6MARK014W - Global Marketing Management (UG) Assignment

Assignment Task

Summary

1. You need to select a company based or operating in the UK (please note this company should not operate in the BICS (Brazil, India, China and South Africa) countries and then conduct a full internal analysis.

2. You will highlight their current key marketing activities.

3. Present a justification as to why the firm should expand overseas.

Proposed

Company background Introduction to the company/brand and logo, how the company fits into the brand architecture.

Operating results (by product, customer, geographic region), Sales, Market share, Profit margins, Costs (it is recommended that you focus on operating results within the UK).

Strategic issues analysis, e.g. Marketing objectives, Market segmentation, targeting and positioning, Competitive advantage, Core competences, Portfolio analysis.

Marketing mix effectiveness (4P’s or 7P’s) how the company utilises the 4P’s or 7P’s to appeal to the target market(s) and company/brand positioning.

Justification of the reasons why the company wishes or needs to expand internationally Justified reasons of the need/wish to expand beyond the home market and/or the appeal of emerging markets.

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