3BM060 International Marketing

Content page 1. Introduction (including the purpose of this report) (100 - 150 words) a. Provide some background / history of organization (HQ or country of origin) including nature of business or services, sector or industry (fast food, hospitality, manufacturing etc.) in the founding country

2. Country profile (e.g. Australia / China etc.) (100 - 150 words) a. Provide information (including data and statistic about the country, its political, economic, social cultural, demographic environment etc.) (link them to the industry / business) 3. Internationalization / expansion to (e.g. Australia / China etc.) (200 - 250 words)

a. Level of international expansion activities by the company in the recent years

b. Reason why the company entered the country (e.g. Adidas, Telsa, Starbuck etc. expand their business operations into Australia / China etc.)

c. Their motivation for entering Australia / China etc. – is it proactive or reactive?

d. What type of market entry strategy did this company used to enter the country (explain why they used this entry strategy) 4. Market segmentation / targeting / positioning (80 - 100 words) a. Who they target?  

5. Critically evaluate the organization’s market strategy (Marketing Mix) (Important) Did the company go about adaptation or standardization for a. Products i. The company adopt product standardization for all its market they entered, this is to say that they have little variance to the product range unlike McDonald who adapts their products offering based on the social cultural – religious…… ii. Why, why, why? KFC Product in United States KFC Product in China

b. Pricing i. Influence over their pricing strategy, Subway practice price adaptation for all their different market that they operates, for example in Singapore, the Veggie Delite cost an estimated US$3.75 (after conversion), but for the Malaysia market – US$3.00(after conversion), however in the India market, the same sandwich cost only US$2.00 (after conversion), (why????) ii. Why, why, why?

c. Promotion i. Type of promotion strategies, activities, media (e.g. social media, radio, TV commercial etc.) for promoting the organization products to the target market –

d. Place (Distribution)

i. Where and how they distribute their products? Online or through regular retail outlet?

ii. The location of their outlets (e.g. in the prime office district, upmarket shopping mall, university area etc. iii. Why, why, why?