Reference no: EM132315953 , Length: 1700 Words

Assignment -

International marketing strategy involves developing and maintaining a strategic fit between an international company's objectives, competencies and resources and the challenges presented by its international market or markets.

As a marketing manager of an Omani company which has a strong presence in the fast food industry, you are assigned the task to assess, evaluate and plan the company's expansion into the international market. Adopting the regio-centric approach, develop a systematic plan for entry of the Omani brand into one of the neighbouring countries. As a part of the study you are required to engage in wider reading for better understanding and research. Select a country of your choice and prepare an evaluation covering a minimum of the following:

• A detailed introduction to the subject of study. An introduction to the Omani company and its brand of product(s).
• Macro-environment analysis and competitor analysis to understand the major factors that will impact the marketing strategies of the company. Draw a SWOT based on the analysis done.
• The Omani company's rationale behind internationalisation.
• The mode of entry that the company should adopt to enter the international market and the reason for that choice.
• Segmentation, targeting and positioning of the brand as against its competitors in the new market. Prospective customers for the product in the new market.
• Strategies that the company will adopt with specific reference to its marketing mix in the new market.
• Conclusion of the above analysis.
• References.