MG628 - International Marketing Management Assignment

Assignment Task

Tasks

1. Market Entry Strategy

Central Furniture Manufacturing (CFM) Ltd. (please refer to the document on the VLE ‘CFM Ltd. IMM Case Study 2023-24’) is exploring an option of entering into a direct arrangement with a leading supermarket chain of your choice (i.e. without using an agent or distributor) in your chosen country, which would give that chain the exclusive rights to sell CFM products in their physical stores.

Given your chosen market knowledge drawing from your group presentation and research, you are now required to critically evaluate the above option. Provide evidence for your points and with clear links to your understanding of the consumer and the retail environment. Both secondary research from Passport and academic research should be used. State clearly any assumptions considered, if applicable.

2. Global Trends and Their Application in the Local Environment

CFM’s CEO has asked you to identify TWO key global trends, which you find particularly relevant to CFM’s brand proposition. For each, you need to;

• State clearly why this trend is especially relevant to CFM

• Discuss how far that trend seems to be emerging or already important in your particular country using both qualitative and quantitative data (i.e. what is the evidence for that trend on a local rather than a global scale?)

• Provide and justify one specific recommendation regarding a change to the marketing mix or an action you consider necessary in your chosen country, as a consequence of that trend.

3. Country-Specific Communications

(i) Segmentation, Target and Positioning (STP) strategy you intend to focus on in your chosen country (consumer insights- ensure that you show a full understanding of your target customers’ interests, values, lifestyles, perceptions and attitudes, culture and usage of technology, supported by data/research from Mintel/Passport GMID) - also use an appropriate table and/or diagram to summarise your STP - this will not be considered within the word count.

(ii) Briefly outline the marketing mix, especially focusing on marketing channels to be used in order to educate, engage and convert consumers in the chosen market. Also, include explanation as to why you believe these channels are effective.

(iii) Examine the extent to which social media communications (identified in the channels above) need to be standardised or adapted in your chosen country - engage appropriately with the consumers that you have profiled in task 3(i) and ensure that any culturally-specific needs and requirements, are taken into account.

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