ims

Select  ONE organisation,  ONE product category and  ONE emerging market to consider as a case study example. Having selected your case study example, prepare a 2,000 word business report on  ONE of the following topics:

. Using your case study example, explore the impacts that cultural dynamics have on a firm's ability to target in-country customer segments.

. Using your case study example, explore how the organisation might choose to adapt to local market conditions and how this influences their marketing approach.

. Using your case study example, explore the way the organisation might seek to influence consumer perceptions in one specific global market, and how they might use differentiation and positioning to capitalise on these perceptions.

. Using your case study example, critique different approaches to assessing international growth in potential markets.

Your report should use International Marketing concepts to address future marketing challenges and formulate options, based on best marketing practices, to address these challenges. It should also assess the impacts that addressing the challenges will have on the organisation’s future. Finally. you should prepare an action plan to demonstrate how this marketing strategy is to be implemented in a sustainable manner.

Instructions:

· This assessment asks you to apply marketing theories and test the value of marketing concepts and constructs.

· Your challenge is to critically match theory from the course and from journal articles with practical outcomes in the marketplace. Your report should be based on evidence from academic sources of best practice, using marketing theories, models and concepts.

· Use sources and journal articles critically. A report should have a minimum of 20 academic sources for a higher grade. Avoid the use of generic internet sources, especially blogs, since these are not peer-group reviewed and may represent personal opinions from non-experts.

· You are encouraged to include diagrams, images, tables, hypertext and infographics.

· Please prepare your work in a report format with an Executive Summary, a Conclusion & Recommendations section.

· References and endnotes are not part of your word count.

Learning Outcomes assessed: 1, 2, 3, 4 and 5 of:

. Analyse the main factors involved in the formulation of an international marketing strategy.

. Identify factors in the macro-environment to be considered in the formulation of an ethical international marketing strategy.

. Assess the different methods utilised in entering international markets.

. Critically evaluate the implementation of the marketing mix elements in international markets.

. Critically appraise material introduced in class, communicate effectively both orally and in written form for a variety of stakeholders.

This assignment will be marked according to the following criteria:

. Structure & Presentation 10% (intro, scope, signposting, logical development of argument)

. Evidence 10% (referencing of sources, the balance of academic sources and professional material from companies)

. Knowledge 25% (marketing theories, models and constructs, critical perspectives on existing knowledge, matching theory and its translation into practice)

. Argument and counter argument 25% (balance of theory and practice, critical insights offered, recency, relevance and topicality of content for the case)

. Futures and application of key learnings 30% (conclusion - gaps in models, recommendations, action plan - what next?)

Individual Report Instructions and template