GD2002-7240 International marketing and digital media

The purpose of this assessment is for you to practically demonstrate understanding of international marketing principles and apply these within the international marketing environment.
Within this context your task is to develop an e-commerce plan (report) to promote, sell and distribute your own brand of high fashion dog accessories internationally.
NOTE: your products must be sold through your own ecommerce site - they cannot be sold through Amazon, TradeMe, TMall, Aliexpress or any other ecommerce platform
Your report needs to be divided into 2 sections:
PART 1: Project Landscape
This section needs to cover:
ï‚·How the principles of International Marketing apply in the context of this project
ï‚·How the forces affecting International Marketing will affect this project
ï‚·How elements of the International Marketing environment – economic (including regional trade agreements), socio-cultural, political/legal/regulatory and/or ecological impacts will affect this project
 
PART 2: Marketing Plan
ï‚·International market research:
Undertake market research into possible opportunities for your high fashion dog accessories brand. Outline the research undertaken (including the research methods) and the findings of your market research.
ï‚·International market segmentation, targeting & positioning:
Based on your market research outline
- Market segmentation - which market segments best fit your product(s)/brand,
- Targeting - how you will target specific segments within your target market and why
- How you will position your brand relative to your target market - what brand values does your brand represent and how does that connect to your target customer(s)
ï‚·The international marketing mix
Brand/product: Discuss the product(s) you will sell through your ecommerce store and how they align to your brand and your markets needs/values
Pricing: Discuss your pricing strategy for delivering maximum long term profitability of your ecommerce operation
Distribution: Discuss your sales and distribution plan (logistics) supporting your ecommerce operation
Communication: Discuss your customer engagement strategy including
- advertising and promotion
- customer engagement
- relationship management
ï‚·International Supply Chain Management
Discuss your supply chain management strategy and methodology from design and manufacture through distribution to returns and warranty management (note there may be some crossover between this section and the distribution section in the previous part