What is the culture of the country

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Reference no: EM132541839 , Length: word count:2000

International Marketing Assignment

The word limit is 2,000 words maximum. This excludes any graphs and tables, together with their associated references, section headings, in text references and bibliography. Appendices may be used but they will not be marked because no critical information needed to explain or justify a recommendation should be in an appendix. The assignment should be in report format rather than essay format. Thought should be given by students about how to present their work in a convincing and well-ordered way.

1. Where we are now.

A brief but effective analysis of the company and its marketing.

Good answers should include referenced examples of activity and an assessment of the purpose of the activities identified, target audience and competitive positioning.

2. The challenges we face

Critical evaluation of the company's opportunity in the chosen country.

Good answers with move beyond a basic PESTEL to select and apply appropriate tools and academic learning to compare and contrast the current situation with the chosen country and evaluate the differences, and the impact of those differences, on the choices facing the company. All sources should be correctly referenced, and the answers should move beyond simple description to reasoned evaluation.

The best answers will use the latest research in journals to explain the evaluative approaches taken and not just rely on the standard text books and lectures.

3. Assessing our options in the selected country.

A critical evaluation of the STP, value proposition, promotion & distribution opportunities in the selected country. If the company is already active there we would expect an evaluation of their current performance. What is the culture of the country? If they are not, then what does the opportunity landscape look like? Who is already active there?

Good answers will evaluate the approaches used by the company either in their home market and compare that with the new country or evaluate what they already do in the country, referring to section 1 as needed, and highlight differences seen or anticipated in the chosen country. Using appropriate theory the answers will assess the marketing approach used in the international market, drawing on evidence from secondary research sources to evaluate whether the tactics used are as effective as they could be, given the cultural context.

4. Recommendations for improvement or market entry (if the company is not currently active in the country of choice).

Good answers will take the evidence gathered and analysed in the sections above and recommend:

EITHER three improvements the company should make to its marketing. These should be fully justified and put in order of priority. The answer should clearly show the benefits expected from each change and how this will give/increase competitive advantage. Clear measures for success should be included.

OR a fully justified recommendation for the most appropriate market entry strategy for the company to use to enter the country of choice. This should take account of the size of the company, local market conditions and competition. Timescale and success measures should be included.

Attachment:- International Marketing Report.rar

Reference no: EM132541839

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