TM6003  – International and global marketing (University of Chester UK)

Choose one of these companies

You are to take on the role of International Brand Manager of one of the following British brands as part of a review to expand into a new international market from the UK:

Instructions for the academic portfolio

Choose an international market (country) to research for potential entry (make this country DIFFERENT to your own personal nationality so you are learning about a new national culture!) You are to produce a 2000 word academic portfolio for your team which offers a critical international market analysis of your chosen international market.  Your portfolio should identify how attractive that international market and customer base is for your product to help inform potential market entry strategy.

You will need to critically analyse the key contemporary marketing* opportunities and challenges within the international market. *Avoid taking a broad business focus.

You will then analyse the impact of those findings on international market entry strategy decisions your team may need to make. 

You should provide clear rationale of whether that market is attractive to pursue, or not. You should attach Appendices at the end containing relevant evidence of appropriate research into the international market environment and analysis to support the main body discussion of the Portfolio.

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Your learning outcomes are:

1: Critically evaluate the foreign market entry strategy process.

4: Identify & evaluate the contemporary issues that may affect the international marketing environment.

Report / Academic Portfolio Guidance

Introduction

• Introduce the purpose of the portfolio, including a brief background to the organisation and product (consider key internal factors such as company size; international experience, brand power etc.). Also clearly identify the intended international market (country)

International Market Analysis

• Conduct online research into the international market. Aim to identify current marketing related risks and uncertainties within the external international market environment. Consider these in relation to the product area.   
• Consider how the above issues might impact on the various decisions required by the international marketer when selecting and entering new markets.  This is the whole learning objective of the assignment!
• Ensure your ideas reflect marketing related decision making, rather than taking a broader business focus.
• Provide clear conclusion – is this market attractive to pursue or not?

Research and using credible sources

• Use the recommended online and library resources to research your chosen company and its international market environment
• Aim to show your practical (researched) and theoretical conceptual marketing knowledge by supporting your ideas with referenced evidence and wider academic reading (using Appendices appropriately).

Professional presentation

Aim to demonstrate your professionalism – take care to present your portfolio logically and in a report style format; include a detailed reference list (which must conform to APA style) which appears before the appropriately referenced Appendices section (at the end of the portfolio); Appendices should contain relevant evidence (sources) and demonstrate note-taking skills of key journal articles and/or texts.   

We have already written several versions of this report. Get your READY custom copy here – https://prolifictutors.com/place-order/