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PM305 International Marketing

tag 0 Download 13 Pages / 3,125 Words tag 26-07-2021


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- vecntures) and demonstrate the marketing implications of differences in culture in consumer behaviour.

Read the case study base on Red Carnation Hotels and answer the following question :

Consultancy Brief:

Hired as an international marketing consultant, you have been asked by Red Carnation Hotels to carry out a thorough analysis of the market and recommend one international market for the hotel group to enter in the year 2019.

You should analyse the global market, recommend a target market/country, decide a suitable mode of entry and develop an appropriate international marketing strategy.

You should prepare a report for the board of directors addressing your consultancy brief, the report should answer the following questions.

1: Analyse the macro and competitive factors that impact global hotels industry. 
2: Analyse the internal business environment of Red Carnation Hotels, using Porter’s Value Chain. 

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

  • Global macro hotels industry
  • Global competitive factors – hotels industry
  • Internal business environment of Red Carnation Hotels,
  • SWOT of Red Carnation Hotels

3: Critically evaluate the potential target markets of China, France, Nigeria and Thailand. and then select ONE of the target markets, using 12 Cs framework of screening and justification. 

Note: Question 3 requires you to critically evaluate the market attractiveness of the 4 potential markets (namely China, France, Nigeria and Thailand), using 12Cs framework, compare the market attractiveness and decide ONE country / market to target.

4. Recommend to Red Carnation Hotels an appropriate mode of entering your chosen country and justify your choice. 

5: Critically analyse your targeted country’s socio-cultural factors and develop an appropriate marketing mix for Red Carnation Hotels to succeed in your selected target market. You must link your proposed marketing mix to the company’s SWOT and cultural factors and justify your answer. 

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Total 13 pages

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