Individual Report (50%)

You are required to prepare a report for management, recomm wipeouting that the Company enter into a impudent overseas merchandise (defined as a country or large region inside it) and outline the main features of the trade plan. The new market that you recommend is your choice but it must not be one where the Company is already present. The report should be 3000 words max and the hand in date is 13th March 2013 via Blackboard before 12 noon. Your recommendation needs to contain the chase1 Reasons for selection of new market for entry by the Company 2. alternating(a) markets which were candidates and reasons not selected 3 Proposed market entry strategy, including rationale 4 Outline of recommended marketing fuse. Assessment criteria * Knowledge of speculation underpinning internationalisation of marketing * Demonstration of the ability to develop captivate solutions for differing market circumstances * Evaluation of options and dearification of recommendations * Use of refe rences, and professional person standard of the report The critical points to remember are 1 Answer all 4 motilitys and witness that you answer the questions stated.All questions are equally important but do not necessarily use the equivalent number of words. Do not spend so much prison term on one question to the detriment of anformer(a). Use common sense. 2 The questions are interrelated and you can refer to previous sections to reform the links so that the report flows well. 3 Your marketing mix must cave in sense with your proposals and with the other move of the mix. E. g. it is nonsense to suggest that a imperfection which is positioned as say luxury and High end utilises an everyday low value pricing strategy. Try to be succinct and do not embroil great parts of research reports. These should be referred to and used to meet your arguments. Remember answer the question apply your research and abstract not the other way around.5 Use speculation and research appropr iately to support your justifications and recommendations. Suggested report structure 1 Introduction state the company, where they operate now the new country crossing range/brand and outline of the report. This is very important to set the scene of the report. Do not issue the history of the company. Justification for country x Using your research and analysis propose reasons for your selection of the new market to enter. A competitive analysis should be evident. Refer to appropriate theory and reference. 3 Alternative market(s) rejected suggest markets that were considered and justify why they were not as suitable Refer to appropriate theory and reference. 4 Market entry strategy Propose your market entry strategy which must make sense with the research and analysis from section 2, the attitude towards risk of the company, and your rationale for the entry strategy.Do not just describe the entry strategy you must justify what you propose. 5 Outline marketing mix strategy thes e are your recommendations for the marketing mix with justification. You must use appropriate theory and references throughout. You should include here the brand value, positioning, segments and targets for the country you are choosing to enter and provide a justification based on theory and research. For each strategy make sure you mention whether this is a global position whether it has been standardise or adapted.Refer to appropriate theory throughout. You may use examples to illustrate your points but we do not expect a full tactical marketing mix outline i. e. messages. Product strategy in relation to other parts of the world, crossway decisions e. g. full product range/limited and why. You might refer to the PLC, competitive advantage, brand position, values etc. Pricing strategy strategy not tactical pricing/actual price for the product/service. Distribution strategy Promotions strategy which media do you propose and why?Is it standardised or adapted? You do not need to d evelop advertising materials or messages. Budget not required. People is there a service element to your product/service? Process Physical evidence You may use champion headings, diagrams, tables, graphs, as appropriate. You do not need to produce an executive summary. You do need a table of contents page, page numbers, section headings and reference list. Mistakes from last year 1 Reports were unbalanced so much time spent on the first questions that the subsequent sections suffered. Missing references throughout the report and use of non credible sources. 3 Lack of International marketing theory. Too much use of very basic marketing theory and textbooks. You must use and International marketing text and appropriate reading. 4 Descriptive PESTLs with no analysis and not used throughout the report. Your research is to be used to justify your decisions. 5 Marketing mix were lists of suggestions with no justification. They must be linked to the PESTL analysis, research and theory a nd justified. Jacqueline Lynch February 2013