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PM305 International Marketing

tag 0 Download 13 Pages / 3,068 Words tag 25-07-2021


Learning outcomes assessed:

  1. Identify the principal managerial issues and policies necessary for success in international marketing.
  2. Examine and evaluate methods of identifying and qualifying market potential in different parts of the world.
  3. Illustrate the nature of overseas distribution systems (including agents and joint- ventures) and demonstrate the marketing implications of differences in culture in consumer behaviour.

Read the case study base on A case of Toys “R” Us, Inc. looking to international Market and answer the following questions:

1: Analyse the macro and competitive factors that impact global Toys’ Industry. 

2: Analyse internal business environment of Toys"R"Us using Porter’s Value Chain. 

Note: questions 1 and 2 require you to research and analyse:

  • Global macro-Toys industry
  • Global Competitive factors -Toys industry
  • Internal business environment of Toys"R"Us
  • SWOT
  • Summary of findings

3: Evaluate the potential target markets of India, Sri Lanka, Nigeria and Russia using the 12 Cs framework and then select ONE of the target markets and justify choice. 

Note: requires you to evaluate market attractiveness of the 4 potential markets (India, Sri Lanka, Nigeria and Russia), using 12Cs framework, compare the market attractiveness, and decide ONE country / market to target.

4: Recommend to Toys"R"Us an appropriate mode of entering the chosen country and justify your choice based on your analysis and theory. 

5: Analyse the targeted country’s socio-cultural factors. Develop appropriate marketing mix for Toys"R"Us to succeed in your selected target market. You must link your proposed marketing mix to the company’s SWOT and external cultural factors and Justify your answer.

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Total 13 pages

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