MRKT 2016 -Module 7 - Case Study 2 - Spire and Locate in Scotland

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University of Manitoba *

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2016

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Marketing

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Feb 20, 2024

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Uploaded by BarristerMusicToad43

International Marketing (MRKT-2016) Case Study 2 Grading This Case Study is an individual assignment. It is worth 35 marks and 2.5% of your final grade. Due Date Your assignment must be completed and submitted to the Dropbox by the date indicated by your instructor. Assignment Overview Working individually, you will analyze the following case and answer a series of relevant questions. You will be assessed on your achievement of the following course learning outcomes:  Evaluate the different types of international modes of entry to assist in international market expansion. Estimated Completion Time Approximately 1 hour. Scenario Spire is a nanosatellite and data analysis company based out of San Francisco. The company specializes in gathering unique data from small satellites in a low-earth orbit. Spire collects this data, pulls it down and through a network of ground stations, and sells. The Spire opened its European headquarters in Glasgow, Scotland. Data, like that provided by Spire’s nanosatellites, can be the key factor in fighting the extreme and unpredictable weather events that cause so much destruction globally. Scotland has a well-known reputation for providing a first-class welcome to all its visitors and Spire management were very impressed by the warm and open reception they received from the Scottish Government agency. CEO and Co-founder Peter Platzer stated 'Where Scotland won out was the access to risk capital, the flexibility and, importantly, the Scottish Government’s eagerness to support innovative companies – this really stood out here’. His vision when he co- founded Spire was to be able to provide satellite powered data from any location on earth. He also claims that his staff are very pleased; ‘We had a number of overseas staff come here for a temporary position to help set up who have since decided that they want to stay here permanently. Glasgow is a really great place to live and Scotland in general - our people really enjoy being here. The words friendly and hospitable are really not rich enough in meaning to describe the experience of being a part of everyday life here in Scotland’. As well as the positive welcome and help that they have had to settle into life in Scotland, Spire management also point out that a key factor in their location decision was the access to a talented work force. ‘When we looked at Scottish staff, we found that the passion for what they do, their character and work ethic, is absolutely world-class’. Page 1 MRKT-2016: Case Study 2

Product Answer the following questions (20 marks) : 1. Why did Spire choose to locate in Scotland? (5 marks) 2. Why do companies set up overseas manufacture and service operations? (5 marks) 3. Describe a Manitoba-based business that has overseas manufacturing and/or service operations. Explain why you think they expanded operations to that specific country. (10 marks) Format (15 marks)  Written in Microsoft Word.  Times New Roman or Arial (10 – 12-point font).  Title page including Case Number, Course Number, Your Name, Date, and Instructor name.  Headers for each question and page numbers.  APA format for any citations.  Note that you will be deducted marks for improper use of grammar, spelling, and punctuation. Please see rubric in Learn for more details. Submission Submit your assignment through the LEARN Dropbox. Include in your file name the course code, assignment name, and your name (e.g. MRKT2016_Case 2_JDoe.rtf). Page 2 MRKT-2016: Case Study 2

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