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International Marketing Strategies and Market Entry Processes

Learning Outcomes

1. Implement a suitable marketing mix strategy for an International and global product or service.

2. Critically evaluate the foreign market entry strategy process.

3. Identify and evaluate the contemporary issues that may affect the International Marketing Environment.

In your previous report (assignment 1) you analysed the potential of a specific market. Now, the management team wants to learn about the technicalities of entering the market and how they would need to market their product (range) in the new market. You are again in the role of a marketing consultant for an organization (of your choice which can be the same as in assignment

1) that wants to move into a foreign market (of your choice, which can be the same as in assignment 1). Your 3000 word report has to address the following: - Assess the market environment, evaluating any contemporary issues important for your chosen business, including an in-depth cultural analysis of the target market using appropriate cultural models. Make sure you are not just copying your analysis from assignment 1 as now the focus is different.You may cite your report (assignment 1) and build on it, allowing you to produce a more in-depth analysis of the market culture and customer behaviour in relation to other relevant macro and micro challenges and opportunities within that international market environment.

- For the chosen market, outline an appropriate international marketing strategy for the product/brand:Identify, analyse and justify the most suitable market entry method based on an assessment of at least 2 different methods o Based on your previous market analysis make strategic adaptation/standardisation recommendations regarding the marketing mix elements The chosen market can be and organisation can be the same as in previous attempts.

Introduction – outlining the selected company·Discuss important issues for your chosen company when entering a particular country market. This means that you will have to analyse both cultural and marketing related issues using the tools discussed in class. This does not mean that you have to use all of those tools but instead you need to make an informed choice as to which tools are most suitable for your company and market·

Apply knowledge gained in your previous analysis (see above) to the problem of market entry. This includes justification for the chosen target market as well as a well supported choice of a suitable market entry method. Also support your recommendations with suitable industry examples.Apply knowledge gained in your previous analysis to the problem of marketing mix decisions. This means that you need to make justified recommendations as to which elements of the marketing mix need to be adapted and which can be standardised. This part focuses on longer term strategic decisions like what message(s) should be communicated to potential customers and not to define slogans for individual campaigns.

To do this you will need to state your target group! Also support your decisions with suitable industry examples.

Give a clear assessment of any problems you have encountered in your research which likely have an impact on the quality of your recommendations· Use of APA referencing. Coherence of the structure, writing and presentation. Referencing/bibliography. The extent to which the assignment logically and coherently examines the subject with sufficient breadth and depth.

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