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Individual Marketing Assignment

Marketing Issues in International Business

Student ID:

Brand [Company]:

New market entered:

1. Introduction and objectives

[Give a brief introduction of the brand you have chosen (it should be an existing brand of an existing company) and the new international market (country) that you want to introduce it to. Explain briefly why you think this brand will be a success in the new market, and what objectives the company wants to fulfil by introducing this brand.]

2. Company and brand

[Give some background on the company and explain what your chosen product/service does, what makes the brand unique or competitive, its success in home or other markets, target segment(s) etc.]

3. Situational analysis of the intended market

[Analyse the market you intend to enter (economic, political, cultural etc. characteristics) insofar as these factors are likely to affect your product success, and the possible target segments. Analyse the existing competitive situation on your intended market, indicate your planned positioning among competitors, and discuss factors that might influence their response to your market entry.]

4. Implementation of the marketing mix (4Ps)

[Explain your international marketing strategy in terms of the marketing mix (product, price, promotion and distribution/place) and their relation to your target segment(s). How will each element of the marketing mix be implemented? To what extent do you plan to standardise or adapt different elements, and what factors are going to influence these decisions?]

5. Future expectations

[Briefly outline what you will need to do to ensure that the product is a sustained success in your chosen market. What changes or product extensions do you anticipate making over the 5 years following market entry?]

6. References

[It is expected that you will draw on some theoretical sources covered in the course or outside reading (as and when relevant) and data sources relating to the company/product/market. Include these using the Harvard referencing style (they do not count towards the word limit).]

7. Total word count: Indicate this at the end (target: 2,000, plus or minus 10%)

8. Appendix (optional)

[Supplementary information such as detailed comparative analyses may be included here and does not count towards the word limit (although be reasonable!) Figures and tables do not count towards the word limit so they may be included in the main text as and where appropriate.]

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