MKT301 International Marketing Group Project Assignment Brief Term 1

International Marketing Plan- 25 % 

Title: International Marketing Plan (Group Assignment)  

Aim of the Assignment:  

This project is intended to give students first-hand experience in identifying, analysing and evaluating international marketing opportunities.  

Assignment Task: 

You are the Head of Marketing in your organisation, and the Board of Directors (BoD) has approved Management’s proposal to expand the business operations of the Company into foreign markets to ensure the continued growth and profitability. The  Managing  Director has asked you to prepare the International Marketing Plan for this venture of the Company.

For this task,  you and your marketing team are to follow the steps below and prepare the plan for consideration and discussion in the  Executive  Management  Team before placing it before the BoD for endorsement.   

• Evaluate the competitive advantages and limitations of your company for its expansion in a chosen overseas market.
• Carry out a comprehensive environmental analysis for a minimum of two potential foreign markets by identifying the most critical areas that need to be addressed in designing international marketing strategies for the company in these markets. This analysis should rationalise your proposed entry strategy and marketing program. Select the most promising market to enter first and justify your decision using the market selection analysis.  Drawing on this analysis and the identified competitive advantages,  briefly conduct a  Market  Segmentation process selecting  Target Market(s) and positioning for your Company's product(s) in the chosen foreign market to establish the value proposition of your offering(s).
• Briefly evaluate market entry strategies available and select one from the 2 or 3  alternatives with justifications.
• Prepare a marketing strategic plan to enter the market, highlighting product,  pricing, promotion,  and distribution strategies  (7  Ps if it is a service),  and your proposed extent of standardisation/adaptation for each element.  
• Design an organisational chart and other tools (budgets, etc) to implement the plan and monitor the implementation.
• Conclude the plan by identifying any environmental challenges the company may face in the next 3 to 5 years and their implication on doing business in the market  

As this is a group assignment, every member will be responsible for managing a fair and equitable distribution of workload for the assignment. Each and every member of the group is responsible for maintaining group dynamics and effectiveness. Time, patience,  interpersonal communication skills and commitment are all essential to enjoy the benefits of having many hands and heads together with diverse skills.  

A successful group work requires each member to focus on the process rather than just the product. The group is required to deal with conflict or a member(s) not sharing the work.  Make sure that all sections are interconnected and consistent from the Introduction to the Conclusion.  

Allocate 3500 words on the following subheadings according to the needs of your market, as identified by your analysis:  

Report Marking Guide

Use Report Format for this assignment. Add a title page including the name of the company as a title, its destination market as a subtitle, name and ID  number of each team member (Team Leader's name first), the Subject Name/Code and Lecturer's name. 

 A  200-word  Executive Summary can improve your overall presentation of the report.  Title page, Executive Summary, Table of Contents, Appendix and Reference List is excluded from word count.  

Assignment Guidelines: 

• This group assignment should ONLY be submitted to Turnitin by the Team Leader of the group. DO NOT submit any individual part of the report individually by other members to avoid a 100%  Similarity  Score  Report from  Turnitin.  Follow the  Rule of  "one group,  one submission" to Turnitin by the Team Leader ONLY.
• Report must be typed in 1.5 line space using Times New Roman 12-point font size. Please keep adequate margins (one inch) on all sides.
• You are expected to prepare and present your work professionally. Attention to basic elements of expression – spelling, punctuation, and grammar is essential.
• A penalty of 5% of the mark allocated to the assignment tasks will be deducted for each day after the scheduled due date unless prior approval is granted for some exceptional situations.

International Promotional Plan Presentation - 15 % 

You are required to make a 15 – 20 minute presentation of the PROMOTIONAL PLAN that will be used for the product/service chosen for your Group Assignment above. Please note that you are NOT presenting your international marketing plan here, but you may give a summary of your international marketing plan when presenting the promotional plan.