6MK001 International Marketing Strategy Assignment- Birmingham City University
You will need to choose an organisation that has already carried out some limited expansion internationally but to no more than 6 international countries and investigate the possibilities for them to expand further internationally. Your organisation should be a Small to Medium sized enterprise (SME) as defined by the EU definition and you will have been appointed as a marketing consultant to advise the main board of your suggestions for what international market for the organisation to enter. Your organisation can originate from any country in the world and this will be regarded as the home market for that organisation
Using the established product /service sectors stated on the organisations website you are required to narrow down the number of possible countries(markets) and provide a profile of the market and the competitors.
You need to present your work in the form of an infographics type report using PowerPoint as the software to produce this. This is a popular style of report used by marketers to illustrate market and competitive based information. You will be given sample assessments of previous infographic reports in class during weeks 2-4.
Your report should include the following:
1. A brief description of the organisation and its strengths including what would the justification be for business to expand further internationally?
2. Detail the macro and micro criteria and other marketing factors that would be relevant to narrow down the choice of potential markets and subsequently profile the markets. Why are these criteria relevant to the organisation and its market research in their new market selection? Please note you need to use both macro and micro criteria here that are relevant to the organisation and the market.
3. Using the detailed and relevant macro and micro criteria from point 2 to screen the number of countries down from all available markets in the world to profile your final choice of selected countries. You need to detail why the two chosen countries are relevant and include reference to manufacturing based competitors, distribution networks, key market profiles within the country and other international strategicelements and using recognised International Marketing theoretical framework, research data and statistics to present your analysis. You may wish to concentrate on a sector or sectors important to the organisation at this stage.
4. Justify a choice of final country and develop a proposed strategic positioning for the organisation and underpin with relevant data and statistics including competitive positioning. This should indicate selected target markets for the business in the final country and also some indication of the marketing message that would be used to target them.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.