Foreign Market Entry Strategy: A Marketing Plan

Please do not contact the company for information

Choice of foreign country:You are required to choose ONE foreign country for the company you have chosen to launch your chosen product into. You are expected to justify your decision based on information you have gathered on the chosen country and the market for the product from the UWE library databases and reputable online sources .

Choice of market entry mode: You are required to select ONE appropriate market entry mode for the chosen company when entering the market with the chosen product. You should justify your choice of entry mode with reference to the academic literature on the essential factors which the company must take into account when choosing a market entry mode .

Recommendations on a marketing strategy: You are required to make recommendations for a Marketing strategy for the chosen product in the chosen new market which includes a target audience and positioning and product strategy and price, distribution and promotional strategy  These recommendations should be justified with reference to the academic literature and should include a critical assessment of the PESTE factors that have impacted on your recommendations for the elements of the marketing strategy.

On successful completion of this module students will be able to:

1. Critically evaluate and analyse a range of marketing issues in a cross-cultural, cross-border, pan-regional and global context  
2. Demonstrate analytical and evaluative thought processes through the application and interpretation of key academic arguments.   
3. Demonstrate an ability to use theoretical models by applying them to a business case.   
4. Engage with an appropriately applied selection of significant global marketing academic and commercial literature.  
5. Understand how a company’s marketing strategy will vary depending on the nature of its experience and involvement in international markets.  
6. Undertake independent/self-directed learning.  
7. Communicate effectively by written means demonstrating appropriate selection of relevant theories, concepts and a clear organisation of material.   

This assignment is designed to test the following:

1. Student’s ability to draw on knowledge and understanding of key global marketing issues in order to critically evaluate their impact and importance in a relevant contemporary context.
2. Student’s ability to consider, evaluate and synthesise the relevant global marketing literature and theory as it applies to real world scenarios
3. Student’s awareness of the subtle and complex marketing dilemmas facing today’s globally-oriented companies and markets and their ability to recommend realistic programmes of action
4. Student’s ability to independently construct and progress a coherently communicated argument

The task

The student will be expected to:

1. Consider and research the background to the company(s)/scenario and global marketing topics and theory relevant to the case  
2. Critically evaluate the literature, theory and marketing information relating to the case study and assess the impact and influence of key factors on the case scenario
3. Discuss and analyse marketing and strategic implications for the company(s) featured, draw conclusions from the critical evaluation of the scenario and make recommendations that contribute to the creation of solutions for any problems facing the company(s) identified in the case and through the students own evaluation.

You are asked to use a report style of writing (i.e. breaking the text down into numbered sections and sub-sections) so that your evaluation is clearly signposted.  You are required to write in an academic style.

You must make full use of and apply appropriate global marketing theory in all your answers.  

You are required to demonstrate breadth and depth of knowledge and provide evidence that you have used a wide range of academic information sources in the compilation of this piece of work. You are also expected to undertake market research on the market that you recommend and use a wide range of industry and country sources.