Assessment: International Marketing Plan
Instructions
Write an international marketing plan (IMP) for an Australiacompany (preferably SME) seeking to enter an overseas market.[Note: your IMP must be on Semantics]
The marketing plan should benefit the company's managers and/or current or potential owners of the business and pursue social responsibility and ethical values. You will, therefore, need to synthesise and evaluatefactors such as:
- Different environmental variables (political, economic, social, technological, legal, environmental, and cultural) that affect international marketing - how are these factors dealt with and can you defend your entry strategy?
- Opportunities and threats associated with entering an overseas market - judge the value of entering the new market.
- Sustainable marketing principles - how has the plan been guided by sustainable marketing principles?I.e. customer-oriented marketing, customer-value marketing, innovative marketing, sense-of-mission marketing, and societal marketing.
- Ethical issues faced by the company and/or its industry - how this has been addressed in the marketing plan? Can you convince others that you've handled this adequately/effectively?
- Cultural considerations - what local values and/or ethical norms have been factored into the plan?
- Social care - how the company/product can truly help in the local community?
- The long term effects of entry into an overseas market - does it improve people's future living environment?
- Socially responsible marketing practices - has the company developed a code of ethical policies (if it has one) and is this represented? Is the Australian Association of National Advertisers (AANA) Code of Ethics represented?
The IMP should take a report format and be between 7,000 and 8,000 words in length.
The report should have appropriate headings and subheadings. See Appendix A for a guide to the Marketing Plan.
This is an individual effort. Marks will be lost for shared information.
This Assessment Task relates to the following Learning Outcomes:
- Apply marketing theories, frameworks and concepts to complex international marketing problems.
- Create an international marketing plan that examines and assesses international marketing opportunities for the company entering an overseas market.
- Evaluate the impact of ethics and corporate social responsibility on international marketing.