What is Location-Based Geo-market Assignment

Assignment Task

Market Analysis

• Critically analyze a new geo-market location for a known brand/family business (known is based on data availability). What new market could be considered, or has already occurred in reality:
• Students will start by articulating their chosen brand/family business, at brand or product/service level(s) applied in conjunction with core, formal and augmented - 'CFA' analysis, and will have considered and applied integrated, appropriate brand evaluation models and theory elements. 
• Critical macro (integrated and prioritized), quantitative volume and value interpretations, and micro market analysis (applying the full range of micro market tools but with focus on the most appropriate key terms relevant for the new geo- market targets). 
• The selected brand's macro industry's competition, micro market's positioning and critical competitiveness analysis will be assessed in the new market, and/or analysis further critiqued from current markets relevant for the new market. 

Market entry

• Critical Value Chain Analysis. Part ii) needs to immediately extend into key characteristics of the brand's potential/actual value chain. Drawing on key opportunities and challenges for the physical, virtual, and any digital, criticality will demonstrate value chain analysis' 'interconnectedness', and the potential for minimum and sustainable 'critical success factors', articulating competitive advantage(s) 'CA(s)', and any fact/value-based unique selling point(s) - 'USP(s). These may have been established domestically, thus are exportable. Or instead are newly developed for this report because of the new geo-market. Or re- exist again through a new geo-market expansion. 
• Internationalization theories application. The value chain analysis needs to be followed by, or integrated into internationalization theories. This will include a critical analysis on the selected brand/family business; value chain foreign expansion via specified and appropriately selected rules of market entry, the resulting market entry factors, the probable modes of new market entry, followed by any rational market entry options for the selected new country, or new city abroad, fully and critically justified. 
• An attempt at framing part ii) can be achieved with a focus on one appropriate internationalization theory, with integrated supported from two other theories where appropriate, e.g. Network Theory, Transaction Cost Analysis, and Uppsala Theory. The aim of part ii) of the business report is to have applied value chain interconnectedness within a potentially successful, physical capability in expanding abroad, and rationalizing such capabilities and why. 
• The Business Report will provide an 'Overall Conclusion' and provide 'Overall Recommendations' - based on project research, then recommendations analyzed across all subject areas required by the brief in totality and which could be proposed to the brand focused for the report. Recommendations can include rationalized ideas across marketing and marketing communications in serving the new geo-market effectively/more effectively.

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