MKT744 International Expansion and Marketing Strategy Assessment Guidance | Ulster University

MKT744 Assignment Guidance

Section A: 150 words

Key discussion:

• General Background of the Company: Derlon Limited
• Information on the company can be found under the assessment tab named (Delron Limited)
• Rational for Expansion- discussion- what could be the reasons that are encouraging Delron to expand?
•  Profit-seeking, Market seeking, Resource seeking
• The rational depends on what the allocated country can offer

Section B: 600 words

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.

Section C: 1500 words

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.

• Consistently link the discussion to section B to discuss the suitability – how will different entry modes likely to address the complexities -Challenges and Opportunities?
• Propose and Justify the most suitable mode- propose an entry mode that is most suitable based on your discussion on section A, B and C (above).
• Propose and Justify using Country attractiveness and  Competitive strengths matrix (week 5 and week 6 lesson)

Section D: 600 words

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