International Marketing Strategies Assignment

Assignment Task

International Marketing

This assessment is designed to ensure the learner’s merit from combining marketing and marketing communications together in a world where international marketing must adapt. This ensures a theoretical and real-world experience of global/international marketing. The students will need to understand and critically analyze market and industry data, micro/SME/large corporation data, and the exploration of academic and contemporary theories/approaches together.

It is not about being correct but about the power of one’s argument, the legitimacy of one’s ideas through reasoned rationale, founded on well-referenced and up-to-date research evidence.

Brief

Acting as a marketing consultant, you are required to produce an individual words International Marketing report for a company of your own choice expanding their operations (product or service) into a new market. In order to do so, you must complete the following:

1. Choose a company you are familiar with and that has physical market presence – do not choose a company that only operates online

a. Introduce the brand and conduct a brief brand analysis, justifying your choice of organisation

b. Choose ONE suitable new market for the company to enter into (please ensure that the company does not already operate in that market).

2. Conduct a macro analysis on the chosen country (choose two to three PESTEL factors you deem most important). Also include an overview of local competitors and positioning

3. Produce a customer persona which demonstrates the new country’s target market and discuss the consumer behaviour implications and any differences in cultural identify that should be known to the company’s executives.

4. Discuss and critically evaluate the potential opportunities and threats associated with the brand’s entry into this new foreign market, making a clear link to the organisation’s mission and vision and how this expansion would align

5. In launching of this product/service in the chosen country discuss one of the following three areas and make recommendations on how the company can approach that challenge:

6. The company’s positioning strategy; Does the company need to reconsider their positioning? If so, why? If not, why not? Use examples.

7. What, if any, cultural barriers could there be, that may require modification in the communications mix/strategy? Suggest any changes and justify your response with examples.

8. Discuss possible market entry modes that are most appropriate. Justify and support your answer with examples.

9. In discussing your chosen theme (one of the three) above, include what next steps your chosen company needs to take to realise their new market entry.

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