Task - Marketing in an International Environment: Researching for an international market
You will prepare a report for a real organisation, that is specifically focused on one of their brands or products (may be a service), that analyses, based on research, the macro and micro environment in a totally new international marketplace for the business. The report will provide a foundation for your marketing plan and later assessments. Your lecture can assist you with your choice of organisation.
Instructions:
This is a professional report and should be treated as a document that would be presented to management. The report therefore requires that an appropriate structure should be applied and headings utilised. Word count is 2000 words.
The use of theory
- It is important that international marketing/ International business journals be utilised in addition to the text for a high grade in this report.
- Application of international marketing concepts and frameworks with appropriate referencing (Harvard) is required.
- In utilising theory it is important to display appreciation of differing internal and external environments for the organisation/Product under analysis.
Suggested structure: (suggested word counts are guidelines only).
1. Executive Summary (net included in the word count).
2. Introduction
a Purpose & scope
3. Company background
a. Briefly outline the history of the company & the background to their success in their domestic market. What might be their Objectives of expanding to the new market?
b. Outline the company's organisational resources/capabilities/expertise/experience (i.e. Financial, Human, Technological etc.).
c. Organisational strengths and weaknesses.
4. Market selection
a. Research and analysis of target country market macro environment (PESTLE for country/state as appropriate).
b. Detailed micro research and analysis of the target market Including consumers (or business customers If B2B) /market segments.
c. Competitor analysis.
5. Conclusions
6. Recommendations
7. List of references
Some high quality journals you might include in your research:
- Journal of international Marketing
- Journal of international Business Studies
- International Marketing Review
- International Business Review
- Journal of Small Business Management