Reference no: EM13941256

The outcome of the assessment is to profile the market for international marketing operation. Select one international market country to consider for launching a product of the business/company you select. The product should not be available in the market / country you select

1. Outline a brief introduction of the company and its major products/services

2. Outline market situation or situational analysis or environmental analysis. This is for the host market .

• Macro
  • pest analysis
  • International standards
• Micro
  • Competitors analysis
• Three major competitors' that include international players and local players.
• Marketing mix
• Major strengths and weakness
  • Customer analysis
• Needs and preferences
• Consumer behavior analysis (factors affecting consumer behavior)

Segmentation analysis

o   Four variables of consumer segmentation/VALS segmentation / Need State segmentation approach

Targeting Strategy

o   There are four targeting strategies to select undifferentiated differentiated concentrated and micro. For this assessment you could select either differentiated or concentrated. Please outline the reason

Swot analysis:

o   Asset/ capability / resources to consider for strengths / weakness analysis

• Financial resources
• Networking such as supplier distributor and customer
• Brand
• Management capability
• Business process
• Other assets capabilities

Opportunities

o   link to pest analysis

• Threats
  • link to PEST analysis
  • link to competitor's analysis

Positioning

• Formula to whom (target market) you (our brand) are/is what (concept)
• Implementation plan:

 Relate to possible marketing mix to deliver this positioning statement. Explain how they will be implemented . This includes what, when , who and how.