Reference no: EM133033480

U26197 International Marketing - University of Portsmouth

Coursework Task

Acting in the role of a consultant to a branded product or service, you have been engaged to advise them on EITHER how they can improve their marketing in a particular country OR how they should enter a country they are not currently active in and what changes should be made to their product and/or marketing to fit the culture of the new country.

Each student must choose an individual product or service to critically analyse. This should be agreed with your seminar tutor by the second week. Always think at the level of the individual product or brand (Example: Hilton Garden Inn not Hilton Inc or Nestlé Kit Kat not the whole of Nestlé). Please DO NOT choose Apple! Tutors will keep a register of companies and countries. If there is duplication in one class, you will be required to change company/product. In the event of duplication, the first student to choose a particular company/product/service brand gets to study it.

1. Choose a product or service that you know well which operates in the business to consumer (B2C) marketplace. It does not matter whether they are already international or not. Always choose just one product or service to examine, not an entire company. For example, if you choose Unilever then just select one of their shampoo or ice cream brands.

2. Choose a country to study which is not your home country nor the home country of the company you have chosen.(For example, if you choose BMW then you cannot select Germany as they are a German company and you will find it too hard to do the work.) If you are not normally resident in the UK or there is a country you hope to go and live in, then selecting the UK or that country is often a good choice.

3. Select and apply appropriate analysis tools to help you understand the consumer culture and attitudes to your selected brand in the chosen country. This must include the application of either Hofstede's or Trompenaar's cultural dimensions.

4. If the product/serviceis already availablein the country you have chosen you need to review their marketing and assess how appropriate the marketing is, recommending five improvements. You must clearly justify those changes.

5. If the product/serviceis not availablein your chosen country you must recommend, with clear justification, the market entry strategy the company should adopt and, through reviewing the marketing communications used in its home market, recommend three changes it should make in the new market in order to fit in better with the local culture, explaining your reasons for those changes together with relevant evidence to support these ideas.

• Identify and critically appraise appropriate academic concepts and business information to evaluate the cultural choices facing a company in an international market and apply that to the marketing mix.

• Select and critically evaluate appropriate evidence and communicate recommendations regarding adaptation or standardisation of the marketing mix effectively and succinctly based on the application and interpretation of academic and business sources.

Attachment:- International Marketing.rar