Reference no: EM133111536

MKT744 Global Marketing and Sales Management

Company name - HR Management

1. Introduction to the problematic situation/opportunity regarding your selected organisation - 400 words

2. Theoretical frameworks to link problem/opportunity of the case organisation- 800 words

3. Evidence of knowledge and understanding of business intelligence/data analytics systems.

4. Critical analysis and justification of dashboard solution to address the problematic/opportunity situation in the selected case company- 800 words

5. Conclusion and recommendations for the implementation of business intelligence/analytics system in the case organisation for the focused area of investigation- 400 words

6. Presentation including appropriate language, references used, clarity of expression and style; appropriate structure and format; length and the relevance of appendices if used

1. Introduction (200 words).
Subject introduction, task of essay, structure of essay.

2. Allocated Company's International outlook image and profile and the product/category selection (300 words)
Overall image, number of major products/services, competitive strategy, and its presence in different countries and major international competitors etc.

3. Brief Overview on Marketing environment of Country A and Country B (500 words)
a) Country A and B (two paragraphs): Macro Environment: For both countries, you can create a brief table on PESTLE with key important information
B) Microenvironment (two paragraphs): For both countries: Just Customers and competitor analysis

4. Market entry Strategy (200 words): (e.g., Exporting, Franchising, Licensing, strategic alliances, Joint venture (Partial ownership), wholly owned subsidiaryE.g.,Acquisition, Greenfield investment.) Evaluate allocated company's practice of how itentered country A and B and Justify its choice for both countries

5. Segmentation(bases: demographic,geographic, psychographic and behavioural, targeting (the segment or segments the company is targetingand positioning(how the company is positioned in the targeted consumers' minds, how they identify and differentiate the company's offer from competitors, the name, signs, symbols, slogans of the brand(300): Evaluate company's practice of how STP for country A and B was implemented "provide justification for their choices

6. Marketing Mix Decisions for both Country A and B

Critically evaluate company's marketing mix decisions by keeping in mind two fundamental notions of Standardization and Adaptation /or modification in 4P's decisions withjustification

Product (500 words): Standardization/ Adaptation, Differentiation practices in core product or marketing component including Packaging, Labelling, Branding and provide justifications

Price (400 words): Standardization Adaptationpractices for both countries, what pricing strategy being used (Price skimming strategy, market penetration strategy, premium pricing strategy, competitor-based pricing, product cost-based pricing, value-based pricing etc

Place(400 words): Standardization/Adaptation practices for both countries distribution related choices such as selection of distribution channels and intensity of coverage (sole distributor, sales agent, sales subsidiary, wholesalers and retailers, direct selling, piggybacking, own distribution channel, outsourcing) etc.

Promotion (500 words): Standardization/ Adaptation practices for both countries for promotion such as

1. Personal selling (direct selling) (sales representatives, Up selling, cross selling,

2. Sales promotion (Coupons, buy two get one free,gifts, loyalty card, invitation to special events),

3. Direct marketing(postal mail, email, phone call, social media, mobile phone messages, leaflets, door to door, messenger marketing)

4. Public relations(Business events, sponsorship, social media, newsletter, press release,)

5. Advertisingto include different channels used with justifications.(radio, television, newspaper, billboard, flyers, posters, direct marketing, social media,websites, brochures, magazines)

Conclusion (200 words)
Putting everything altogether. What your evaluation suggests how your allocated company has applied the global marketing principles for its product in two different countries. What your evaluation suggests regarding their choice of standardization vs Adaptation. Have they taken right decisions? Can you make any recommendations based on global marketing theories to improve further?

Attachment:- Proposed Structure for GMSM Ulster.rar