| Category | Coursework | Subject | Marketing |
|---|---|---|---|
| University | Oxford Brookes University | Module Title | MARK7018 Sustainable Global Marketing Strategy |
• Justify on preparedness of the chosen brand AND industry globalism • One paragraph for firm’s preparedness + one paragraph for industry globalism
• Firm’s Preparedness
o international/global presence (if any)
o current operation/performance
o firm size and resources (financial, human resources etc.)
o any USP (e.g. COE) etc.
• Industry Globalism
o global market size
o market growth
o big players
o intensity of global competition etc.
✓ Focus on the ‘nine strategic windows’ by Solberg (1997) as cited by Hollensen (2020)
✓ For this IMP, the decision needs to be to ‘internationalise’ – chose from the reduced five options (see seminar 3)
✓ Signpost to the framework
• Use the funnel approach
• The entire world does not need to be put into this ‘funnel’!
• Identify an initial pool of countries (some could be ‘knocked out’) • This would depend on the current international operations of the chosen brand • Justify the choice of this initial pool of countries
• Conduct a critical evaluation of this pool of countries and make adjustment considering any other factors
• Identify the most attractive country market
• Use suitable and objective criteria
• Conduct a focused STEEPLE on the chosen country market
o 5 most relevant including the ENVIRONMENTAL (sustainability issues) one
• Be mindful of the word limit
2
• Remember that some elements may have been used within the criteria when evaluating the country pool
• Identify the key opportunities and threats (may include a SWOT table) • Set some (2-4) SMART objectives
• Several factors influence this decision
• The initial decision needs to be justified by applying relevant factors • Apply the most/more pertinent factors
• Consider the current operations of the chosen brand
• This will help determine some of the more pertinent factors
• Choose the most suitable entry mode with justification on pertinent the factors
• Involves marketing mix (4 Ps) decisions
• Address and integrate relevant sustainability issues
• Conducting a focused STP would help but be mindful of the word limit • Arguments surrounding standardisation versus adaptation need to be considered for all 4 Ps
• Consider ethical and socially responsible marketing issues
• The design should focus on the first 12 months
• Detailed budgeting is not needed but the brand’s capabilities need to be considered
• Detailed discussion of the implementation of the marketing programme • A Gantt Chart would help depict this stage
• The focus should be on the first 12 months
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