International Marketing: STP Analysis, Market Entry Choice, and Marketing Program Design

Purpose

The purpose of this part of the assessment is to allow students to apply their newly acquired knowledge of international marketing to a specific foreign market. The aim of the report is to critically analyse and report how a local company in its home country can internationalise marketing operations to a newly discovered host country market (international market).  The focus is very much on analysis and the application of relevant concepts to three main components as outlined below:

A detailed country segmentation, target and positioning (STP) analysis of two potential host countries is required. You are required to show the process that your selected company should follow in segmenting, targeting and positioning in the new target market. Important to provide justification at each international STP process. Given that there are four basic factors in segmentation (demographics, geographic, psychographics and behavioural). You should apply in detail at least two factors within each segmentation criteria or apply at least two factors across any of the four segmentation categories.  For example, age and income criteria which is under demographic factor or alternatively, one factor under demographic category and another in psychographic. 

In this part of the group report, students should identify, and justify using relevant concepts or factors to determine the most suitable mode of entry to a new foreign market. Furthermore, students should report in detail the business operational aspect of their selected entry mode. You are required to report in detail only one entry mode choice.

In the third part of this report, students are expected to apply in detail the 7-marketing mix programme (product, place, promotion, price, people, physical evidence and process) to develop a comprehensive marketing campaign in your identified target country. Specifically, the report should take into considering the macro environmental factors in PESTLE framework, nature of the company products, services and increasing level of competitions in the foreign market. The report task must include and justify the planned levels of standardisation and adaptation of the marketing mix in the newly identified foreign target market. 

You are required to identify a company from any part of the world that has service dimensions such as Boots, Fashion Retailers, Heavenly Desserts, Greggs, Maryland Chicken, Five Guys but not limited to these companies. Subsequently, you should identify two potential target country markets you want your selected company to expand its international marketing operations. Note, that your selected company must not currently have its marketing activities in your selected countries.