Marketing Strategy
International
Marketing Strategy
Base Conditions
Words limit:
3000
Format:
Business Report
A business reportit should include an Executive Summary,
a Table of Contents, Bibliography and Appendices are not include
words limit.
References: APA
style (not include in word limit)
Australia base
company “Devondale Dairy†and overseas market is INDIA. Develop International
Marketing Strategy of Devondale Dairy
(The task again
is a mix of both theory and practice.)
Tasks
There are in effect three key inter-related components to this
task – with Part 1 and Part 2
providing key inputs into Part 3.
1. Company
Understanding – Base (1 and a half page)
Using the material
provided and other RELEVANT material you are to provide an overview of the
firm.
This should be from
the perspective of its current situation/challenges and its need/requirement to
develop an International Marketing Strategy for the nominated overseas market.
Equally you should
use this task to develop your ideas on the company’s relative capacity and
resource base – again with regard to international business and marketing.
This collective
understanding will be a major factor in shaping the final International
Marketing Strategy
2. Overseas
Market Understanding (4 pages)
Clearly in order develop an International Marketing Strategythere is a need to develop a highly
relevant and strong understanding of the agreed overseas market.
You are therefore
required to undertake an analysis of the overseas market.
You might wish to
draw on the A Country Notebook framework which is
Key aspects that should be considered include:
Culture
Social and Demographics
Political/Legal/Regulatory
Economic
Competitors/Competitive Environment
Remember this task
is not just a mix of data you have been able to access via the range of usual
sources.
It requires you to
prioritise the type of data you believe will be important to allow you to
develop an appropriate International Marketing Strategy.
This task should help you identify some of
the markets:
·Key swing factors
Key success factors and
Key risk factors
3.
International Marketing Strategy – Proposed/Recommended (5 pages)
Using the
material generated from the above two sections you are required to develop an
International Marketing Strategy.
This strategy
should consider factors like:
Entry Mode
Adaptations required e.g. Price/Place/Product/Promotion
Risk Management
Regimes
You should prepare this as a report to the Executive Management team of the designated
firm – outlining your well-developed proposed International Marketing Strategy.
As such it does not
require you to go into tactical detail – but present the Executive
Management team with good information on the nominated overseas market and a
highly relevant suggested “moving
forward strategyâ€.
It is appropriate –
though not essential – that the report could be presented in
well-developed point form with a lot of material provided as Appendices.
However it is essentialthat the report is appropriately referenced and shows overall logic and feasibility.
A
detailed Marking Guide is available for this key assessment and learning task.
Hints
It is CRITICAL
that you are able to draw out KEY IMPLICATIONS for Part 1 and Part 2 – as it
impacts on the firm and the resultant International Marketing Strategy.
Getting the
facts and figures is only PART of the two task areas.
Again –
A lot of
supporting material can be included as Appendices.
Source materialshould be correctly identified and referenced.
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