| Category | Coursework | Subject | Marketing |
|---|---|---|---|
| University | Oxford Brookes University | Module Title | MARK7018 Sustainable Global Marketing Strategy |
| Word Count | 3,000 words |
|---|---|
| Assessment Type | Coursework 2 |
| Assessment Title | International Marketing Plan |
| Academic Year | 2024-25 |
This particular study will include the international marketing plan of Walkers to India. It will include the overview, different frameworks as well as statistical data in relation to the study. Most importantly it will also include justified data with relevance to peer review articles for optimum satisfaction..........View More
1.0 Introduction
1.1 Outline of an international marketing plan
1.2 Introduction to the brand and the country
1.3 Brief global industry overview
2.0 Stage 1: The decision whether to internationalise
2.1 Justification on the preparedness of the chosen brand and industry globalism
2.1.1 Firm preparedness
2.1.2 Industry globalism
3.0 Stage 2: Deciding which market to enter
3.1 Using the funnel approach
3.2 Identification of an initial pool of countries
3.3 Current international operations of the brand
3.4 Overall justification of the initial pool of countries
3.6 Conducting STEEPLE on the chosen country market
3.7 Identification of the key opportunities and threats (SWOT)
3.8 Two SMART Objectives
4.0 Stage 3: Market Entry Strategy
4.1 Initial decision with justification with the application of the relevant factors
4.2 Underlining the most suitable entry mode
5.0 Stage 4: Designing the global marketing programme
5.1 marketing mix 4ps decisions with standardisation and adaptation aspects
5.2 Conducting an STP
5.3 Illustrating ethical and socially responsible marketing issues
6.0 Stage 5: Implementing and coordinating the global marketing programme
6.1 An elaborated Gantt chart for the first 12 months
6.2 Discussing the implementation of the marketing program
7.0 Environmental, social, and governance
Conclusion
References
Appendix
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