MKT7005 Strategic Global Marketing Assessment 2 Brief SEM1

Task/assessment brief:

Task

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

• A summary of the main Macro-environmental factors impacting the target market 
• 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
• Your recommendations regarding the most appropriate market entry method(s), and why?
• The most suitable competitive strategy that the company needs to follow, evaluating the opportunities and dangers that the company may face
• Market offering to your identified target segment
• Structure, coherence and presentation of work 

Word count (or equivalent):    3,000 + or – 10%

Assessment Criteria

Learning outcomes assessed

• 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 critical evaluate the appropriate strategies to gain maximum competitive advantage.
• Evaluate financial implications of different international marketing strategies and 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.