International Marketing Plan: UK Brand for Non-UK Market

Assessment Criteria

Task:

1.Assessed International Marketing Plan

The brand must be a UK brand (A brand that originated from the UK) for the purpose of the assignment and so the new market may be any other (i.e. non-UK) country, where the brand does not have an established presence (physical shops and a strong market position). 

Your plan should cover the three-year period to May 2023 and should address all of the areas below:

The current situation (activities to date, resources, capabilities)

The findings of desk research undertaken in relation to the country market including:

The external environment including competitor analysis

1.1.Content of the Plan

Customer segmentation and information in relation to the customer segments in the chosen market
Identification of target markets
Product/service suitability/proposed adaptation/s
Brand positioning
Market entry mode/s
Distribution channel/s within the country
Pricing
Marketing communications
Inclusion of the following (to the extent that it is possible or relevant) may be included.
Marketing budget recommendations

2.Assessment Criteria

The appropriateness of your recommendations for the chosen market
Relevant application of the theory of marketing
Responding to your analysis of the environment including the competitive situation in the proposed new market
Justification for your recommendations