Assignment:
Purpose of this assignment
To develop knowledge and understanding to a variety of methods organisations use to coordinate their international marketing efforts. Students will critically evaluate the various challenges that organisations face when doing so.
This assignment will help them to examine the marketing efforts which are able to transcend international borders. They will explore various cultural, regulatory and political issues that exist in transferring marketing strategies into different countries and the impact it can have on both consumers and the organisation.
TASK 1:
You have been hired by [UAE based organization] as a marketing consultant and they are currently thinking about expanding internationally but don't have the international marketing knowledge. They would therefore like you to write a report for the owners, focusing on how marketing contributes to business strategies in an international context and how they can enter into international markets and be successful in these.
You will need to produce a report which includes the following:
• An introduction to the organisation.
• Use a range of sources to define international marketing and highlight the main differences to local marketing.
• Assess the scope and key concepts of international marketing.
• Explain the rationale for an organisation to want to market internationally.
• Describe the various routes to market an organisation can adopt and which route the company should adopt and why?
• There are many international markets that an organisation can enter, so evaluate the key criteria and selection process that the company should use when considering which international market to enter.
• Define and explain what a market entry strategy is, using examples of the different strategies that are available to an organisation, and include the advantages and disadvantages of each.
• Conclusions and recommendations on how and why the company should enter the international market.
TASK 2:
Owners of the [the organization from Task 1] were very impressed with the report you wrote for them and they would now like you to give a presentation to them and the general management team on how the marketing plan can be adapted or standardized across international markets and how to organise and evaluate marketing efforts.
You will conduct a presentation which should contain the following:
• An introduction to the organisation and their current market.
• Explain the difference between global and local marketing, using examples where appropriate.
• Present an overview of the key arguments in the global v local debate.
• How does the product, pricing, promotional and distribution approach differ when using a variety of international markets?
• Explain and analyse in detail the various international marketing approaches the company can adopt. Use examples from other organisations to further enhance your answer.
• Compare home and international orientation and ways to assess competitors, outlying the implications of each approach.
• Conclusions and recommendations for the company.