AMIM700 International Marketing

Learning Objectives Assessed 
 
Learning Outcome Two:  Critically evaluate market entry strategies and strategic marketing decisions for international markets.  
 
Overview 
 
For this assignment, you are required to complete an international marketing intelligence portfolio to help assess the market entry strategies and strategic marketing decisions for a company wanting to expand its presence in international markets.  
 
For this assignment you are to use the New Zealand cosmetics company Okana Skincare Limited (Okana). Okana offers New Zealand made natural skincare products made with high quality ingredients.  
 
Okana currently serves the New Zealand and Australian market online and has a variety of stockists throughout New Zealand. However, they have had a few enquiries from a variety of countries in Asia (China, South Korea, Japan and Singapore), so are interested in expanding into the Asian market. Hence, Okana wants to gather intelligence about the Asian market and has developed the following research questions:  

How can Okana best conduct research about the Asian market? 
What market entry strategy(ies) should Okana use to enter the Asian market?  
What ethical considerations are most relevant to the Asian market and the cosmetics industry for Okana to consider? 

For each of these questions, you are to gather and analyse intelligence (journal articles and/ or other credible sources of information) and evaluate strategic international decisions. To focus your intelligence search, you may wish to pick a specific country in Asia or you may wish to collect data about different Asian counties/ regions. Market entry strategy and ethical considerations also need to be relevant to the cosmetic industry.