AMB336: International Marketing - Great Aussie Honey Case Study - Marketing Assignment Help

Assignment Task:

Description:

Organisational context and target countries are provided below. Students are required to provide analysis related to the opportunities and challenges of contemporary digital marketing within international marketing settings, the international consumer context within the target market and the type of product should be central drivers of these learnings. Students address these opportunities and challenges through the lens of country, company, customer context to better develop a realistic and justified recommendation.

Instructions:
1.    Read the research questions below.
2.    Provide an understanding of the opportunities and challenges pertinent to the brand/organisation/international customer.
3.    Provide insights on digital marketing related to the context brand/organisation.
4.    Provide a realistic and justified digital international marketing recommendation.  *Remember to support your findings, arguments and recommendation with academic, peer-reviewed sources.

Students are to present an international marketing research report.  Australian honey retailer exporting to China “Great Aussie Honey” (Please don’t contact the organisation its fake), which have already seen significant sales growth to China through Alibaba.com. You are the International marketing manager and must evaluate the country market settings and evaluate the potential viability of more international growth with a new digital marketing approach. Be aware of the changing environment and the impact on marketing activities in the international market such as “the customer experience”. Students are to draw upon the literature to highlight key areas where change is altering the international marketing activities and performance of the organisation. Further, the impact of the new Internet activity on international marketing performance indicators such as enrolments increasing sales has become clearer in recent years and should also be a focus (see earlier lectures). For example, new Internet-based technologies such as virtual reality, augmented reality and other platforms should be evaluated as tools for the project. 

Criteria reference assessment (CRA) is available through Blackboard. 

Scenario: A well-established Australian retailer “Great Aussie Honey” recently saw increased international demand from China. The organisation is a medium sized retailer. You, the international marketing manager believes that China has potential growth area/market for the organisation. Further, the head of marketing believes Internet technology may also enhance the organisations ability to generate profits now and in the future from those markets, but is unsure how. Can you help analyse and evaluate the potential for this country market? Choose a particular geographic area of China and justify this choice. Further, assess how virtual reality or augmented reality will assist the firm in their international marketing activities of their product?

Research Question: Who is the customer (eg end users, businesses and or government)? How might these country-specific and technology elements influence the marketing activities and performance of the firm from those markets? What strategy might be most appropriate? How has the Internet influenced international customer behaviour and/or culture from that market? 

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