International Marketing Evaluation

Learning Outcome 1: Describe and critically evaluate the regional, national, and global marketing environment (social, economic, technological, political, and legal) withing which an organisation operates.

Learning Outcome 2: Critically evaluate the key concepts and theories under-pinning global marketing.

Learning Outcome 3: Critically evaluate the internal environment of the firm, and firm objectives, such as growth and international market entry to new markets.

Learning Outcome 4: Analyse and evaluate the external effects the organisation's decisions have on their stakeholders, competitors and the wider public.

Assignment Guidelines:

You are required to conduct an evaluation of the international marketing processes/activities undertaken by this company. You will be required to research and identify what the company profile internationally looks like, the marketing choices made and competitive landscape amongst others.

Using relevant theories, you are required to evaluate what the company has done internationally, how effective this has been, how it differs across international markets they operate in and any examples of best practice or things that did not work etc.

The end product of this assignment is an evaluation of your chosen company in two or more international markets (two culturally different countries of your choice), how they have achieved
success in these and overcame market and competitor challenges. Ultimately you want to, through this assignment, demonstrate how market offerings within a company can differ based on the international market or country's local requirements. This brief will be discussed in more detail in class.

Your seminar tutor will allocate you a company and ideally you should select two international markets (two countries by yourself) to review which are considered to be culturally different. This will allow you to compare two countries and allow you a greater opportunity to research and evaluate the international marketing practices of the company (i.e., similarities and differences in two culturally different countries to overcome competition, other environmental factors and meet the needs and wants of customers) to achieve successful outcomes for the company.