Selecting a company/product of your own choice, prepare a marketing report analysing and evaluating the company’s/product’s current domestic market.
Propose and make recommendations for one other international market that the company/product could successfully compete within.
• Your report will evaluate the current domestic market and the proposed new international market, making recommendations based on your evaluation.
• You will consider the target customers within your proposed new international market and identify any changes to the way the company does business or product changes necessary to satisfy these customers.
• Referring to academic theory and research, you must identify and recommend a method of market entry into the proposed new international market and justify your selection from the alternatives
• Overall an international marketing strategy must be developed and justified to support your evaluations and recommendations
All research into your chosen company/product and new international venture should be secondary research, using resources such as Mintel and Keynote.
Your report will be based on academic research as well as market research using secondary sources. Evidence of reading and research is essential for this assignment.
You are expected to use a report format, including an executive summary, contents page, headings and sections numbers, page numbers, conclusion and recommendations.
The word limit is 2500 words (+/- 10%)
Objectives
Examine the learning outcomes (b,d,e,h,i)
LEARNING OUTCOMES*: (Max of 10)
On successful completion of the module students will be able to:
Knowledge and Understanding
a) Appreciate the complexity of global marketing and evaluate the decisions for
global marketing decisions
b) Compare and contrast alternative methods of selecting and entering markets
c) Evaluate marketing strategies for companies operating in a global environment
Subject – specific Skills
d) Identify and evaluate viable international markets and make recommendations based on research.
e) Predict and analyse future directions for global companies and review potential marketing strategies that could be used to ensure success
f) Investigate global companies and assess the effectiveness of their global
marketing strategies and decisions
Key Skills
g) Summarise and confidently evaluate academic and practitioner commentaries
for a company’s global marketing strategy.
h) Propose and present academic arguments with respect to global marketing
decisions effectively in written formats.
i) Explain concepts and theories clearly and cogently and be able to apply these critically to new problems
Work of distinguished quality which is based on a rigorous, comprehensive and detailed knowledge base, including awareness of the provisional nature of knowledge and its theoretical, ethical and conceptual dimensions, together with its wider context and implications.
Work will demonstrate sustained ability to engage in analysis of new/abstract data and situations, synthesise data and concepts to design novel solutions, critically evaluate evidence and its contradictions, and confidence in application to define and propose resolutions to complex problems relevant to the field of study or assessment task. This will be the basis for authoritative arguments and judgements and work which meets professional standards in relation to a full range of key skills.
There will be strong evidence of competence across a range of specialised skills using them to plan, develop and evaluate problems solving strategies, to challenge received opinion and develop reflective judgements and reports. Clear evidence of capability to operate autonomously with minimal guidance in complex and unpredictable contexts using a wide range of innovative and standard techniques will be demonstrated. Outputs will be communicated effectively, accurately and reliably.
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