Tips for Entering Overseas Markets.

MKTG309 International Marketing

Answered

Task

1. Icebreaker’s top tips for Kiwi businesses looking to enter new overseas market;

a. Clearly define your point of difference

b. Have a clear vision about going global

c. Keep control of your brand and get close to your customers

d. Locals are best in new overseas markets

e. Balance what should be centrally and locally run

f. Have the ability to scale quickly and accommodate growth

Task 2

Question 1: relates to LO8 (Analyse case studies of international marketing strategies) Critically analyse four international marketing strategies currently used by Icebreaker.

Question 2: relates to LO6 (Research the New Zealand perspective and overseas competition and competitor analysis.) Choose the most appropriate tool(s) from the list below to respond to parts a) and b):

a. Strategic Marketing Grid.

b. Positioning Maps

c. Untapped market demand

d. Strategic intent and

e. HBR Strategic Canvas

a) Analysis two domestic (New Zealand) and two international competitors of Icebreaker.

b) Create a summary table containing all your findings from the analysis of Icebreakers competitors, including the potential opportunities for Icebreaker.

Question 3: relates to LO3 (Develop international marketing strategies and strategic decision making: students should be able to develop appropriate international strategies for given businesses and/ or products and services.)

Part 1: Select four countries from the Asia Pacific region;

a) Develop one international marketing strategies that Icebreaker could implement for each target market.

b) Evaluate the opportunities and constraints of the chosen market.

c) Justify why your strategies can be with supporting evidence from credible sources.

Part 2: Select four organisation/product or service (one from each country you have selected from part 1)

a) Analyse the international marketing strategy on each selected organization or product/services and reflect on the strategic decisions they made to manage their target market.

b) What would you do differently and why?

Note: Please be direct with your answers.

Maximum word count of 2500 from Task 1 – Task 2 Question 3 – Part 1

Maximum word count of 3000 for Question 3 – Part 2

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