| Category | Assignment | Subject | Marketing |
|---|---|---|---|
| University | Ulster University | Module Title | MKT744 International Expansion and Marketing Strategy |
Key discussion:
Key discussion: Analyse the allocated country for potential expansion (study the market complexities)
State of Economy and Economic System: requires the analysis of economic factors backed by data, presented in tabular format or graphs – to discuss the likely opportunities and challenges.
Assessment of Cultural differences: requires the application of any one of the Cultural assessment models such as Hofstede’s cultural dimensions, Hall’s high/low context, Terpstra & Sarathy cultural framework – to discuss the likely opportunities and challenges.
Assessment of Political risk and Government Intervention: requires the analysis of political risk and level of Government intervention such as trade barriers, protectionism, trading blocs.
Key discussion: Assess different entry modes and justify the most suitable.
Assess different entry modes- requires a discussion of suitability of 2-3 entry mode options under the market complexities analysed in section B. A mere discussion of advantages and disadvantages is deemed unsatisfactory.
Key discussion: Formulation of the marketing strategy and tactics-
Essential to Link the (product, price, positioning, promotion)strategy with market complexities such as government regulation, cultural differences, economic conditions discussed in section B- generic discussion will be deemed unsatisfactory.
Formulate Product Strategy: requires the application of Product
standardisation and/or adaptation concept.
Formulate Pricing Strategy: requires the formulation of appropriate pricing strategy/approach
Formulate Positioning Strategy
Formulate Promotional Strategy: requires the application of the concept of integrated communication through promotional mix.
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