MGMT7008 Global Marketing Strategy
\nGlobal Marketing Strategy Assessment Autumn 2024 Repeat Paper
\nType Individual Research Report
\nWeight 100%
\nDue Date Friday, 23rd August 2024
\nWord Count 2.000 words (+\/- 10%)
\nLearning Outcomes 1, 2, 3, 4
\nWritten Report
\nYou are a marketing specialist tasked with researching the market expansion viability for an
\ninternational brand seeking to expand into the Irish market. You should select a real international
\ncompany from any market that has the potential to expand its scope of operations in Ireland.
\nYou must select an international brand within any sector and research the viability of that brand
\nentering the Irish market.
\nIncluded in your research report:
\n\u2022 You should provide rationale for selecting the brand for the Irish market and consider the
\ninfluences of the country of origin of the brand.
\n\u2022 You should provide a detailed SWOT analysis on the brand and Irish market in relation to
\nthe company\u2019s industry segment. Include references to the middle east, lentils and Ali baba
\n\u2022 You will be required to analyse consumer market behavior patterns and trends to identify a
\ntarget market (through the segmentation process) in Ireland.
\n\u2022 A detailed competitive analysis setting out primary and secondary level competitors.
\n\u2022 You should then make a recommendation to the company owner in relation to the
\nsuggested market entry mode, rationalising your decision making process.
\n\u2022 Considering the country of origin of the brand, you should set out the elements of the
\nmarketing mix that the company would have to adapt to suit the Irish market. You should
\nexpand on these elements with rationale.
\nIntended Learning Outcomes On successful completion of the assignment, the students would be
\nable to:
\n1. Analyse the options available to companies when seeking to internationalise their business
\n2. Discuss the international market entry strategies available to businesses
\n3. Recommend appropriate global segmentation and positioning strategies
\n4. Assess the issues involved in developing effective global marketing strategies in a traditional and
\ndigital context
\nSoftcopy of the assignment must be uploaded to Canvas by Friday, 23rd August 2024 at 5pm through
\nOuriginal (Plagiarism software). Please note that this software programme detects both AI generated
\ncontent as well as previously published content and submitted work. The student may be requested
\nto attend an in-person meeting with the lecturer to discuss the paper, its sources, etc.
\nMGMT7008 Global Marketing Strategy
\nStudent Name
\nMarket\/Brand
\nWord count\/deadline
\nContent Marks
\nExecutive Summary Communicate clearly an executive summary that encompasses a
\nsummary of the key findings of the entire report.
\n\/5
\nProvide information on the selected brand and the rationale for the selection \/5
\nSWOT Analysis Analyse the micro and macro environment of the brand within the Irish
\nmarket in relation to the organization\u2019s industry specific characteristics, utilizing the
\nPESTLE analysis tool with the goal of internationalization in mind.
\n\/10
\nTarget Market Analysis Through an accurate and effective segmentation process of the
\nselected market, draw conclusions from these research results in order to profile the
\nproposed target market.
\n\/10
\nCompetitive Analysis Set out the brand\u2019s competitors within the Irish market using Porters
\nFive Forces and a positioning map.
\n\/20
\nMarketing Mix Analysis Considering the above findings, set out the considerations the
\ncompany needs to take when operating on the Irish market. Consider all elements of the
\nmarketing mix and if these can be stanardised or must they be adapted.
\n\/20
\nRecommended action Depending on the previous findings and analyses Critically evaluate
\nand recommend the most suitable internationalization approach and entry mode utilizing
\na chosen concept or theory to be applied to the organization in relation to the selected
\nmarket. In this recommendation, set out the chosen distributor\/partner selected for the
\nbrand in the Irish market.
\n\/20
\nPresentation of Report Referencing (using Harvard Referencing System) Report layout,
\nspelling, grammar, spacing, font size, margins, validity, reliability, relevance and accuracy.
\n\/10
\nLate submission penalty as per MTU Marks and Standards
\nTotal \/100 <\/p>\n","protected":false},"excerpt":{"rendered":"
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