Reference no: EM133878245 , Length: word count:2000 + PPT

International Marketing Management

Assignment task 1:

Learning outcome 1: Assess, analyse and conceptually apply the key concepts of international marketing, including the critical evaluation and the application of key tools, models and theories.

Learning outcome 2: Critically evaluate the concept of globalisation within given situations and how it may or may not be applicable and why.

Learning outcome 3: Devise and critically justify a strategic marketing plan based on your market selection, including both an initial launch and a follow-up strategy, utilising a variety of management skills and tools.

Your report should be based on ONE of the top two countries you identified in the group presentation.

Please note: Use of EBSCO Database on College's online library will be imperative throughout the work. This wider research will be needed to underpin and justify your answers.

The Assignment Tasks:

1. Market Entry Strategy
Plantopia is considering entering your chosen country through a strategic partnership with a major retail or beauty chain, granting them exclusive distribution rights in-store and online.
Given your knowledge of the chosen market from your group presentation and research, critically evaluate this option. Provide evidence-based arguments with clear links to your understanding of the consumer preferences, market dynamics, and retail environment. Both secondary research using the EBSCO Database on the College's online library and academic sources should underpin your evaluation. Clearly state any assumptions made, if applicable. (500 words)

2. Global Trends and Their Application in the Local Environment
Plantopia's leadership has asked you to identify TWO key global trends particularly relevant to the company's brand propositioning. For each trend, you need to:
Clearly state why this trend is especially relevant to Plantopia.
Discuss how far this trend seems to be emerging or is already important in your chosen country using both qualitative and quantitative data (i.e., what is the evidence for that trend on a local rather than a global scale?).
Provide and justify one specific recommendation regarding a change to the marketing mix or an action you consider necessary in your chosen country because of that trend. (250 words per trend)

3. Country-Specific Communications
(i) Segmentation, Targeting, and Positioning (STP):
Develop and implement an STP strategy for your chosen country. Demonstrate a comprehensive understanding of your target customers' interests, values, lifestyles, perceptions, attitudes, cultural nuances, and technology usage. Use data from the EBSCO Database available through the College's online library to support your analysis. Summarise your STP strategy with an appropriate table and/or diagram; note that this visual representation will not be included in the word count.
(ii) Marketing Mix:
Briefly outline the marketing mix with a particular focus on the marketing channels to be used for educating, engaging, and converting consumers in the chosen market. Explain why these channels are effective in reaching your target audience.
(iii) Social Media Communications:
Examine the extent to which social media communications (identified in the channels above) need to be standardised or adapted for your chosen country. Ensure that any culturally specific needs and requirements are considered, engaging appropriately with the consumers you profiled in task 3(i). (800 words)

4. Report Writing, Citing and Referencing
The final 15% of marks will be given for this, considering the whole report. Your report should include a contents page, introduction, conclusions, and list of references, as well as your responses to the tasks above. All pages should be numbered.

Assignment task 2

Learning outcome 1: Assess, analyse and conceptually apply the key concepts of international marketing, including the critical evaluation and the application of key tools, models and theories.

Learning outcome 2: Devise and critically evaluate market selection options using background research and audit, applying a range of management skills and tools

Background and Scenario for the Assignment

Plantopia Skincare is a rapidly growing London-based SME that creates natural, plant-based skincare and wellness products, including moisturisers, serums, aromatherapy oils, and eco-friendly gift sets. The company has seen significant growth in the UK due to rising demand for vegan beauty products, environmentally friendly packaging, and holistic wellness trends among Millennials and Gen Z consumers.

Plantopia sells online through its own e-commerce platform and boutique retail partners. Its brand message focuses on clean beauty, sustainability, and ethical sourcing, and it is known for stylish branding and transparent product ingredients. More information about Plantopia Skincare can be found on their website

Case Scenario
You are part of a team of International Marketing Consultants commissioned to help Plantopia Skincare identify the two most promising European markets for international expansion. Your consultancy must use data-driven methods to screen and evaluate eight European countries, then recommend the top two.This assignment allows you to explore opportunities in the booming vegan cosmetics industry, sustainability trends, digital branding, and cross-cultural market alignment.

The Assignment Tasks

Stage One: Identify Screening Criteria
Select six key criteria to evaluate the eight European countries. These might include factors such as market size for vegan skincare, e-commerce infrastructure, consumer attitudes towards sustainability, or import regulations for cosmetics..

Stage Two: Collect Data and Create Criteria Table(s)
Collect relevant secondary data to assess how the chosen countries perform against the criteria. Use measurable and quantifiable data as much as possible, with authoritative evidence. Create a table(s) summarising each criterion and the data/facts obtained to assess each, with sources referenced by author and year. Aim to fit the table(s) on a maximum of TWO slides. Use highlighting, a scoring system, or other methods to clearly identify which four countries come out best from the initial eight. Looking for last-minute assignment help? Grab it now!

Stage Three: Conduct Further Research and Argue for the Top Two Countries
Quantitative data alone may not be sufficient for a final decision, as top-performing countries might score similarly or perform variably across different criteria. At this stage, you are required to:
- Incorporate additional insights from different sources to complement the quantitative findings.
- Provide a deeper understanding of market potential by evaluating factors like consumer sustainability awareness, brand alignment with local values, and any unique market opportunities.
- Justify and explain clearly why your top two countries are the most suitable for Plantopia'smarket expansion.

Ensure your recommendations reflect a balance of data-driven insights and strategic reasoning.

If you are registered with the Disability and Inclusion Services or have a disability, please contact your module leader to discuss how your reasonable adjustments will be applied to this assignment.