MG628 International Marketing Management CW1 Assignment Brief 2024-2025

Assignment task 

Instructions:

• Your report should be based on ONE of the top two countries you identified in the group presentation.1. Please note: Use of Passport and academic sources will be imperative throughout the work. This wider research will be needed to underpin and justify your answers.

Task One: Market entry strategy 

• Central Furniture Manufacturing (CFM) Ltd. (please refer to the document on the VLE ‘CFM Ltd.-IMM Case Study’) is exploring an option of entering a direct arrangement with a leading furniture manufacturing company of your choice (i.e. without using an agent or distributor) in your chosen country, which would give that company the exclusive rights to sell CFM products in their physical stores.
• Given your chosen market knowledge drawing from your group presentation and research, you are now required to critically evaluate the above option. Provide evidence for your points and with clear links to your understanding of the consumer and the retail environment. Both Secondary research from Passport and academic research should be used. State clearly any assumptions considered, if applicable.

Task Two: Furniture trends and environment

CFM’s CEO has asked you to identify Two key trends, which you find particularly relevant to CFM brand proposition.

For each trend, you need to:

• State clearly why this trend is especially relevant to CFM.
• Discuss how far that trend seems to be emerging or already important in your country using both qualitative and quantitative data (i.e. what is the evidence).
• Provide and justify one specific recommendation regarding a change to the one factor of marketing mix.

Task Three: Segmentation, Target and Positioning (STP) Strategy

• You need to focus on your chosen country (consumer insights - ensure that you show a full understanding of your target customers’ interests, values, lifestyles, perceptions and attitudes,culture and usage of technology, supported by data/research from Mintel/Passport GMID).
• Use an appropriate table and/or diagram to summarise your STP – this will not be considered within the word count.

Task Four: Communication strategy

• Briefly outline the marketing channels to be used to educate, engage and convert consumers in the chosen market.
• Provide explanation as to why you believe these channels are effective.
• Examine the extent to which social media communication sengage appropriately with the consumers that you have profiled (in STP) and ensure that any culturally specific needs and requirements are considered.

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:

LO1: Assess, analyse and conceptually apply the key concepts of international marketing, including thecritical evaluation and the application of key tools, models and theories.

LO2: Critically evaluate the concept of globalisation within given situations and how it may or may not beapplicable and why.

LO4: Devise and critically substantiate a strategic marketing plan building on [market selection], for an initial launch and follow up strategy, applying a range of management skills and tools.