco’s work with Coffee v Gangs ensures it has a particularly ethical image compared to the average drinks brand. While many coffee brands are either Fairtrade-accredited or support work in the local community, the way that Kenco has pushed this in marketing material over a sustained period appears to have helped to effectively filter its message through to consumers.
 
Similarly, Fever-Tree has a longstanding partnership with Malaria No More, a charity designed to end malaria, because of its sourcing of quinine for tonic waters in affected areas. In 2017, the brand pledged to give 20p from each gin and tonic consumed around the world on World Malaria Day, and has continued its partnership in 2018, donating £5 for each picture posted on social media with the hashtag #MalariaMustDie.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
FIGURE 2: Fever-Tree #MalariaMustDie campaign, April 2018
 
Source: Fevertreemixers/Instagram/Mintel
 
Clipper focuses on the environment
Clipper has different ways that it highlights its care for the environment and the people who contribute towards the manufacturing of its products. Many of its products are certified Fairtrade or as organic by the Soil Association, which gives consumers an immediate indicator of its ethical proposition.
 
In addition, Clipper is the official tea of the National Trust, an organisation dedicated to the restoration and preservation of areas of natural beauty across the country. By teaming up with such an organisation, consumers are able to see a commitment to local environments as well as those where its tea is grown.
 
Mintel’s Brand Overview: Food – UK, March 2018 Report found that Dorset Cereals also benefited from a strong association with an environmental cause, through its link with the Woodland Trust.
 
FIGURE 3: Clipper tea as the official tea of the National Trust, March 2018
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Source: Clipperteas/Instagram/Mintel
 
Plastic demonisation presents an opportunity
With the demonisation of plastic growing at pace, as discussed in Mintel’s 2018 Trend Sea Change, brands within the drinks category have an opportunity to further promote their ethicality.
 
Mintel’s Bottled Water – UK, March 2017 found that 29% of bottled water drinkers and buyers agree that drinking bottled water is bad for the environment. At the same time, 63% agreed that water in a bottle made from recycled plastic would appeal. Similarly, 48% say that a bottled water brand that guaranteed to offset its carbon footprint would encourage them to buy.
 
Evian has pledged to become carbon-neutral by 2020, and 100% circular by 2025, making all of its plastic bottles from 100% recycled plastic with zero plastic waste.
 
Glacéau Smartwater has already made moves towards making its bottles more environmentally friendly, with the launch of bottles carrying the Plant Bottle logo to identify that they are made with up to 30% plant materials. This type of bottle, created by Coca-Cola, has been described as the first ever fully recyclable PET (Polyethylene terephthalate) plastic bottle made partially from plants, creating a lighter carbon footprint.
 
 
 
 
 
 
 
 
 
 

Criteria Proposed marking structure Max Mark
Research:
Evidence of research
Good quality sources
 
 
 
 
 
Required range of sources
Student has undertaken some research, and at least two academic sources (up to 9 marks)
Student has undertaken research that covers a range of sources including at least one book, one webpage and one that is appropriate to the task (up to 13 marks)
Student has undertaken extensive research that covers a wide range of resources as above in addition a journal or further academic source (up to 20 marks)
20
Analytical Approach:
Arguments are justified through use of supporting evidence
 
 
 
 
 
Evidence is analysed
Basic discussion with some analysis,  that begins to justify the arguments made (up to 9 marks)
Further developed discussion with analysis, and supportive statements that answer the task set (up to 17 marks)
Considerable discussion with analysis, compare and contrast used effectively and evidence to support task answer above (up to 23 marks)
Excellent discussion with strong analysis,  supportive evidence and conclusions drawn and evidenced with considerable research including various sources (as above research section) (up to 30 marks)
30
Student Voice:
Use of own words and style of writing; use of quotations is not excessive
Critical approach: stands of evidence are compared, contrasted and questioned
Own interpretation, own style developed, discussion evidence (some critical analysis within discussion can be drawn out of the evidence within the answers) up to 15 marks
As above, with developing critical analysis, used to draw together and create contrast and comparison elements (up to 20 marks)
As above, with excellent critique throughout, to draw strong conclusions that make sound discussion allowing a contrasting and comparative critique (up to 25 marks)
25
Structure:
Essay Format
 
There is a sequential logic and clear structure to the assignment
Adequate structure that has a basic element of a beginning, middle and conclusive end (up to 6 marks)
Developed structure with a conclusive argument woven and followed through that creates an appropriate conclusion (up to 11 marks)
Excellent structure with an argument drawn from the threads of the structure of the essay throughout with a final conclusion that is valid, relevant and appropriate to the arguments made throughout the assignment (up to 15 marks)
15
Referencing:
Correct use of Harvard conventions (in-text citations, reference list, cross-references)
Harvard Referencing is evident, correct and is appropriate (up to 5 marks)
 
5
General presentation:
Front cover
Spelling, punctuation and grammar
Correct use of paragraphing
Text formatting (line spacing, font sixe, word count, fully justified text)
ü  Spelling, punctuation, grammar, appropriate use of paragraphs and a cohesive layout, which includes a front cover and a content page (up to 5 marks)
 
ü  Text formatting (Suggestion – Arial 11, double line spacing)
5
TOTAL:   100

 
 
 
 
 
 
 
 
 
 

 
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De Montfort University Toyota Automotive Company PRESTCOM Analysis Paper

DMUIC
 
 
 
 
Principles of Marketing
LIPC1140
 
 
 
Individual Assessment Guidelines
 
March- June 2020
 
 
Module Organiser: Dr Shelton Giwa
Tutors: Mr Paresh Lodhia
 
 
 
 
 
Learning Outcomes
 
On successful completion of the module, students will be able to:

  1. Demonstrate knowledge and understanding of the basic theoretical principles of marketing.

 

  1. Apply the theoretical knowledge gained to relevant business situations.

 

  1. Present effective marketing analysis in written formats.

 
A major expectation of all assessments whilst at DMU/DMUIC is that students work in the English language and generate their assignments in the English language.   Initial work should be produced in English not a second language. This means that the use of any language generation/translation or websites is discouraged. The use of such tools may be considered Bad Academic Practice and the consequences outlined in the previous section will apply.
 

  • Total assessment weighting 50%

Tasks
Choose a UK Operating Car/Automotive companies from the following list:-
 
 
Top Automotive Trends In 2019: A Year Of Wows And Woes
 
Sarwant SinghContributor
Transportation
 
Automotive Trends in 2019
Getty
It’s time for our annual exercise in trendspotting.
Last year we anticipated that global vehicle sales would be challenged and that was just what happened, with global passenger vehicle sales limping to a marginal increase of just over 400,000 units in 2018. We had all our chips on the unstoppable rise of mobility services and, by year end, the top 5 ride-hailing companies—Uber, Lyft, DiDi, Grab and Go-Jek—were estimated to be worth over $230 billion. We also predicted that value added services in automotive retail would be huge. So, on the one hand, software technology companies made further inroads into the automotive industry through services like usage-based insurance, new finance and leasing services, and connected car services while, on the other, automotive companies kept their customers engaged and satisfied through expanded and enhanced after sales services and solutions.
A Year Of Wows And Woes
This year, I believe, will be a combination of wows and woes. Automotive technologies will be fresh, exciting and innovative but the uncertainties caused by Brexit, the United States-Mexico-Canada Agreement (USMCA) and China taking its foot off the growth accelerator will threaten to throw a spoke in the wheel. We’re likely to see the fall of an automotive giant, the (near) extinction of a car segment that has long defined the popular vision of the automotive industry, a windfall for the titans of new mobility, and much, much more technology-driven disruption.

  • Internet of Things (IoT) And AI Unleash Transformation: IoT and AI technologies will continue to revolutionize the automotive sector, driving unprecedented transformations across vehicle and device connectivity, autonomous driving, electric powertrains, and shared mobility. Think of your vehicle becoming a mini-office with your in-vehicle personal digital assistant making the driving experience safer, more productive, and less fraught.
  • China Takes A Tumble: After a decade of sales growth, the Chinese automotive juggernaut finally stumbled, with the passenger vehicle market declining in 2018. Expect a slowing economy, the growing uptake of shared mobility modes, the continued popularity of public transportation, and an increasingly saturated SUV market to clip the wings of the Chinese dragon.
  • Ride-hailing IPOs Go Supersize: Expect some mega blockbuster ride-hailing IPOs in 2019. Among the big names set to hit the public market are Uber, Lyft and DiDi, with valuations beating those of well-established car companies who have been building cars for over 75 years.

PROMOTED

  • The Future Of Mobility Is Multimodal: Public private partnerships, reinforced by Big Data and data analytics, will power resource-efficient, flexible and on-demand multimodal mobility solutions. This will dovetail with new policy initiatives aimed at promoting streamlined and sustainable urban transportation. At the same time, expect more white label journey planning apps for B2B and travellers.
  • A Connected Environment With Features On Demand: A connected vehicle ecosystem is closer than we imagine. From powertrains and advanced driver assistance systems to connected services and smart interiors, cars are becoming more connected both internally and externally. Business models—ranging from freemium where connected features are offered either as a demo, charged one off or are subscription based to short and long term subscriptions with one time, monthly and yearly payment models—will evolve to keeping pace with this highly networked and connected environment. Just check out Audi’s new eTron launch strategy of offering an à lacarte menu of options where you can buy connected car features on demand.
  • The Vehicle As Marketplace: Bask in your own little (automotive) marketplace. From the comfort of your car, access a whole host of on-demand contextual services ranging from fuel and parking, food ordering and payments, restaurant reservations, hotel bookings, navigation, alerts on offers from your preferred dealership and information on connected brands and valuable offers.
  • Autonomous Shuttles And Taxis Zoom Closer To Reality: Forget all those sci fi films. The day is not far when you’ll be hopping into an autonomous shuttle or a self-flying taxi in the real world. Car manufacturers, mobility service providers and autonomous technology companies are furiously pushing to be the first to debut their vision of autonomous shared transportation.

But before that, watch out for the convergence of connected, autonomous, safety and electric technologies as they create three critical platforms—electric, digital, and electronic—that will form the building blocks for autonomous vehicle development. Amidst widespread change in vehicle systems and architecture, get ready for improved diagnostics and vehicle health monitoring, streamlined electrical power systems, redundant braking and steering systems, enhanced ease of use, better human machine interface (HMI) and infotainment features, superior cybersecurity modules and the growing redundancy of electronic control units (ECUs).

  • Electric Vehicles Are Charged And Ready To Go: More than 270 ambitious start-ups are revving up the electric vehicle (EV) industry. Stricter emissions regulations will be accompanied by a flurry of new model launches. Tesla better scramble because on the anvil are more than 43 confirmed model launches—25 battery EVs (BEVs) and 18 plug-in hybrid EVs (PHEVs)—in 2019. Gear up for electric mobility options to become more pervasive in ride-sharing and micro-mobility solutions. Global xEV sales are expected to grow 38% over 2018 to reach 6.67 million units.

Despite growth in EV and hybrid vehicles, don’t count out petrol powertrains just yet. Advances in petrol engine technology will further affect already beleaguered diesel powertrains but will facilitate the transition to alternative fuels.
And finally, charging technologies will make a quick dash to catch up with advances in EV technologies. While BEVs will move toward 350kW+ DC charging, PHEVs will start 50kW+ DC charging. As Combined Charging System (CCS+) technology becomes standard, fast charging EV charging stations will become as convenient to use as your local gas station.

  • Vehicle Subscription Services Are Here To Stay: Thanks to millennials and Gen Zers who are expected to emerge as their biggest customers, and the rising preference for access to, rather than ownership of, a vehicle, subscription services are ready to explode. Over 16.3 million new and used vehicles are expected to be part of the vehicle subscription universe by 2025.
  • Gen Zers Become The Key Influencers: As Gen Z comes into its own, OEMs will depart from conventional vehicle features, design and capabilities to embrace a new, Gen Z inflected idiom that meets their unique demands.

Automakers Scramble To Deal With Fallout Of Trade Deals
The automotive industry will need to brace for a rough ride in 2019. New vehicle sales in emerging markets like Thailand, Turkey and Slovakia are projected to decline slightly this year due to rising vehicle costs, and cannibalization by public transportation and new mobility alternatives. This will be offset by marginal growth in new car sales in other emerging markets such as India, Brazil and Mexico.
Overall, Latin America will be the savior on wheels, pushed principally by a resurgent Brazil. Strong GDP growth, solid sales, particularly in the SUV segment, and policy impetus through ‘Rota 2030’, a growth and modernization strategy targeting the country’s automotive sector, are set to make 2019 a standout year for the Brazilian automotive industry.
In less uplifting news, Brexit, USMCA and the US-China trade war will continue to cast dark shadows on the automotive industry. New vehicle production and sales are expected to experience setbacks. As the industry tries to ride out this difficult year, expect to see more alliances between automakers and attractive after sales offerings to lure consumers.
This article is based on research and analysis from a soon to be released Frost & Sullivan study: Global Automotive Outlook, 2019.
Source: Forbes (2019)
 
 
 
Assessment Details
 
Using the supporting materials provided (see also Mintel Report, 2020) Blackboard under Assessment), as guidance, and other reliable and academic sources complete the following: –

  1. A PRESTCOM analysis
  2. Evaluate the current marketing environment for your chosen retailer (E.g. Internet based vs. actual store sales, information from recent UK sales (current and future projections), footfall & consumer confidence.
  3. A SWOT analysis
  4. Analyse three factors from your PRESTCOM/SWOT analysis which, in your opinion, are the most significant. Make recommendations to the Marketing Director for future marketing plans.

 
Writing Guidelines

  • Text formatting: – Arial 12, double line spacing.
  • Word limit: – 2000 (+/- 10%) suggested.
  • Submission: – Via Turnitin (Blackboard)
  • Submission date: – Friday 5th May 2020 before 09.00 (week 6) via Turnitin

If you require an extension of the deadline for some assessment components for up to 14 days, please speak to the DMUIC Reception at least 24 hours before the assessment is due to take place.  You will be given a form to complete in order to request an extension.  Please note that completion of this form does not guarantee that an extension will be granted, just that it will be considered.  You will know that an extension has been granted when the form is returned to you with a new deadline for the assessment, signed by the College Director.
Examples of valid reasons for an extension include confirmed extended periods of illness or recent authorised absence from the college.
 
Unauthorised Late Submission of Work

Late submission up to 14 actual days after the submission date The work will receive a mark up to a maximum of 40%
More than 14 days after the submission date 0%

 
The definition of ‘late’ will be after 9.00 a.m. to Blackboard for electronic copy.
 
Plagiarism and Related Academic Offences
 
Please refer to your programme handbook for specific details regarding plagiarism and bad academic practice.
 
Please be Aware:
 

  • You have been warned in the Module Handbook, and in the Regulations, so explaining that your plagiarism was accidental or that you hadn’t been told it was wrong will not be a valid excuse.
  • Plagiarism is an academic offence. You will be referred to the Academic Practice Officer (APO) if we suspect or find evidence of any of the above offences. There will be a full investigation which will delay the release of your marks.
  • Your assignment will not pass if it contains material which has simply been paraphrased or plagiarised from the learning notes or other electronic or printed material.
  • You must not ‘cut and paste’ or copy from any on-line or any hard copy sources.
  • The use of only the citation or abstract of an article is not acceptable.
  • You may be expelled from the University for an offence of these types
  • Please see the University Guidelines on Plagiarism and Bad Academic Practice for more information on what is acceptable and what is not.

 
 
 
 
 
Mark Scheme (100%)
 

Criteria  Marks
   
Research:
Evidence of research
Good quality sources
Required range of sources
25
Analytical Approach:
Arguments are justified through use of supporting evidence
Evidence is analysed
Appropriate recommendations supported by evidence
 
30
Student Writing & Application:
Use of own words and style of writing; use of quotations is not excessive
Critical approach: stands of evidence are compared, contrasted and questioned
 
25
Structure:
Essay Format
 
There is a sequential logic and clear structure to the assignment
 
10
Referencing:
Correct use of Harvard conventions (in-text citations, reference list, cross-references)
5
General presentation:
Front cover
Spelling, punctuation and grammar
Correct use of paragraphing
Text formatting (line spacing, font size, word count, fully justified text)
5
Total 100

 
Assessors
 
Shelton Giwa and Paresh Lodhia
 

 
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