Reference no: EM132205939

Question: Report (1500 words) based around developing an outline international business strategy and plan. (Should not be exceeded 1500 Words except reference list, that's why 4 tables should be places in appendices.)

You should use minimum 10 references(oxford reference style)

Assignment overview and assessment:

The first assignment for this module is based on an individual report which is the preparation of an outline international marketing selection and entry strategy plan.

In this first assignment, you are expected to develop an international market selection and entry strategy and plan for a UK domestically based company. The company that we have selected for the assignment is a Sussex based SME Brighton Gin.In their website they did not put a lot of information, that's why I searched by myself and I took some notes, you can see at the end of the page.

Your role is to act as a marketing consultant hired by the company to identify and select one new export market for the company to target based on your research and analysis. You then need to advise them in a report on how they should put together their market entry strategy.

The key tasks involved in developing your report are:

1. To initially research and assess four potential export markets and then select one key country/market to target first, giving the rationale for your choice. This rationale should be based on the analysis of as much relevant research information as possible. Also in your market selection, you should also consider the internal resources and capabilities of the company. The information you find should be used to create systematic screening tables which will be covered in the lectures and seminars. Note that this chosen market then becomes the focus for the rest of your report.

• After you have selected the one market you should include an external audit (PESTLE and demographic data, market and competitive data, market opportunities), the target segment (s), positioning, and consideration of any possible barriers and hurdles the company will have to overcome.

2. To consider and recommend the most appropriate market entry mode for your chosen market, giving your reasons.

Choice of company and product/service

For the assignment we have selected a Sussex based SME who will come to the Business School to present their company background. You will use this company as a basis for your research, market selection and entry method.

Company: Brighton Gin

Choice of export market/country

Your chosen export market/country can be anywhere in the world but not the UK, or your home country if you are an exchange student (Turkey). Base your choice of market on the research applied to the country analysis and screening of the four countries. You do not necessarily select the export market that is potentially the largest for the company but must consider a range of market selection criteria from your screening method.

Structure for the report

There is some flexibility for your report in terms of structure but a sample structure is shown below:

Title page - To be addressed to the company (as you are acting as a consultant) - Don't forget to include your name and student number!

Contents page

Introduction - Brief background to the company and product/service (e.g. any USP's) and the export experience it has to date.

Market selection

1. Detail on the criteria used to choose four countries you have shortlisted for screening and the method and rationale you have used to select one country.

2. Explanation of the one country you have selected to target. This should include a PESTLE, market and competitor analysis, to identify opportunities and threats and cultural differences and your suggested target segment (s) and positioning.you could use the ideas of geographic or psychic distance when making the final choice of country if they have close scores. You also have to think about the resources that the company has in making your decision about a country.

Choice of entry mode

Discussion and rationale on what market entry mode you propose and how this entry mode should be pursued. Brief suggestions also on how the new market should be managed once the first market entry method has been secured.

Information related to above question is enclosed below:

Attachment:- Assignment1brief.rar