MK992: Export Marketing Assignment Brief 2025 Sem2 | University of Strathclyde

Instructions

The task:

Prepare an individual essay with a word limit1 of 3,000 (+/- 10%) words (excluding abstract/ contents/tables/figures/appendices/references).
Pick a company of your choice.

In your role as a marketing consultant for this company, you have been tasked with providing a theoretically informed review of the export marketing process for an organisation that could be looking to start exporting. This organisation requires a review that outlines and critiques the issues that the managers will need to be aware of. By doing so, the content of the review could then be incorporated into a future export marketing plan.

In detail, the essay should consider the following questions:

1. In the context of their current operations together with their future opportunities, how would you rationalise the organisation’s motivations for commencing export activities? To what extent is the organisation in a state of readiness for successful exporting and, if so, what
   future exporting goals should it pursue?
2.  Given the resource constraints that your organisation is likely to be operating under, how should they best prioritise which markets they should select?
3. As an exporter at a formative stage, what export mode would be most appropriate and why?
4. Given that the exporting organisation has an existing product range, to what extent would their export marketing mix require adaptation?