MKT7005 Strategic Global Marketing Individual Report, Cardiff Metropolitan University

Task

This individual assignment builds upon your Group Research presentation (PRES 1).  A Chinese retail firm that produces and sells toys wanting to expand their sales abroad. Choose an appropriate market. In doing so, they have asked you to write a document which discusses the following:

• A summary of the main Macro-environmental factors impacting in the target market (15%)
• A critical evaluation of the main issues and concepts of the target country’s national culture that the company need to consider when entering the market (25%).
• Your recommendations regarding the most appropriate market entry method(s) and why? (10%)
• The most suitable competitive strategy that the company needs to follow, evaluating the opportunities and dangers that the company may face (20%)
• Market offering to your identified target segment (20%)
• Structure, coherence and presentation of work (10%)

Learning outcomes

• Identify and critically evaluate the relevant operational techniques and strategies for the different modes of entry into foreign markets.
• Critically assess the key identification and selection factors that affect organisations and their international marketing strategy.
• Assess the significance of cultural issues on international marketing and to critically evaluate the appropriate strategies to gain maximum competitive advantage.
• Evaluate the financial implications of different international marketing strategies and to be able to solve specific pricing and costing problems.
• Critically assess innovative and effective marketing mix used to reinforce an organisation's position in an international market.