Background and Purpose
International Marketing Evaluation and Strategy
You will be allocated a country and required to conduct a business environment audit relevant to international expansion to that country. You should conduct a PESTLE analysis for your allocated country, describe and evaluate those aspects of the environment (political, legal, economic, socio-cultural, technological and environmental) in the potential global market that are relevant to and, have implications for, developing a marketing strategy. The purpose of this evaluation is to identify potential market opportunities for the introduction of an international product/service. You will then be required to select an Irish/UK based SME product offering which you would consider has potential for expansion into this country, based on your PESTLE.
You will develop a global marketing strategy to that country, for your chosen Irish or UK SME product/service. This will include (although not exclusively):
·Justifying the opportunity in the country for your chosen SME product/service and providing a background to this organization.
·Provide an overview of the competitive landscape for your chosen SME offering in your allocated country.
·Develop and design an outline international marketing strategy. In the report, creativity, realism, and precision will be rewarded. You will need to discuss the product and modifications (if any) to allow entry and market establishment, pricing decisions, effective promotional efforts to establish awareness and establish market presence and distribution choices along with the key challenges to global expansion for the SME in this market
·You will be required to ensure that the PESTLE and international marketing strategy are linked to justify your decisions and choices.
Plagiarism is a serious offence and if detected will be dealt with according to the UUBS policy. All coursework will be monitored for the detection of plagiarism using Turnitin.
The module leader will make use of feed forward in preparation for coursework. In addition, a discussion area will be used within Blackboard Learn, whereby students may support each other with regard to coursework, facilitated by the module leader. General feedback from assignments will be given, and students may make appointments to receive individual feedback. Individual written feedback will be given for all assignments along with marks as outlined above.
1.All sources of information must be referenced correctly. Students must ensure references are included in a bibliography at the end of your assignment and follow the UUBS Referencing Guide on the Harvard System of Referencing; poor citation of references will result in loss of marks. This applies to all academic, practitioner and online company/product information sources without exception.
2.All documents must be presented using Arial Size 12 font and double line spaced. 3000 words
3.Students should pay particular attention to grammar and spelling.