The objective of the assignment is to present a report discussing:
1. Write reasons why your chosen company should internationalise/expand further.
2. Fully justified foreign market selection.
3. Country and Competitor analysis.
4. SMART objectives the company wants to attain in the chosen country (focussed on the short to medium term).
5. Segmentation, Targeting and Positioning.
6. Fully justified foreign market entry strategy for the chosen country.
7. Fully justified international marketing mix decisions.
Note, you will need to ensure that there is sufficient data available for your chosen company so you’re able to fully justify decisions/recommendations.
Guidance Notes
The report should be structured as follows:
• Title Page
• Executive Summary: This is a brief statement of all the key findings and recommendations of the report. Marks awarded: 5
• Table of Contents
• Internationalisation (i.e., point 1 of the Coursework Task): This section will provide the reasons why you think your chosen company should internationalise or expand further. Marks awarded: 5
• Foreign market selection (i.e., point 2 of the Coursework Task): In this section, you will explain your international market screening process (to justify the country you will be entering into), along with the particular segments of the market you are targeting in that country. Marks awarded: 15
• Country and competitor analysis (i.e., point 3 of the Coursework Task): In this section you will show your research and analysis of the chosen country and consideration of direct and non-direct competitors. Marks awarded: 15
• Objectives (i.e., point 4 of the Coursework Task): In this section you will derive SMART objectives for your chosen company to attain in your chosen market. Such objectives need to be realistic and aligned with the firm’s vision and mission. Marks awarded: 5
• Segmentation, Targeting and Positioning (i.e., point 5 of the Coursework): In this section you need to segment and define the target market. Briefly state how your chosen company will position itself in the mind of their chosen customers. Marks awarded: 10
• Foreign Market Entry Strategy (i.e., point 6 of the Coursework Task): In this section you need to specify the mode of entry to be pursued for the chosen country. Your selection must be fully justified based on preceding research e.g., of the country, company and market sector. Marks awarded: 15
• Marketing Mix decisions (i.e., point 7 of the Coursework Task): This is the chance for you to be creative with the elements of the marketing mix for the international marketing strategy of your chosen country. However, it must be in line with the company’s vision and mission, as well as with the objectives you have set in point 4 of the Coursework Task. Marks awarded: 20
• References: Provide evidence of all the information sources you used.
• Appendices: This is the place to show the additional work you carried out to underpin specific content in the report. Remember that no work is marked in the appendices and important analysis must be in the main body of the report to be marked.
• Presentation and Structure. This will consider the visual appeal, structure, coherence and rigour of the report. Marks awarded: 10
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