Reference no: EM133823932 , Length: word count:2000

International Marketing Management

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 substantiate a strategic marketing plan building on [market selection], for an initial launch and follow up strategy, applying a range of management skills and tools

Assignment task

Write 2000 words report which should be based on ONE of the top two countries you identified in the group presentation.

The Assignment Tasks:

1. Market Entry Strategy

BrandAlley is exploring an option of entering into a direct arrangement with a similar retailer of your choice (i.e. without using an agent or distributor) in your chosen country.

Given your chosen market knowledge drawing from your group presentation and research, you are now required to critically evaluate the above option. Provide evidence for your points and with clear links to your understanding of the consumer and the retail environment. Both secondary research from Partner's Data source and academic research should be used. State clearly any assumptions considered, if applicable. (500 words)

2. Global Trends and Their Application in the Local Environment

BrandAlley CEO has asked you to identify TWO key global trends, which you find particularly relevant to their brand proposition.
For each, you need to;
• State clearly why this trend is especially relevant to BrandAlley
• Discuss how far that trend seems to be emerging or already important in your particular 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, as a consequence of that trend.

3. Country-Specific Communications

(i) Segmentation, Target and Positioning (STP) strategy you intend to focus on in your chosen country (consumer insights - ensure that you show a full understanding of your target customers' interests, values, lifestyles, perceptions and attitudes, culture and usage of technology, supported by data/research from Partner's Data source) - also use an appropriate table and/or diagram to summarise your STP - this will not be considered within the word count. Expert Academic Guidance Now!

(ii) Briefly outline the marketing mix, especially focusing on marketing communication channels to be used in order to educate, engage and convert consumers in the chosen market. Also, include explanation as to why you believe these channels are effective.

(iii) Examine the extent to which social media communications (identified in the channels above) need to be standardised or adapted in your chosen country - engage appropriately with the consumers that you have profiled in task 3(i) and ensure that any culturally-specific needs and requirements, are taken into account.

4. Referencing and Appendix