International marketing assignment 3000 words (2 PAPERS)

Effat University

Spring 2017

Introduction and Aim

This Midterm requires you to demonstrate many of the skills you have learned so far. Essentially, you are required to produce a fully referenced academic report to be submitted hard copy .

Midterm

Assume you are in charge of International Marketing in a “Fast-Food Burger Joint” branded company based in your own country, or a country of your choice. Note: you need to research, select and justify a company suitable for this assignment. You are to research and propose the launch of your chosen organization’s products into a specific NEW foreign market, i.e. a country that your chosen organization does not currently have a branch in. Note: you need to choose and justify your destination market.

To do this you will address the three sections below, and compile your findings into a 3000 word report. Throughout you must demonstrate your wider reading of appropriate academic literature (i.e. fully referenced using Harvard or APA format), in order to support your viewpoints.

Midterm Detail

You are to produce an academic report that covers the following issues:

Task 1 (8 MARKS)

Discuss Market Selection and your final destination country. Also include an Environmental Analysis. (1200 words)

Guide notes: Justify your choice of international market for your organization through a critical examination of its market environment. Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature.

Consider aspects of culture and buyer behavior, and how these present opportunities and threats to you, the marketer, in your chosen destination country. Include a discussion of legal and ethical issues in your answer. Again, underpin your answer with references to relevant academic marketing literature.

Points to consider:

• Introduction to the company

• Reason for choice

• Reason for choice of country

• Visit websites of Fast-food burger Joints (burger fuel, fat burger, five guys etc)

• SWOT Analysis

• PEST/PESTEL analysis

• Porters Forces

• Marketing mix

• Segmentation and targeting

• Research for literature on consumer buying behavior in gulf/other regions

Task 2 (8 MARKS)

Devise a Marketing Mix Strategy for your selected products and destination combination from Task 1 above. (1200 words)

Guide notes: Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature. In addition, discuss and justify which elements of the chosen marketing mix strategy should be standardized or adapted – justify your answer.

Points to consider:

• Copy the marketing mix from above

• Use the TOWS matrix to identify strategies

• Read Ansoff’s matrix and identify the exact strategy and reason for such selection

• Identify complete marketing mix in detail

Task 3 (4 MARKS)

Develop a Foreign Market Entry Strategy for your selected products and destination combination from Tasks 1 and 2 above and discuss how Social Networking tools could be used to promote/support this. (600 words)

Guide notes: Critically discuss the market entry strategy process that is most appropriate for your chosen products into the proposed international market.

Points to consider:

• Read about alternative marketing strategies

• Use the TOWS

• Use the promotional mix

• Identify surveys on social marketing from literature review sources

Submission Requirements

• A single word processed document containing all reports and other documentation i.e. explanations, output reports and page images of graphic tools etc. pertaining to all tasks.

• Maximum word limit is 3000 words (+/- 10%) not including the appendices.

• The document should be properly structured with a bibliography (online and literature sources) and appendices (where necessary).

• The document should be a proper report format with a table of contents, literature review (within the body of the text) and references at the end. The in-paragraph referencing should also be done.

• Produce clear and specific reasoning and argument to justify answers.

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