Develop a Proposal To Client For International Market Entry Strategy Assignment

Assignment Task

Assessment 1

Provides the underpinning research and analyses that supports the rationale for the proposals made in assessment 2 and successive stages in the process of international marketing planning (Hollensen, 2017) and the opportunity for feedback for effective learning.

Assessment 2

Requires the individual to act in role as a marketing consultant and develop a proposal to a client of key elements of an international market entry strategy.

Introduction

• Reason for this report – IMC
• About selected organization for expansion and potential reasons for expansions
• Opportunity and growth of Non-Alcoholic Beverage Market
• Report structure – link International Marketing Planning process 5 stages Hollensen, 2019.

Decision to Internationalize

• Analyze the current situation – stage 1 – summary 
• SWOT Analysis – Selected orgnisation
• Global Non-Alcoholic beverage Market Trends
• Overall summary of above details with + &-

Support for your thesis should come, from primary (original documents, interviews, and personal experiences) and secondary (information that has been processed or interpreted by someone else) sources. To use your support effectively, you must elaborate upon the information, quotations, and examples taken from your sources and connect them to your thesis. It is also important to remember to cite the sources of the evidence and support you use in your paper.

Deciding which market to entre

Introduction for the Stage 2 – use core text

International Market selection –  define IMS

• Primary criteria and secondary criteria  -  Non - Alcoholic beverage consumption countries based on the growth or region  –  example Asian Region - 10 countries
• (find data for global Nonalcoholic consumption growth rate and link it to region or cluster- provide data) – do the selection criteria based on physic distance such as language, culture, religion etc

Screen markets

a. Preliminary screening - Internal and External elements such a 12 C model or elements such as (state of market / industry – Growth/ revenue, population, entry restrictions, country responsiveness, etc). Asian region out of 10 countries (Kick off 5 countries) - refer slide no 11 for elements and slide no 12  for examples and support.

Market entry Strategies

• Export, Intermediate and Hierarchical- apply for the selected Org. and justify - link the MACS analysis provide justification for the selected country
• Evaluate the selected entry mode – example: Intermediate – discuss advantages vs Disadvantages – JV, Franchising, licensing, contract manufacturing etc
• Justify the selected criteria further with support provided slide no 16 and refer chapter

Implementing and Coordinating the Global Marketing Programme 

• Discuss about global planning process and how important is planning, control, budgeting etc for the selected organization (refer slide no 23)
• Marketing Budget for 3 years
• Implementation - key performance indicators to measure success (refer slide 24 for areas to discuss)
• Control - discuss about factors affecting marketing control (refer slide 25)

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