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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

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M92422904
  • Price:- $80

Guranteed 48 Hours Delivery, In Price:- $80

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