Assessment: International Marketing Plan

Instructions

Write an international marketing plan (IMP) for an Australiacompany (preferably SME) seeking to enter an overseas market.[Note: your IMP must be on Semantics]

The marketing plan should benefit the company's managers and/or current or potential owners of the business and pursue social responsibility and ethical values. You will, therefore, need to synthesise and evaluatefactors such as:

• Different environmental variables (political, economic, social, technological, legal, environmental, and cultural) that affect international marketing - how are these factors dealt with and can you defend your entry strategy?
• Opportunities and threats associated with entering an overseas market - judge the value of entering the new market.
• Sustainable marketing principles - how has the plan been guided by sustainable marketing principles?I.e. customer-oriented marketing, customer-value marketing, innovative marketing, sense-of-mission marketing, and societal marketing.
• Ethical issues faced by the company and/or its industry - how this has been addressed in the marketing plan? Can you convince others that you've handled this adequately/effectively?
• Cultural considerations - what local values and/or ethical norms have been factored into the plan?
• Social care - how the company/product can truly help in the local community?
• The long term effects of entry into an overseas market - does it improve people's future living environment?
• Socially responsible marketing practices - has the company developed a code of ethical policies (if it has one) and is this represented? Is the Australian Association of National Advertisers (AANA) Code of Ethics represented?

The IMP should take a report format and be between 7,000 and 8,000 words in length.

The report should have appropriate headings and subheadings. See Appendix A for a guide to the Marketing Plan.

This is an individual effort. Marks will be lost for shared information.

This Assessment Task relates to the following Learning Outcomes:

• Apply marketing theories, frameworks and concepts to complex international marketing problems.
• Create an international marketing plan that examines and assesses international marketing opportunities for the company entering an overseas market.
• Evaluate the impact of ethics and corporate social responsibility on international marketing.