You must select an international brand within any sector and research the viability of that brand entering the Irish market

  MGMT7008 Global Marketing Strategy
Global Marketing Strategy Assessment Autumn 2024 Repeat Paper
Type Individual Research Report
Weight 100%
Due Date Friday, 23rd August 2024
Word Count 2.000 words (+/- 10%)
Learning Outcomes 1, 2, 3, 4
Written Report
You are a marketing specialist tasked with researching the market expansion viability for an
international brand seeking to expand into the Irish market. You should select a real international
company from any market that has the potential to expand its scope of operations in Ireland.
You must select an international brand within any sector and research the viability of that brand
entering the Irish market.
Included in your research report:
• You should provide rationale for selecting the brand for the Irish market and consider the
influences of the country of origin of the brand.
• You should provide a detailed SWOT analysis on the brand and Irish market in relation to
the company’s industry segment. Include references to the middle east, lentils and Ali baba
• You will be required to analyse consumer market behavior patterns and trends to identify a
target market (through the segmentation process) in Ireland.
• A detailed competitive analysis setting out primary and secondary level competitors.
• You should then make a recommendation to the company owner in relation to the
suggested market entry mode, rationalising your decision making process.
• Considering the country of origin of the brand, you should set out the elements of the
marketing mix that the company would have to adapt to suit the Irish market. You should
expand on these elements with rationale.
Intended Learning Outcomes On successful completion of the assignment, the students would be
able to:
1. Analyse the options available to companies when seeking to internationalise their business
2. Discuss the international market entry strategies available to businesses
3. Recommend appropriate global segmentation and positioning strategies
4. Assess the issues involved in developing effective global marketing strategies in a traditional and
digital context
Softcopy of the assignment must be uploaded to Canvas by Friday, 23rd August 2024 at 5pm through
Ouriginal (Plagiarism software). Please note that this software programme detects both AI generated
content as well as previously published content and submitted work. The student may be requested
to attend an in-person meeting with the lecturer to discuss the paper, its sources, etc.
MGMT7008 Global Marketing Strategy
Student Name
Market/Brand
Word count/deadline
Content Marks
Executive Summary Communicate clearly an executive summary that encompasses a
summary of the key findings of the entire report.
/5
Provide information on the selected brand and the rationale for the selection /5
SWOT Analysis Analyse the micro and macro environment of the brand within the Irish
market in relation to the organization’s industry specific characteristics, utilizing the
PESTLE analysis tool with the goal of internationalization in mind.
/10
Target Market Analysis Through an accurate and effective segmentation process of the
selected market, draw conclusions from these research results in order to profile the
proposed target market.
/10
Competitive Analysis Set out the brand’s competitors within the Irish market using Porters
Five Forces and a positioning map.
/20
Marketing Mix Analysis Considering the above findings, set out the considerations the
company needs to take when operating on the Irish market. Consider all elements of the
marketing mix and if these can be stanardised or must they be adapted.
/20
Recommended action Depending on the previous findings and analyses Critically evaluate
and recommend the most suitable internationalization approach and entry mode utilizing
a chosen concept or theory to be applied to the organization in relation to the selected
market. In this recommendation, set out the chosen distributor/partner selected for the
brand in the Irish market.
/20
Presentation of Report Referencing (using Harvard Referencing System) Report layout,
spelling, grammar, spacing, font size, margins, validity, reliability, relevance and accuracy.
/10
Late submission penalty as per MTU Marks and Standards
Total /100  

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