Devise a Marketing Mix Strategy for your selected products and destination combination from Task 1 above. (1800 words)

SPRING 2017

FINAL EXAM DETAILS

Assume you are in charge of International Marketing in Walt Disney Parks and Resorts Worldwide, Inc. Choose any one country out of the following where you think Disneyland Park/ Resort should be launched:

I.

VI. Russia

To do this you will address the four sections below, and compile your findings into a 6600 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.

SECTION A

Task 1 (20 MARKS)

Discuss Market Selection and your final destination country. Also include an Environmental Analysis. (3400 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 (2 marks)

 Reason for choice of country (3 marks)

 SWOT Analysis (3 marks)

 PEST/PESTEL analysis (3 marks)

 Porters Forces (3 marks)

 Marketing mix (3 marks)

 Segmentation and targeting (3 marks)

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