Prepare a report for a real organisation

Assignment Help Marketing Management

Reference no: EM131614194 , Length: word count:2000

Task - Marketing in an International Environment: Researching for an international market

You will prepare a report for a real organisation, that is specifically focused on one of their brands or products (may be a service), that analyses, based on research, the macro and micro environment in a totally new international marketplace for the business. The report will provide a foundation for your marketing plan and later assessments. Your lecture can assist you with your choice of organisation.

Instructions:

This is a professional report and should be treated as a document that would be presented to management. The report therefore requires that an appropriate structure should be applied and headings utilised. Word count is 2000 words.

The use of theory

It is important that international marketing/ International business journals be utilised in addition to the text for a high grade in this report.
Application of international marketing concepts and frameworks with appropriate referencing (Harvard) is required.
In utilising theory it is important to display appreciation of differing internal and external environments for the organisation/Product under analysis.

Suggested structure: (suggested word counts are guidelines only).

1. Executive Summary (net included in the word count).

2. Introduction

a Purpose & scope

3. Company background

a. Briefly outline the history of the company & the background to their success in their domestic market. What might be their Objectives of expanding to the new market?

b. Outline the company's organisational resources/capabilities/expertise/experience (i.e. Financial, Human, Technological etc.).

c. Organisational strengths and weaknesses.

4. Market selection

a. Research and analysis of target country market macro environment (PESTLE for country/state as appropriate).

b. Detailed micro research and analysis of the target market Including consumers (or business customers If B2B) /market segments.

c. Competitor analysis.

5. Conclusions

6. Recommendations

7. List of references

Some high quality journals you might include in your research:

Journal of international Marketing
Journal of international Business Studies
International Marketing Review
International Business Review
Journal of Small Business Management

Reference no: EM131614194

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Reviews

len1614194

8/25/2017 7:16:14 AM

Australian student, total 2000 words. Company you should choose Australian. Using Google Scholar and saving your library settings to the ‘USC Library’ will allow you to gain access to the journal articles required for this assessment. Non – acceptable sources include: Wikipedia and the like. Do not utilities these sources. Use of these sources will result in academic penalties such as loss of marks. Contact the Library team to get support in terms of accessing USC research resources available to you. Use “Summers and Smith Communications Skills Handbook” for referencing and report writing/structure.

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