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International Marketing Evaluation & Strategy (100% Coursework)
You will be allocated a country and 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 an international
product/service. You will then be required to select an Irish/UK based SME product
offering which you would consider has potential for expansion into this country, based
on your PESTLE.
You will develop a global marketing strategy to that country, for your chosen Irish or UK
SME product/service. This will include (although not exclusively):
Justifying the opportunity in the country for your chosen SME product/service
and providing a background to this organization.
Provide an overview of the competitive landscape for your chosen SME offering
in your allocated country.
Develop and design an outline international marketing strategy. In the report,
creativity, realism, and precision will be rewarded. 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 and distribution choices along with 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.