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MKTG 2002 : Global Marketing

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This assessment requires you to develop the remaining sections of a comprehensive international marketing plan for your selected organisation in the new country target market. The final document should include your work from Assessments 1 and 2, revised as necessary, as the first parts of the overall plan.

The aim is to recommend a marketing mix strategy that will enable the organisation to achieve its objectives in the new market. This includes:

  • objectives for the first 12 months of your plan;
  • strategic recommendations for the 4Ps (or 7Ps), including the extent of standardisation vs. adaptation with respect to domestic or other international marketing plans already in place; and
  • plans for managing, measuring and controlling the international marketing effort.
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