For this assessment item, students are required

For this assessment item, students are required to select an event in Australia for which they will develop a detailed promotion plan. Your task is to develop a plan to promote the event better than it has been in previous years. In developing the promotion plan, students must do the following:

• Provide background information on the event, including the overall business objective for the event (e.g., generate profit; promote a region, raise funds for a specific charity)
• Conduct an internal analysis of the event (strengths and weaknesses) as well as an assessment of the external environment in which the event exists (opportunities and threats)
• Identify three specific target markets (i.e., primary, secondary, tertiary) to be accessed through the promotion plan
• Determine three SMART objectives to be achieved through the successful execution of the promotion plan
• Detail specific promotion strategies to be implemented to achieve each SMART objective
• Develop an action plan including a timeline for the implementation of the promotion strategies
• Provide a budget accounting for the costs associated with the promotion strategies outlined
• Describe a plan for evaluating whether and how the SMART objectives were achieved

Read the case entitled: “Tackling Corrupt Practices: GSK China ” by Meyer, K. in Peng, K. and Meyer, K. (2016) pp. 544 – 549 and answer the following questions:
  1. Using the “four risks of international business”, assess the risks facing GlaxoSmithKline (GSK) in doing business in China (40 marks)
  2. With reference to the GSK China case study, identify and discuss the factors responsible for the corrupt practices in Chinese pharmaceutical/medical industry. In what various ways can the Chinese government discourage corrupt practices in the pharmaceutical/medical industry? (30 marks)
  3. Explain how GlaxoSmithKline (GSK) can use Corporate Social Responsibility (CSR) and Corporate Governance Practices to tackle the corrupt practices in the Chinese Pharmaceutical/Medical Industry. What does GSK stand to gain from the implementation of CSR and Corporate Governance initiatives in its operations in China? (30 marks)
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