Report on Entering a New Market with a Recommended Product or Service

Introduction and Objectives

You are a senior marketing consultant working for Ashanti Marketing Solutions (AMS) Limited. A company that wants to enter a suitable country with a new product or service has just commissioned you. The problem is that; they do not know the kind of product or service to offer within the country you will be recommending. Your task is to produce a report on their behalf answering the following questions:

1. Recommend a product or service and a country and provide a macro-environmental analysis (PESTEL) explaining the possible opportunities as well as threats your client could face within the market of your recommended country and provide possible solutions. (30%)

2. Critically assess three modes of market-entry that could be suitable to your client. Out the three options, make a recommendation with justification as to the most appropriate one. (20%)

3. Applying the concepts of market segmentation and targeting critically evaluate the potential target market of your client. (20%)

4. Applying Porter’s generic strategy, explain how your client could gain competitive advantage by adopting one of the generic strategies in your recommended market (20%)

The remaining 10% of marks will be given for overall structure, presentation, synthesis and general use of wider references

Executive summary

General summary of nature of report, Key findings and recommendations and should NOT be more than a

Main aim(s) and objectives of the report. Also introduce and orientate the reader as to the content and what the report will cover.

Have you read and understood the assessment criteria?

Have you met the learning outcomes? You will lose marks and your work may even be failed if you have not.

Have you demonstrated you can think and write critically in the completed work?

This means you have supported your arguments/explanations appropriately e.g. using relevant academic sources and you have offered discussion points which extends your own or others’ viewpoints to make reasoned conclusions/judgements.

Have you maintained an academic tone throughout your work? Is your work formal, focused, developed and clear?

Have you checked that the referencing in your assignment is in line with your programme requirements?

Have you proof-read your work and used spellcheck software to check your spelling and grammar?

Have you checked the presentation of your work is as specified by your tutor, for example, are font size, colour, style, line spacing and margins as the tutor specified?

Have you kept to the word count (or equivalent)? If you are not sure, check with your tutor.

Can you confirm that the work submitted is your own and not plagiarised?

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:

LO 1 Understand how to analyse an organisation’s current and future internal and external environment

LO 2 Develop a strategic marketing plan to realise organisational objectives

LO 3 Manage resources to deliver the strategic marketing plan

· Use Times New Roman font size 11 with 1.5 line spacing.

· Insert page numbers at the bottom of each page

· You must have a cover sheet with your student ID, Name and word count