Project #31930 - Global Marketing (Two tasks)

Note: THIS ASSIGNMENT CONSISTS OF TWO SEPARATE TASKS (submitted in two different documents)

Overview of assessment

The first task involves an audit into the global market opportunities for a firm of your choice from China (see the section 'Assignment Brief' below for further details).

The second task comprises an international, medium-term strategic marketing plan for the firm you have analysed in the first task.

 

Assignment brief

You have been hired by an organisation in *China which is seeking market expansion opportunities overseas for one of its products, services, or brands. Your remit is to first carry out analysis (task one) and to then produce a medium-term strategic marketing plan (task two), based on the findings of your analysis, for entry into the international market.

You must firstly make the decision as to your choice of organisation.

You can research any international market, providing that you can find opportunities in that market for your firm's product or brand. However, you must ensure that the firm you choose has not already **launched the product, service, or brand into the market you are investigating; your brief is to find a new market opportunity.

* You may select an organisation that is owned by a parent company outside of China providing that your product, service, or brand is marketed from China.

** If the organisation you have chosen is already fulfilling orders (for instance, taking website or telephone orders) to the markets you are researching then it is still okay to research those markets with the view of developing a marketing plan to further exploit those opportunities.

 

Task one (audit) instructions:

Format: Written Report (see guidelines below on report format)

Word count: 2,500 words (+/- 10%)

Your work may include appendices if necessary but you must not put content in the appendix that is part of the assessment criteria.

Words in tables, diagrams, charts, and figures are excluded from the word count and academic references are also excluded.

Referencing: Harvard referencing must be used throughout the report.


Task one assessment criteria:

1. A background to the organisation that explains its current market position (strengths and weaknesses), international marketing experience, and its need to explore new markets.

2. A 'rough market screening' of China.

3. A 'fine marketing screening' and ranking of markets which will lead to the selection of one market.

4. An opportunity analysis of the international market, including the analyses of customer buyer behaviour (and potential segments), and competitors within the market.

5. A SWOT analysis that highlights your findings. 

 

Task two (international, medium-term strategic marketing plan) instructions:

Format: Written report (see guidelines below on report format)

Word count: 2,500 words (+/- 10%)

Your work may include appendices if necessary but you must not put content in the appendix that is part of the assessment criteria.

Words in tables, diagrams, charts, and figures are excluded from the word count and academic references are also excluded.

Referencing: Harvard referencing must be used throughout the report.


Task two assessment criteria:

1. A situational analysis that summarises the key findings from the task one audit.

2. International marketing objectives based on the opportunities arising from the situational analysis.

3. An international, medium-term marketing strategy (including a critical evaluation of options for targeting, positioning, branding, and entering the market) that would help the organisation to secure competitive advantage.

4. A critical discussion of the marketing mix recommendations to deliver the strategy.

 

Guidance on report format

Each task should be presented in a report style format and should include the following elements:

1. Contents page (excluded from word count)

2. Report style numbering system

3. Appendix where necessary (do not bury content in the appendix that is part of the assessment criteria)

4. Main headings to separate out key sections

5. Sub-headings to separate out key sub-sections

6. Bullet points for lists

7. Bibliography using the Harvard referencing system (excluded from word count)


A final note on referencing:

Note that all external sources must be properly referenced using the Harvard referencing system and that it is not acceptable to reference un-trusted sources such as Wikipedia, MarketingTeacher.com, QuickMBA.com or similar websites.

Subject Business
Due By (Pacific Time) 06/05/2014 12:00 am
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