Reference no: EM132398780

Global Marketing Case Study Assignment -

Task Description - Launching a new product/service

You are a marketing consultant and you have been approached by the Head of Marketing of the company you examined in Assignment 1 (A), as the organisation is looking to expand its global activities.

You have been asked to prepare a proposal to market a new product/service (of your choice) into a new market (of your choice). You can use the same product or service that you recommended in Assignment 1 (new venture proposal). Your report should provide the necessary information to decide whether or not to proceed with the product/service launch.

Structure Requirement -

Use the following headings to prepare your report.

1. Introduction/company profile - Brief overview of company background, present situation and relevant domestic/offshore activities.

2. Market analysis - comprising:

a) Target country: ONE country only and include pertinent economic, political, legal, and social/cultural factors.

b) Target market: Discussion on customer segments.

c) Market opportunities and threats such as competition, and potential demand.

d) Marketing research: Discuss what marketing research would be needed to complete any gaps in the information.

3. Product/service profile - Clear overview of the product/service major features, what need it satisfies (what are the benefits or value to the customer), the brand positioning, any country of origin benefits or challenges, extension/adaptation strategy.

4. Market entry - Discuss two possible market entry strategies and recommend which one the company should use to enter the country and the identified market. Justify your recommendation.

5. Conclusion - Provide a conclusion on how they should proceed.

General reporting - which will include: extent and quality of research, originality of analysis and presentation.

Please use report writing and provide a list of references.