M5 Assignment: JL Racing Video Case

Please watch the JL Racing Video.
This video presents the international marketing problems and solutions of a small apparel manufacturer in Orange County CA— an area known as “Velcro Valley” because of the strategic cluster of surf wear manufacturers and designers. The entrepreneurs discuss how the company started, how it has grown, how management responsibilities are shared, and their approaches to a variety of international marketing challenges.
Topics addressed include:  seasonality and the stability that international markets bring, customers in Europe, competitive advantages, promotion strategies, the sales force, buying habits, the use of the internet for both marketing and operations, pricing, and cultural differences in consumer tastes. Most interesting is the comment about how their international sales have affected their domestic designs. The video is an important one because of its small company perspective.  This is particularly so because less than 5% of small companies in the United States export.
Questions and tasks:
1. What are the main challenges small companies are facing when doing business internationally?
2. Describe and analyze international marketing strategies implemented by JL Racing (tip: use additional sources like their website).
3. How do you think their international sales affect their domestic business? Why?
Submit a 3-4 page analysis with your answers.
Guidelines. Use fonts 11-12 (times new roman, arial), spacing 1.5 – 2, do not write more than four pages. Your list of references should include no less than 4 – 5 sources other than the textbook.  It is always good to reference the company website and use external sources like business media and marketing journals. Substantiate your conclusions using facts and data. Make it clear when you are using facts, data and other information from the textbook (or other sources). For referencing, use APA style. When using tables and graphs, provide your comments. Don’t forget to proofread before submitting. Read more about this assignment in the Case Study Analysis Guidelines document in the Course Information section of the course.
Evaluation. Normally, it will take me 1-2 weeks to grade your work. I will be using the following rubric: 1) timeliness – 1 point; 2) format and style – 1 point; 3) additional sources – 2 points; 4) theoretical concepts used (you have to demonstrate that you have gained new knowledge from the textbook; citing relevant pages is compulsory) – 2 points; 5) logical, coherent answers reflecting your understanding – 4 points. Maximal amount of points – 10
Submission.
Under the Title enter your full name and the title (or number) of the assignment (for example, <Joe_Smith_Assignment_5>).
It’s much better to use either .doc or .rtf formats. To solve technical problems, call helpdesk.
Please read the SUNY Empire State College statement on Academic Integrity before submitting any work for this course. Be sure to cite any and all sources correctly so that your academic integrity is not called into question.