Scenario

As a marketing consultant for new Moxy budget hotel chain, you have been asked to complete a strategic marketing audit to analyse both internal and external factors that are impacting on the organisations ability to develop internationally.

You have been given a particular remit to consider the changing nature of the global tourist industry to consider the future international market development for Moxy.  Based on your critical analysis of the international hotel industry, assess the strategic options available to Moxy to develop its international presence. Recommend with justification Moxy's strategy for international market development.

International Marketing Strategy Report

This should include:

• summary situation analysis
• evaluate strategic options for Moxy's international strategic growth
• recommend with justification 1 of these strategic marketing options and associated market selection and entry strategy
• outline recommended marketing mix to support the recommended strategy

Notes on report:

• Please note analysis of case study research data and any additional data should be included in appendices in the form of a marketing audit. Please ensure you cross reference the marketing audit within the main body of the plan to ensure you receive relevant marks e.g. summary situation analysis to summarise key findings from detailed marketing audit in the appendices.
• You should use the data provided in the case study material but you can include additional research data.
• The focus of your additional research should be in relation to the academic nature of international marketing strategy development, as opposed to a lot of additional market data relating to the case.
• Please present in business report format.