Assignment Outline –International Marketing Strategy Report

Scenario

You are the international marketing director for an established brand or product. The CEO of your company has ambitions to expand the product or brand into a new global marketplace. You are requested to prepare a report evaluating the likely success of launch into the new market. In the second part of the report, you are asked to consider the impact of consumer buying behavior on demand for your product or brand. NB, you are advised to elect an exciting brand or product (where possible avoid Tesco, McDonald's, Coco-Cola, Apple, and Samsung) and an international market of which you have some knowledge.

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Question 1. Prepare a detailed micro and macro situational analysis of your chosen international market. 30 marks

Question 2a. Kotler (2012) states, “All good marketing is local. Global companies know this and are going “glocal.” Analyze this theory. 10 marks

Question 2b. Examine the advantages and disadvantages of standardization and adaptation of the marketing mix in international marketing. 10 marks

Question 3. With your findings from question 1 in mind, appraise the extent to which the four P’s of the traditional marketing mix used within the domestic market should be standardized or adapted to meet the requirements of this new marketplace. 50 marks

POINTS TO CONSIDER

Question1.

PESTLE of host market Porter’s five forces of host market

Question 2 a.

Hollensen theory of glocalization

Question 2 b.

Advantages and Disadvantages of standardization and adaptation.

Question 3.

International marketing mix strategies