Assessment 2 International Marketing Strategy

7/30/2019 Assessment 2 International Marketing Strategy

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Assessment 2 : International Marketing Strategy

LengthA written report of 2,800 words Except Referents

The product must be a real product and you are aiming to introduce to a country that it is not

currently available in. You are not allowed to pick your home country or Australia as

countries you wish to introduce this product to. Obviously, the product cannot be available in

the market you are considering. I would suggest preparing a few different products just in

case the one you most want to do is not suitable.

So, I choose INSTANT NOODLE exports from Japan to Kenya. Assume that we have the

instant noodle company in Japan. How this product change customer behavior in Kenya?

and How this product has influence to Kenya people?How can we sell product to them?

and how this product get success in the Kenya market? I think Kenya doesnt haveinstance noodle product because of their culture and their food.

Assessment 2 : International Marketing Strategy

This assessment task it designed to develop skills and capability in the process of developing

International Marketing Strategy. This requires you to draw on the key principles of the unit and

international marketing in general.

It also requires you to apply your international market intelligence and research skills and to develop

a robust and well-supported International Marketing Strategy for an assigned/agreed company.

The task again is a mix of both theory and practice.

Key Components

Base Conditions

In the early stages of the teaching period you will be required to nominate a company uponwhich you will develop an associated International Marketing Strategy

This will typically be from a prepared list provided by your lecturer with you having accessto some base information on the company or a strategic business unit of a larger company

The base information may be in the form of a case study, investment adviser report, annualreport or other public domain material

You are to agree with your lecturer an overseas market to assess i.e. for the InternationalMarketing Strategy. This may be from a listing of countries or negotiated between yourself

and the lecturer

However, the choice of country MUST be SIGNIFICANTLY different from the firms homecountry market.

Tasks


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There are in effect three key inter-related components to this task with Part 1 and Part 2 providing

key inputs into Part 3.

1. Company Understanding - BaseUsing the material provided and other RELEVANT material you are to provide an overview ofthe firm.

This should be from the perspective of its current situation/challenges and its

need/requirement to develop an International Marketing Strategy for the nominated

overseas market.

Equally you should use this task to develop your ideas on the companys relative capacity

and resource base again with regard to international business and marketing.

This collective understanding will be a major factor in shaping the final International

Marketing Strategy

2. Overseas Market UnderstandingClearly in order develop an International Marketing Strategy there is a need to develop a

highly relevant and strong understanding of the agreed overseas market.

You are therefore required to undertake an analysis of the overseas market.

You might wish to draw on the A Country Notebook framework which is on Moodle.

Key aspects that should be considered include:

Culture Social and Demographics Political/Legal/Regulatory Economic Competitors/Competitive Environment

Remember this task is not just a mix of data you have been able to access via the range of

usual sources.

It requires you to prioritise the type of data you believe will be important to allow you to

develop an appropriate International Marketing Strategy.

This task should help you identify some of the markets:

Key swing factors Key success factors and Key risk factors

And to assess the underlying attractiveness of the market for the nominated for firm.

3. International Marketing Strategy Proposed/Recommended


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Using the material generated from the above two sections you are required to develop an

International Marketing Strategy.

This strategy should consider factors like:

Entry Mode Adaptations Required e.g. Price/Place/Product/Promotion Risk Management Regimes

You should prepare this as a report to the Executive Management team of the designated firm

outlining your well-developed proposed International Marketing Strategy.

As such it does not require you to go into tactical detail - but present the Executive Management

team with good information on the nominated overseas market and a highly relevant suggested

moving forward strategy.

It is appropriate though not essential that the report could be presented in well-developed point

form with a lot of material provided as Appendices.

However it is essential that the report is appropriately referenced and shows overall logic and

feasibility.

A detailed Marking Guide is available for this key assessment and learning task.

Hints

It is CRITICAL that you are able to draw out KEY IMPLICATIONS for Part 1 and Part 2 as it impacts on

the firm and the resultant International Marketing Strategy.

Getting the facts and figures is only PART of the two task areas.

Again as a business report it should include an Executive Summary, a Table of Contents,

Bibliography and Appendices.

A lot of supporting material can be included as Appendices.

Source material should be correctly identified and referenced. If you are unsure about the formatplease ask your lecturer for advice and guidance.

Topics and sub-topics may include:

The necessity for an international and global mindset Environmental and cultural approaches to international marketing A comparison of the various approaches to international marketing management Competitive challenges and opportunities facing today's international marketer


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The importance of recognising cultural differences in the development of an internationalorientation

The growth and development of trading blocs, regional market groups and strategicinternational alliances

International and global marketing management tasks and decisions Implementing the strategic international marketing programme including managing

international distribution, selling and negotiating in international markets, managing

international marketing operations

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Assessment 2 International Marketing Strategy