Select an existing product that is native to your own country and one overseas country as a target market.
You are a Marketing Manager at the company that markets the product you have selected. As a contribution to the company marketing plan, the CEO has asked you to write a report recommending the most appropriate market entry strategy to enable your product to enter the overseas target market.
The report should include the following elements:
- Briefly introduce your chosen product and target market. (10%)
- Critically examine the advantages and disadvantages of the different approaches to market entry available to your company in the chosen target market. (40%)
- Recommend a market entry strategy for your company and justify this recommendation. (30%)
- Provide a logically structured and well-presented piece of work, citing relevant academic theory and other sources of relevance to the industry and market covered. The assignment should be well referenced in the Harvard style (20%)
I am looking for the following:
- 2,500 words (+/- 10%)
- A clearly articulated description of product and target market, supported by relevant sources.
- Evidence that you understand the advantages and disadvantages of different market entry strategies in relation to your chosen product and market.
- A sound recommendation of the most appropriate market entry strategy that flows logically from the preceding analysis; is clearly justified and relates directly to your chosen product and market.
- A report format, using heading and sub-headings.
- A logically structured and well-presented piece of work, citing relevant academic theory and sources of relevance to the industry and market covered.
- A fully referenced report (at least ten references) in the Harvard style.
The table below indicates the module learning outcomes assessed by this assignment (in bold).
Knowledge and Understanding
Successful students will have a knowledge and understanding of:
1. the changing nature of the global trading environment, major strategic and contextual trends which affect global strategic decision-making;
2. the different social and cultural conventions which effect buying behaviour and marketing approaches;
3. the ethical considerations and implications of a range of global marketing strategies;
4. the methodologies for global marketing research and a range of sources of data/information and tools of analysis necessary to support a global marketing strategy.
Skills and Attributes
Successful students will be able to:
1. critically analyse the global marketing environment through the use of models and tools for decision-making;
2. evaluate and apply global marketing strategies, plans and tactics to a range of global marketing scenarios;
3. conduct research on a business and a global market;
4. evaluate a business's capability;
5. evaluate market potential for a chosen product or service in a global market(s);
6. prepare a global marketing plan.