MKT6035 - International Marketing Planning Assignment

Assignment Task

Method of Assessment

On successful completion of the module, you are required to produce an international marketing plan for a foreign brand entering the Hong Kong market. This module will be assessed through a words individual assignment in business.

Assessment Brief

Drawing on your understanding of international marketing topics, you are required to produce a report of about (excluding content list, appendices, and reference list) to fulfil the following brief, you should use figure, diagram, table, chart etc.

The plan will include a brief analysis of the Hong Kong to assess its level of attractiveness for this brand. The plan should include a detailed discussion on the relevant areas of the international marketing mix and a comprehensive justification on your recommended marketing strategy and method of entry/operations.

1. Introduction

a. Introduce the background of the brand - DOUTOR Coffee

b. Objective of this marketing plan

2. SWOT Analysis

a. Use Porter’s Value Chain Model to analyze the internal strengths (S) and weaknesses (W) of Doutor Coffee. Take the table in the sample assignment as a template to finish this analysis

b. Use the Pestel Model and Porter’s Five Force Model to justify DOUTOR Coffee’s external opportunities (O) and threats (T) in order to evaluate the attractiveness of Hong Kong market towards Doutor Coffee. Take the tables in the sample assignment as a template and make the appropriate considerations and justifications to the this analysis

3. International Segmentation, Targeting, and Positioning Analysis

a. Segmentation – use segmentation variables to identify the profiles of the target customer segment in Hong Kong

b. Targeting – choose a target customer segment and use different criteria to justify if the target segment is attractive and profitable

c. Positioning – plot a positioning map to determine a competitive positioning strategy of DOUTOR Coffee in Hong Kong market.

4. Market Entry Mode Recommendations

a. Choose a suitable entry mode for DOUTOR Coffee to enter the Hong Kong market and explain the reason

b. Use diagram to show how the operation activities should be arranged both in home country (Japan) and Hong Kong, and briefing explain what the activities they are responsible for.

5. Marketing Mix Recommendations

a. Setup a business goal for this plan of entering Hong Kong market and justify if the goal is appropriate

b. Plot a graph to illustrate the expected profit and sales in the four stages of DOUTOR Coffee’s product life cycle in Hong Kong market

c. Recommend a marketing strategy for DOUTOR Coffee d. Use a table to illustrate the objectives and characteristics in the four stages of DOUTOR Coffee’s product life cycle

e. Use a table to illustrate the recommended 4P (product, price, promotion, and place) marketing mix strategies in the four stages of DOUTOR Coffee’s product life cycle.

6. Marketing Control Recommendations

a. Discuss what evaluation and measurement should be made to assess and monitor DOUTOR Coffee’s business and performance after entering the Hong Kong market.

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