Reference no: EM132730864 , Length: word count:3000

GLOBAL MARKETING & SALES DEVELOPMENT ASSESSMENT

International Marketing Evaluation Strategy

You will be allocated a country and required to conduct a business environment audit relevant to international expansion to that country. You should conduct a PESTLE analysis for your allocated country, describe and evaluate those aspects of the environment (political, legal, economic, sociocultural, technological and environmental) in the potential global market that are relevant to and, have implications for, developing a marketing strategy. The purpose of this evaluation Is to identify potential market opportunities for the introduction of an international product/service. You will then be required to select an Irish/UK based SME product offering which you would consider has potential expansion into this country, based on your PESTLE

You will develop a global marketing strategy to that country, for your chosen Irish or UK SME product/service. This will include (although not exclusively):

• Justifying the opportunity in the country for your chosen SME product/service and providing a background to this organization

• Provide an overview of the competitive landscape for your
chosen SME offering in your allocated country.

• Develop and design an outline international marketing strategy. 113 the report, creativity, realism, and precision will be rewarded. You will need to discuss the product and modifications (if any) to allow entry and market establishment, pricing decisions, effective promotional efforts to establish awareness and establish market.

'PROPOSED STRUCTURE FOR GLOBAL MARKETING & SALES DEVELOPMENT ASSESSMENT (3000 WORDS)
TITLE PAGE
EXECUTIVE SUMMARY TABLE OF CONTENTS
1. INTRODUCTION
2. COMPANY OVERVIEW
3. SITUATION ANALYSIS
3.1 Macro-Environment Analysis 3.2 Micro-Environment Analysis 3.2.1 The Internal Analysis by Mckinsey's 7s Model
3.2.2 Operational Environment by Porter's 5 Forces
4. MARKETING OBJECTIVES
4.1 Rational for Objectives
4.2 Justification
5. MARKETING STRATEGY
5.1 Portfolio Analysis
5.1.1 The Attractiveness of allocated country
5.1.2 Competitive Strength of selected company
5.1.3 Mode of entry such as export, franchising, or Joint Venture etc. - with justification
5.1.4 Segmentation, targeting positioning
6. MARKETING TACTICS
6.1 Product 6.2 Price
6.3 Place
6.4 Promotion
7. MARKETING ACTION PLAN
8. CONCLUSION
9. REFERENCES
10. APPENDICES (IF REQUIRED)
Appendix 1
Appendix 2