LO1 Critically analyse data concerning complex marketing problems and opportunities by applying major global marketing theories and concepts; and develop realistic and original solution to the problems LO2 Identify the key cultural factors and the nature of their impact on global marketing LO3 Evaluate the opposing arguments for standardising or adaptation of the elements of the marketing mix in different markets and countries Assessment 1: LO1- LO2-LO3Word count 2,500Assignment Briefing:In this report you will have the experience of developing a global marketing strategy for a company planning to enter a country it is currently not operating. You will select a specific product/brand and assume that you are the marketing management team for that product/brand. Your product/brand should NOT be marketed in that country yet.Assessment criteria: A1The marking criteria are designed to assist you in successful completion of this assignment. Use it to ensure that you meet the relevant learning outcomes for this module.Assessment criteriaIntroductionThe company, mission and vision statements, etc.10%Industry analysisMarket share and competitor’s analysisLevel of competition15%Business environmentExternal and internal business environmental analysis.15%STPAnalysis of the various segments in the market (Host country)Targeting and positioning strategies to be adoptedRationale behind targeting strategies choices.20%The marketing MixMarketing 4ps to be applied and implemented in the market.Standardisation versus adaptationChoice of distribution channelsOnline and promotional activities20%ConclusionConclusions and recommendations drawn based on analysis and decisions made.10%Presentation and use of literatureCommunicate findings effectivelyDisplay the presentation professionallyAcademic writingCoherence and cohesionUse of academic references and resources10%A1 Individual Report StructureCover pageTopicName of students and IDTable of content-Introduction-The company background business mission and vision, their products, market share (in home country)–The current Business Environment-External – Discuss the (relevant) PESTLE factors, how these factors create opportunities or otherwise for the specific product to enter the chosen market-Internal – what are the resources that are enabling you to take advantage of the market you are entering? (SWOT)–Market and Competitor Analysis –-Markets they operate in,-GDP, GNI and population (host country)-Level of competition (Porter’s five forces)–Segmentation, Targeting and Positioning strategies-Analysis of the various segments in the chosen market-Which segments of the market are you targeting and rationale (reason behind choosing that segment to target)-Targeting issues (E.g digital ads reaching the entirely wrong audience…etc)-How would the brand/product be positioned?–The Marketing Mix – Implementation-How would the marketing mix 4ps to be applied and implemented in the market?-Product/brand decisions-Pricing decisions-Place and distribution channels-Promotional strategies–Conclusion and Recommendation–Based on the analysis and findings what are your conclusions and recommendations?
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