Essential Elements of Excellence: Essay on International Marketing Management

The management of this client organisation have the ambition to extend their market reach. You have met with this client and briefly discussed some of the key Marketing tasks that need to be managed at this initial market entry stage.

Following this brief meeting, the client has asked you to prepare a report detailing and illustrating the approaches you recommend that they should undertake in their chosen international market, in the following areas of International Marketing Management:

Critically examine why and how the organisation should standardise or adapt its Marketing Communications in the chosen international market.

Critically evaluate why and how conducting Market Research is a key marketing requirement in the context of your client organisation entering the selected International Market.

By applying the “value net” discuss how the selected product or the service will be creating value to the target audience in the international market space.

Explore and discuss the recent positive developments that affected your business as a result of propelling globalization?

• Have a high standard of presentation, structure, layout and design
• Demonstrate appropriate coverage, critical appreciation and evaluation
• Show evidence of originality of thought and approach, and of creative problem- solving ability