| Category | Report | Subject | Marketing |
|---|---|---|---|
| University | Regent College London | Module Title | IMA7001 International Marketing Management |
Gousto has formulated plans to expand its market presence by entering the markets of India and China.
The organisation has requested your assistance in doing an analysis of environmental risks, assessing the degree of strategic uncertainty in the external market that may impact the company's future, and aiding the organisation in comprehending its strategic opportunities for growth and profitability. It is advisable to consider the challenges and prospects presented by evolving market trends, advancements in technology, and shifts in consumer preferences. You must develop effective International Marketing Mix strategies for both countries before advising which one the company should select and supporting the best market entry approach.
Hence, as a marketing manager having an MSc International Management qualification, the organisation requires you to:
Task 1: Diagnose and analyse the challenges Gousto might face in developing and deploying its global marketing strategies/ approaches and its implications on both countries. (Weightage: 25%)
Task 2: Develop and critically implement a global marketing planning process that Gousto can use in each country. (Weightage: 25%)
Task 3: When analysing and developing Task1 and Task 2 - apply a range of alternative models and concepts in dealing with complex global marketing planning issues to achieve competitive advantage
You must employ any at least FOUR marketing models from RACE, SOSTAC, AIDA, Blue Ocean Strategy, Hook model, GOST mode, AARRR Pirate Metrics or Drip model, Marketing Funnel model and Sinek’s Golden Circle model or any other model taught in class. Assess and critically appraise the advantages and disadvantages of the models and concepts you have chosen and elucidate these models and concepts to achieve competitive advantage in the global marketplace. (Weightage: 25%)
Task 4: Reflect on your task 1 and task 2 analysis and justify your selection of ONE country ( India or China) Gusto should enter. Also recommend and critically evaluate an effective market entry strategy.
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