Introduction and aim:
Assume you are in charge of International Marketing in a "Fast-Food Burger Joint" branded company based in your own country, or a country of your choice. Note: you need to research, select and justify a company suitable for this assignment.
You are to research and propose the launch of your chosen organization's products into a specific NEW foreign market, i.e. a country that your chosen organization does not currently have a branch in. Note: you need to choose and justify your destination market.
To do this you will address the three sections below, and compile your findings into a 3000 word report. Throughout you must demonstrate your wider reading of appropriate academic literature (i.e. fully referenced using Harvard or APA format), in order to support your viewpoints.
You are to produce an academic report that covers the following issues:
Task 1
Discuss Market Selection and your final destination country. Also include an Environmental Analysis. (1200 words)
Guide notes: Justify your choice of international market for your organization through a critical examination of its market environment. Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature.
Consider aspects of culture and buyer behavior, and how these present opportunities and threats to you, the marketer, in your chosen destination country. Include a discussion of legal and ethical issues in your answer. Again, underpin your answer with references to relevant academic marketing literature.
Points to consider:
Introduction to the company
Reason for choice
Reason for choice of country
Visit websites of Fast-food burger Joints (burger fuel, fat burger, five guys etc)
SWOT Analysis
PEST/PESTEL analysis
Porters Forces
Marketing mix
Segmentation and targeting
Research for literature on consumer buying behavior in gulf/other regions
Task 2
Devise a Marketing Mix Strategy for your selected products and destination combination from Task 1 above. (1200 words)
Guide notes: Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature. In addition, discuss and justify which elements of the chosen marketing mix strategy should be standardized or adapted - justify your answer.
Points to consider:
Copy the marketing mix from above
Use the TOWS matrix to identify strategies
Read Ansoff's matrix and identify the exact strategy and reason for such selection
Task 3
Develop a Foreign Market Entry Strategy for your selected products and destination combination from Tasks 1 and 2 above and discuss how Social Networking tools could be used to promote/support this. (600 words)
Guide notes: Critically discuss the market entry strategy process that is most appropriate for your chosen products into the proposed international market.
Points to consider:
Read about alternative marketing strategies
Use the TOWS
Use the promotional mix
Identify surveys on social marketing from literature review sources
Submission Requirements
A single word processed document containing all reports and other documentation i.e. explanations, output reports and page images of graphic tools etc. pertaining to all tasks.
Maximum word limit is 3000 words (+/- 10%) not including the appendices.
The document should be properly structured with a bibliography (online and literature sources) and appendices (where necessary).
The document should be a proper report format with a table of contents, literature review (within the body of the text) and references at the end. The in-paragraph referencing should also be done.
Produce clear and specific reasoning and argument to justify answers.