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MIBM 721 International Marketing Strategies



You have recently joined the marketing team at Kickerco, a company which has been trading nationally for many years.  The company would like to start to trade internationally.  The company has recruited you because you have worked for organisations which have traded internationally and they want to use your experience and expertise to assist in the development of this area of work.

1 Formal brief

The senior management team have asked you to brief them on the implications of international marketing for organisations in general. Write a formal briefing paper for the senior management team to read.

In the briefing paper you must:

assess the market research requirements for international marketing
analyse how the business case for international marketing can be justified
assess the risks which must be considered for international marketing.

Extension activities:

To gain a merit grade you must also: evaluate different methods of international marketing.

To gain a distinction grade you must also: analyse the way in which financial and pricing issues may affect international operations.

LO1, ACs 1.1, 1.2, 1.3, 1M1, 1D1

2 Report

The senior management team would now like you to use your knowledge and experience of operating in international markets to help them to understand how to develop an international marketing strategy.  Write a report for the senior management team. In the report you must:

  • analyse the features of international markets
  • evaluate the operational considerations that should be taken into account when developing an international marketing strategy
  • analyse the characteristics of an international marketing strategy.

Extension activities:

To gain a merit grade you must also: evaluate the legal implications associated with developing and implementing an international marketing strategy.

To gain a distinction grade you must also: choose an organisation you know well or one where you have access to detailed information. Evaluate the chosen organisation’s international marketing strategy.

LO2, ACs 2.1, 2.2, 2.3, 2M1, 2D1

3 Presentation

The senior management team would now like to understand the requirements of international marketing communications. Develop a presentation with an accompanying handout for the senior management team. You do not need to actually deliver the presentation. In the presentation you must:

evaluate the way in which local customs culture language and ethical considerations may affect marketing communications
assess the role of technology in international marketing communications
assess the implications and requirements of different sales and marketing communications strategies.

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