Trends Within the Marketing Environment - Effective Global Marketing Decisions - Marketing Assignment Help

Assignment Task:

Assignment Brief 
As part of the formal assessment for the programme you are required to submit an International Marketing assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments. 

Learning Outcomes: 
After completing the module you should be able to:
1. Identify and analyse trends within the marketing environment. 
2. Assess the effectiveness of various tools for gathering marketing information. 
3. Critically analyse the main approaches to international marketing. 
4. Identify and critically analyse information needed to establish and implement effective global marketing decisions, policies and strategies. 
5. Develop, evaluate and justify appropriate international marketing strategies for a mix of different economies and organisations. 
6. Critically evaluate the appropriateness of e-business strategies 
7. Responsible Global Citizenship: Understand global issues and their place in a globalised economy, ethical decision-making and accountability. Adopt self- awareness, openness and sensitivity to diversity in culture. 

Background 
In your role as an International Marketing Consultant you have been approached by the owner of a small business selling custom-made folding guitars: Miles Ahead Guitars (note: this is a fictitious company). The owner has grown the company through providing an innovative solution for travelling musicians who wish to take their guitar on their travels without having to carry an oversized case. Their guitars fold and can be stored into a supplied case that measures 60x30x15cm. 

They currently have sales of £1.2m per annum (or the equivalent in your country’s currency). The company realizes that there are opportunities to grow their business by expanding to overseas countries but require some expert advice before deciding where to expand and how. Because of your relevant marketing knowledge, you have been approached by the owner to help the company with the following: 

Task 1 
In your role as an International Marketing Consultant select two potential, contrasting overseas markets and discuss the differences likely to be encountered in expanding from the home market. One of these should be a developing market. For this you are required to conduct a PESTEL analysis. Comment on how you have gathered the material to inform your choices and highlight the key trends in the marketing environment using appropriate theory and academic models, for example Porter’s Five Forces. 

Task 2 
In critically analysing the main approaches to expanding Miles Ahead Guitars’ international business, you are required to evaluate three different market entry strategies they might consider utilising. Recommend one and justify why this is their best opportunity. 

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