Pearson BTEC HND in Business - International Marketing Assignment

ASSIGNMENT - Assignment Context and Business Scenario

You have been hired as a marketing consultant by a local company that would like to expand internationally, but do not have the international marketing expetise. They would therefore like you to write a report for the owners and the management team, 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 markets.

Based on your marketing expertise, they would also like you to further advise them on how the marketing plan can be adapted or standardized across international markets and how to organize and evaluate marketing efforts.

You will need to produce a report which includes the following:

An introduction to the organization and their current market.

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 international marketing entry routes and which one the company should adopt.

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.

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.

What you must do -

The following issues are required to be carried out:

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

To demonstrate your understanding of marketing, analyse the scope and key concepts of international marketing.

Using your chosen client organisation, explain the rationale for it to want to market internationally and describe the various market routes the organisation can adopt. You should also evaluate the opportunities and challenges that marketing internationally presents to your chosen client organisation.

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

Using your client organisation, evaluate the key criteria and selection process to use when considering which international market to enter. Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each. You are required to apply the market evaluation criteria and entry strategies, and make recommendations for your chosen client organisation.

To further demonstrate your understanding of how international marketing contributes to business strategies and the different entry strategies in international marketing, you should produce a critical evaluation of the international market context, including insight into how your chosen client organisation should adapt their marketing strategies for various markets.

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

As part of your investigation of marketing, present an overview of the key arguments in the global versus local debate. Using your client organisation, evaluate the context and circumstances in which it should adopt a global or local approach, highlighting the implications of doing so.

The management team of your client organisation would like you to investigate how the product, price, pricing and promotional distribution approach differs in a variety of international contexts. You should determine and articulate in detail how to the organisation could adapt the marketing mix in different international markets. You should also produce a critical evaluation of how the marketing mix is applied to a range of international contexts.

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

To help your client organisation make the right decisions, explain and analyse the various international marketing approaches your client organisation can adopt.

In order to help them make an informed decision, your client organisation wants you to compare home and international orientation and ways to assess competitors, outlining the implications of each approach.

You should evaluate various marketing approaches and competitor analysis in relation to your chosen client organisation and make recommendations on the organisation should operate in an international context. In addition, make recommendations on how your client organization should be structured to maximize the opportunity in an international context.