International Marketing Evaluation & Strategy (100% Coursework)

International Marketing Strategy (100% Coursework)

You will be allocated a country and an SME by your seminar tutor. You then

required to conduct a business environment audit relevant to international expansion

to that country. You should conduct a PESTLE analysis for your allocated country,

describe and evaluate those aspects of the environment (political, legal, economic,

socio-cultural, technological, and environmental) in the potential global market that

are relevant to and, have implications for, developing a marketing strategy. The

purpose of this evaluation is to identify potential market opportunities for the

introduction of a new product/service. You will then be required to develop or select

the allocated company's product/service, with country of origin the UK, which you

would consider has potential for expansion into this country, based on your PESTLE.

You will then develop a global marketing strategy to that country, for your UK based

product/service. This will include (although not exclusively):

Justifying the opportunity in the country for the product/service you will

develop.

Provide an overview of the competitive landscape for the offering you are

developing in your allocated country.

Develop and design an outline international marketing strategy. You will need

to discuss the product and modifications (if any) to allow entry and market

establishment, pricing decisions, effective promotional efforts to establish

awareness and establish market presence, distribution choices and

brand/name along with suggesting the key challenges to global expansion for

the SME in this market.

You will be required to ensure that the PESTLE and international marketing

strategy are linked to justify your decisions and choices.

(you can do it for a random company of any country)