You are required to write a consultative report for an organization of your choice.

This could be your current employer (or a previous employer/placement host).

The report should include an outline communications plan that follows the steps of the APIC decision sequence model advocated in Chapter 4 and at the international level as in the last section of this chapter. In effect you are designing a case, rather like the cases in Chapters 8, 11, 15 and 17.Your case should deal with all aspects of international communications for the chosen organization.

The case should have specific, international communications ‘problems’ as its focus. The quality and relevance of the communications problems posed are important. If you do not have an organization in mind, you might prefer to choose a situation that involves an existing company or brand or even something hypothetical such as the launch of an international brand or brand extension. The focus might be the launch of a new product into a marketplace where the company is unknown or already known, the addition of a new brand to an existing range and so on applied to a country or countries of your choice.