International Marketing Environment: Analysis, Opportunities, Trends & Emerging Markets

Aim
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.

Purpose
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. 

Learning Outcomes
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.

LO 4:  Appreciate the importance of international marketing to the world economy.
LO 5:  Analyse trends in international marketing.
LO 7: Identify marketing opportunities in the Asia Pacific region.

Assessment Overview    
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.

Task 1.  Relates to LO’s 1 & 4
a)    Critically analyse the differences between domestic and international marketing environments of your selected organisation using PESTLE analysis.                         (20 marks)        

b)    Critically analyse the contribution of international marketing to the world economy. Your analysis must also include at least two contributing factors of your selected organisation.          (20 marks)
 

Task 2:  Relates to LO 2                            
a)    Apply and critically analyse one of the following theories of internationalisation to your selected organisation. Include discussion about the internationalisation process currently implemented by your selected organisation.                                   (10 Marks)

•    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

b)    Critically evaluate and discuss the benefits and challenges of the mode(s) of entry into international marketing adopted by your selected organisation.            (10 Marks)

Task 3:     Relates to LO 5                            
Read the following article and critically analyse two international marketing trends that may influence your selected organisation.                                   (20 marks) 

Task 4: Relates to LO 7        
Read the following article and critically evaluate two emerging marketing opportunities in the Asia- Pacific region that may be beneficial to your selected organisation.                (15 marks)

Task 4: Relates to LO 7        
Read the following article and critically evaluate two emerging marketing opportunities in the Asia- Pacific region that may be beneficial to your selected organisation.                (15 marks)