7MARK001W International Marketing and Communications, Assignment 2 - Individual Report , University of Westminster

ASSESSMENT BRIEFING

The individual assignment will be a formal written report that will test the student’s ability to apply the concepts discussed in the classroom. Having established the foundation for the successful strategic partnership, the next step of the assignment component (report) involves developing a comprehensive market entry and positioning strategy for launching a Chatbots and Conversational AI as a Service (CAIaaS) solution in East Asia, with a primary focus on Taiwan as the entry point.

The assignment will require students to apply advanced concepts of international marketing segmentation, targeting, and positioning (STP) to create a viable and culturally sensitive strategy that aligns with the technological landscape and consumer behaviour in Taiwan and neighbouring East Asian markets.

BRIEF AND CONTEXT

Please carefully read the following email from the Managing Director of the UK company, announcing a successful partnership with its Taiwan counterpart. The Managing Director has now requested that you, as an expert in international marketing, take on the following project with immediate effect.

LEARNING OUTCOMES ADDRESSED:

=> The individual report is met the following learning outcomes.

=> Work as a part of a product development and international marketing team and acquire the business communication skills to produce reports, presentations and

=> social media profiles. Present the results of their analyses and recommendations in a professional manner (LO3).

=>Apply reflective learning techniques to understand the complexities of the connected global marketplace and contextualise the potential areas of conflict between globalisation, national identity and sustainable business practices (LO4).