Assignment Details
1. Choose ONE company in any country.
2. Evaluate the current operation and situation of this company by carrying out internal and external environmental analyses using appropriate international marketing theory. Using secondary research of the organisation/company and country, you are also required to evaluate the wider and competitive environments.
3. Based on the Task No. 2 analysis, research and suggest ONE NEW foreign market of your choice (this means that the company does not currently operate in this country) using international market research theory and justify why this country is a good/bad market to enter.
4. Provide suggestions for segmentation, targeting and positioning of your chosen organisation to allow the company to grow and sustain competitive advantage in the country identified in Task No.3.
Content Guidance
- Introduction
A brief overview of the company and its current portfolio (4Ps/7Ps) and any recent international activity. (You may analyse the current portfolio (4Ps/7Ps) using Porter’s generic (competitive) strategies for extra points).
The purpose of the report
A brief introduction to the new market identified.
- Internal & External Analysis (where are they now?)
Conduct an internal and external analysis (home market) to determine the company’s current situation.
- Analysis And Evaluation Of The New Market
Evaluate the strategic concerns in the new market, taking into consideration the situational analysis undertaken in the previous section.
- Conclusions & Recommendations
Make some recommendations relating to segmentation, targeting, and positioning. This section should focus on what they must do to achieve realistic results in the new market.
Other Information
All company information and theoretical models must be referenced.
Use academic sources, not websites such as Marketing Tutor, Wikipedia and poor-quality online sources.
Provide a good blend of online/offline references – use references from module materials, textbooks, journal articles and credible websites.
Use the lecture slides/notes/textbooks to understand the theories and models.
Provide a good conclusion based on all the previous analyses.
Use Appendices if need be to expand on the information in the main report.