marketing across culture

1. Put the references to the sources of your secondary data to support your screening analysis at the bottom of the table.

1. For variables to support your scores that are specifically measurable – e.g. population then you can either put this in the table or in an appendix. For other variables which may need some judgement (e.g. political risk) then your explanation/rationale can be put in an appendix.

If you put any of your data and support of your scores in appendices then in your main report at the bottom of each table state: “see appendix… for details”.

1. Regarding the weighting of the scores you can either put the reasons/rationale in the main report or in a table (s) in the appendices. If you decide to put your reasons for the weightings in appendices then in your main report state “see appendix…for the rationale”.

1. Make sure you give tables, charts and figures numbers and titles.

1. Number each of your pages in the report.

1. Don’t forget to balance your work to cover the 2 key International Strategic Marketing Decisions in the Assignment:

1. International Market Selection and Target Market (s).

1. Market Entry Strategy [Mode of Entry and Market Channel (s)].

1. Remember you are acting as an Export Marketing Consultant to advise Brighton Gin and the Managing Director so think of the company’s resources, capabilities to make sure you are being realistic in your work.

Keith Perks