International Marketing Assignment - BMW Case Study

Learning Outcomes -

• Demonstrate an understanding of how marketing contributes to business strategies in an international context.
• Evaluate entry to a selection of international markets and define the key success factors.

Assignment Brief and Guidance -

Scenario - You have recently been employed as a Marketing Assistant at BMW and you are located in the UK head office. In order to test your abilities, the Marketing Manager has asked you to explain concepts and principles of the international marketing process applicable to the given organisation.

You will conduct a group presentation with your colleagues which should contain the following:

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 by explaining the rationale for an organisation want to market internationally. Describe the various routes to market that an organisation can adopt and evaluate the opportunities and challenges faced by organisation (s) in going global.

While selecting international markets 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. Based on critical evaluation of global market, give recommendations on how and why the company should enter the international market.

Learning Outcomes -

• Investigate how elements of the marketing plan can be adapted or standardised across international markets.
• Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc).

Assignment Brief and Guidance -

Scenario - In your role as a Marketing Assistant at BMW, the Marketing Manager has asked you to write a report based on the elements of the marketing plan which is standardised across BMW international markets. You should present your report by developing arguments for global versus local case in outlining markets for BMW internationally. Moreover, the report should outline the market potential and attractiveness of international marketing.

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

Explain the difference between global and local marketing by presenting an overview of the key arguments in the global v local debate using examples where appropriate .Further, how does the product, pricing, promotional and distribution approach differ when using a variety of international markets? Explain and analyse in detail the domestic and global marketing approaches the companies can adopt and implication thereof. Use examples from other organization (s) to adopt different marketing mix in different markets and a critical evaluation are applied in this context. Compare home and international orientation and ways to assess competitors, outlining the implications of each approach. Conclusions and recommendations for the company.

Suggested Structure of Report -

Title Page

Contents Page

Introduction

Main Body:

• Scope and key concepts of international marketing
• Rationale for an organisation to want to market internationally
• key criteria and selection process to use when considering which international market
• Opportunities and challenges that marketing internationally presents to an organisation
• Critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets.

Conclusion

References

Attachment:- Assignment File.rar