Academic Session 2021 Second Semester
May 2021
Assignment 2
BMG306/03 Introduction to International Business
Instructions: 1. Assignment 2 contains One Case Study and you are required to answer ALL
questions related to the case study. 2. Assignment 2 carries 35% of your final total marks.
3. The assignment should be typed using Arial, font size 12 and double spaced, approximately 2000-4000 words and in essay format.
4. The deadline for the submission of Assignment is 4 July 2021, 11:59pm. A softcopy should be submitted via Online Assignment Submission System.
5. Students are highly encouraged to passage their Assignment to the Turnitin system before submission, to encourage honest academic writing and it is not mandatory except for Project courses.
2
Read the case below and answer all the questions that follow.
This case focuses on CLO:1 Explain globalisation as well as country differences in term of political, legal, economic, socio-cultural and technological environment
Robot- delivered Jajangmyeon Noodles
Soon in Seouls near future, citizens will be able to order jajangmyeon Chinese-Korean noodles, buy medicine and shop for magazines at home and have them delivered by a robot in half an hour.
Kim Bong-jin, the founder of South Koreas biggest food-delivery app, is betting that autonomous gadgets the size of a small cooler will help his Baedal Minjok delivery service keep a grip on a market filled with new entrants. The goal is to cut costs, reduce delivery-related accidents and cope with a labour shortage in one of the worlds fastest-
aging nations. Kim is confident that his Dilly robots will start deliveries within three years.
Woowa Brothers Corp, the company behind Baedal Minjok, raised US$320mil from Hillhouse Capital, Sequoia Capital and GIC in the US to help develop a prototype thats set to roll out soon. The goal is to tap into a global service robotics market projected to almost triple to US$29.8bil by 2023, according to Markets and Markets Research
Private Ltd.
Valued at 3 trillion won (US$2.7bil), Kims start-up company currently handles about 28
million orders a month. Getting deliveries to people in the nation of 51 million is not an easy task.
First, Kims Dilly robots have to be able to navigate in urban landscapes dominated by tall residential buildings. He has found a solution by partnering with a local manufacturer that would let elevators talk with the delivery robots.
The goal is to win over potential customers like Lee Dong-woo, who orders food at home at least once a week, getting everything from fried chicken and rice noodles to raw beef delivered to the door.
I wouldnt mind robots getting my orders at all, said the 39-year-old Seoul office worker. In fact, Id like it more because I wouldnt have to deal with sometimes
unpleasant deliverymen.
3
Kim has been recruiting an army of robotics engineers and working with Sunnyvale, California-based Bear Robotics Inc, which has been developing devices that deliver dishes to customers tables in restaurants. Kim thinks his Dilly robots will eventually be
able to handle simple errands, including tasks such as throwing out garbage or delivering a home-made lunch.
Theres a growing trend of using robots to do things that human beings do not want to do, said Jing Bing Zhang, an analyst at IDC.
There are still a lot of technical challenges that need to be overcome. Especially in urban areas like Singapore, Shanghai and Seoul, therell be som e safety concerns, whether they will be hit by other vehicles or will hit people.
Kim is meeting some early resistance from people who dread the idea of robots roaming inside their apartment complexes. Critics say the Dilly robots would scare children and make their real estate less attractive.
Some residents may still prefer humans, because they arent used to dealing with machines for payments and other services, said Jin Se-taek, who represents an
association of about 1,100 households at an apartment complex in Seongnam, south of Seoul.
Even though his company is one of South Koreas six unicorns, according to CB Insights, Kim doesnt believe in making people work longer than they have to. Kim restricts his workers from labouring more than 35 hours a week, five hours less than most companies in South Korea. So far, hes satisfied with the increase in productivity.
We didnt introduce this so we could slack off, Kim said. My goal was to create a workplace where we could concentrate better. We should never stop thinking about how
we can change the way we work so we change the way we live. Bloomberg
(Source: https://www.thestar.com.my/business/smebiz/2019/03/04/coming-soon-to-seoul- robotdelivered-jajangmyeon-noodles/
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