| Category | Assignment | Subject | Management |
|---|---|---|---|
| University | Aston University | Module Title | BMM645 International Marketing Management |
Executive Summary (Not included in the word count): You must include an executive summary (<300 words) at the beginning of the report that outlines your report. This is not merely an introduction but an overview of the entire report presenting the main highlights.
1) Brief background of your chosen product and reasons why they should internationalize
This section will provide a brief overview of your chosen product and outline the reasons why you think it should be internationalized. Consider internal organizational factors here too.
2) Profile the marketing environment of your chosen product for a potential market using STEEPLE. Analytically summarise the key insights arising from your research to justify selecting it.
In this section, you will draw up a justified shortlist of 4-5 countries, explaining your international market screening process. Based on a rigorous comparative analysis, select the most suitable country. While profiling the marketing environment of the country, you must investigate ALL of the STEEPLE factors, however, include only those insights that are relevant to your chosen product.
3) Provide an overview of your direct competitors using a positioning map for the chosen market to encapsulate how you differentiate yourself from your competition. Summarise all analyses to formulate SMART objectives and define a target market.
Be creative and insightful in this section. There are lots of different variables which you can include in a positioning map beyond just price and quality. Your positioning in the selected country may be different than in the UK, and so can the variables in your positioning map! You can also consider indirect competitors in this section as they may influence the purchase of your product. Following all research and analyses, you should be able to provide:
i) a summary of key insights and derive SMART objectives for your chosen product to attain in your chosen market and
ii) a well-defined target market
4) Justify your chosen market entry strategy
Make sure you fully consider the external environment as well as internal organizational factors when you justify your market entry.
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