Reference no: EM132407050 , Length: word count:1500 + 8 Slides

Assignment -

I. Written Report - International Marketing and International Market Selection

Learning Outcomes -

1. Demonstrate an understanding of how marketing contributes to business strategies in an international context.

2. Evaluate entry to a selection of international markets and define the key success factors.

Scenario - Five Guys is a family owned restaurant group that focuses on high quality burgers and fries. Unlike many fast food restaurants. Five Guys does not use frozen meat in its burgers. Instead they use refrigerators to store their fresh ingredients, including meat. The first Five Guys restaurant opened in 1986 and since then the company has expanded to over 1000 outlets mainly in the US & Canada and have been opening up branches in European countries as well. Five Guys recognises that they will need standardised marketing efforts that have an international focus, in order to reach across national boundaries in an increasingly global business environment.

You have recently been hired by Five Guys as a marketing consultant in order to provide a report for the Senior Management Team, which will help them to make their marketing efforts more international. You have been asked to demonstrate in your report how marketing can contribute to business strategies in an international context and how a company like Five Guys can successfully enter international markets.

Written Report - As a minimum requirement you are asked to cover the following in your report:

1. In the first part you need to provide an analysis of the concept of international marketing. Stan with your preferred definition then demonstrate its scope, by analysing the global picture, including key macro and customer trends, and how different aspects of international marketing are related.

2. Next you need to explain why an organisation like Five Guys might want to market them-selves internationally, and give at least three examples of ways that they would be able to do so, in order to meet company objectives successfully.

3. The next part of your report is designed to help Five Guys select the right international market to enter, as well as the right strategy for entering that market. You need to evaluate the important factors companies need to consider when selecting an international market, including legal and ethical considerations, risk management and contingency planning. Explain why these factors are more or less important.

4. Then explain the advantages and disadvantages of at least three different strategies for entering international markets.

For a more impressive report you should aim to include the following In addition to the above:

5. Help Five Guys understand the advantages and difficulties of marketing internationally, by evaluating the opportunities and challenges, the company can expect to encounter.

6. Apply what you have learned in relation to international marketing from the evaluation of factors and the strategies to follow, in order to make recommendations for Five Guys.

For an outstanding report you would also need to include the following:

7. Make your evaluation critical by questioning assumptions about the international market context, and giving well-supported insights on how an organisation like Five Guys needs to adapt their market strategies, in order to succeed in three different markets.

II Oral Presentation - International Marketing Plan and Efforts

Learning Outcomes -

3. Investigate how elements of the marketing plan can be adapted or standardised across international markets.

4. Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global. transnational. meta-national. etc.)

Scenario - The directors of Five Guys were very impressed with your report and they would now like you to give them a presentation on how the marketing plan of an organisation like theirs, can be adapted or standardised across international markets: and how to organise and evaluate marketing efforts that are multinational, global, transnational and meta-national.

You are expected to include the following in your presentation:

1. Provide your own introduction of Five Guys and summarise their current market position.

2. Then explain the difference between global and local marketing and present the key arguments in the global verses local marketing debate. Give examples of global and local marketing approaches from organisations such as Five Guys and/or others, and show how the conflict between their global and local marketing efforts can be overcome.

3. When you give your presentation, you will be expected to have carried out an investigation into how the product, pricing, promotional and distribution approach to marketing (the classical marketing mix) must be adapted to different international markets. This should include the impact of digital technologies and software (mobile computing and social media) on international distribution and promotional strategies. The directors would like you to present your findings from this investigation, showing how the marketing mix differs according to the international context in which it is applied.

4. Next you need to give your analysis of at least three international marketing approaches that an organisation like Five Guys can adopt. Include some details on the organisational structures and lines of reporting that are needed, to ensure marketing efforts are multinational, global, transnational and met-national.

5. Finally, the directors would like you to make a comparison between home and international orientation, including the different lines of reporting, negotiating and ways of assessing competitors.

For a more impressive presentation the directors would expect the following:

6. An evaluation of at least three marketing approaches and competitor analysis in relation to Five Guys, with recommendations on how Five Guys should operate in international contexts.

If you want to impress the directors even more, then you will also need to do the following:

7. When presenting your findings on the marketing mix, critically evaluate how it is applied in international contexts, by challenging the assumptions that are held about the advantages and disadvantages of different a roaches.

Need 1500 words + 8 slides PPT (excluding introduction, table of contents and thank you slide).