The outcome of the assessment is to profile the market for international marketing operation. Select one international market country to consider for launching a product of the business/company you select. The product should not be available in the market / country you select
1. Outline a brief introduction of the company and its major products/services
2. Outline market situation or situational analysis or environmental analysis. This is for the host market .
- Macro
- pest analysis
- International standards
- Micro
- Three major competitors' that include international players and local players.
- Marketing mix
- Major strengths and weakness
- Needs and preferences
- Consumer behavior analysis (factors affecting consumer behavior)
Segmentation analysis
o Four variables of consumer segmentation/VALS segmentation / Need State segmentation approach
Targeting Strategy
o There are four targeting strategies to select undifferentiated differentiated concentrated and micro. For this assessment you could select either differentiated or concentrated. Please outline the reason
Swot analysis:
o Asset/ capability / resources to consider for strengths / weakness analysis
- Financial resources
- Networking such as supplier distributor and customer
- Brand
- Management capability
- Business process
- Other assets capabilities
Opportunities
o link to pest analysis
- Threats
- link to PEST analysis
- link to competitor's analysis
Positioning
- Formula to whom (target market) you (our brand) are/is what (concept)
- Implementation plan:
Relate to possible marketing mix to deliver this positioning statement. Explain how they will be implemented . This includes what, when , who and how.