BK005 Success Strategies for International Marketing

To demonstrate an understanding of the international marketing environment by identifying the critical areas of difference, using basic tools of environmental analysis, while appreciating the importance of international marketing to the world economy.

This assessment is designed to examine your knowledge of domestic and international marketing environments, identification and evaluation of marketing opportunities, appreciation of the importance of international marketing to the world economy and analysis of international marketing trends.

This assessment relates to the following learning outcomes:

LO1:  Understand the international marketing environment: students should be able to identify the critical areas of difference in terms of international v domestic business environments and should be able to use basic tools to analyse these environments.

LO2:  Identify international market opportunities: students should understand how the opening up of new markets internationally creates both new opportunities and new challenges.

LO3:  Appreciate the importance of international marketing to the world economy.

LO4:  Analyse trends in international marketing.

LO5: Identify marketing opportunities in the Asia Pacific region.

Task: Individual Case Analysis

Word count: 2500 +/- 10%

Weighting: 60% 

Due date:

Select a large, multi- national organisation with a New Zealand connection. In the process of this assessment you will assess their marketing environment(s), their internationalisation strategies and the current marketing trends.

Answer all of the following questions and provide appropriate examples from your selected organisation and other reliable academic sources to support your answers.

• Foreign Direct Investment
• Stages Model
• The network Approach
• The Uppsala School of Thought
• Dunning Eclectic Approach
• The Internationalisation/ Transaction Cost Approach
• Product Life Cycle Theory
• Born Globals