The outcome of the assessment is to profile the market for

Question

The outcome of the assessment is to profile the market for international marketing operation. Select one international market country to consider for launching a product of the business/company you select. The product should not be available in the market / country you select

1. Outline a brief introduction of the company and its major products/services

2. Outline market situation or situational analysis or environmental analysis. This is for the host market .

• Macro
  • pest analysis
  • International standards
• Micro
  • Competitors analysis
• Three major competitors' that include international players and local players.
• Marketing mix
• Major strengths and weakness
  • Customer analysis
• Needs and preferences
• Consumer behavior analysis (factors affecting consumer behavior)

Segmentation analysis

o   Four variables of consumer segmentation/VALS segmentation / Need State segmentation approach

Targeting Strategy

o   There are four targeting strategies to select undifferentiated differentiated concentrated and micro. For this assessment you could select either differentiated or concentrated. Please outline the reason

Swot analysis:

o   Asset/ capability / resources to consider for strengths / weakness analysis

• Financial resources
• Networking such as supplier distributor and customer
• Brand
• Management capability
• Business process
• Other assets capabilities

Opportunities

o   link to pest analysis

• Threats
  • link to PEST analysis
  • link to competitor's analysis

Positioning

• Formula to whom (target market) you (our brand) are/is what (concept)
• Implementation plan:

 Relate to possible marketing mix to deliver this positioning statement. Explain how they will be implemented . This includes what, when , who and how.