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Individual Written Assessment – International Marketing Report

International Marketing
Individual Written Assessment – International Marketing Report
Critically evaluate the primary cause of failure in entering an international market by a company of your choice.
Your analysis MUST reveal the theoretical base (es) of the market entry method and the marketing programme/mix strategies, what triggered the failure and
recommendations to overcome the failure.
Consider in your analysis:
– the market choice by examining the fit between the organisation and the market environment including competitive analysis;
– the market entry mode;
– the STP, segmentation, targeting and brand positioning;
– the marketing mix strategies, which includes (4Ps or 7Ps and the decisions of adapting or standardising the marketing mix strategies applied in the home market to
fit the new market’s culture and environment)
Recommended Structure of the Report:
– Executive summary of 100 words (not included in the word count), to summarise the report purpose and main result and main recommendation
– Introduction of 200 words, to introduce the purpose of the report and the structure with brief background of the company’s activities in the international markets:
the countries the company has entered with indications of their performances there such as revenue, profit, market share, and since when in terms of indication to the
length of experience the company has in international markets
– The critical evaluation of 2500 words, to include the following:
– the market choice by examining the fit between the organisation and the market environment including competitive analysis;
– the market entry mode;
– the STP, segmentation, targeting and brand positioning;
– the marketing mix strategies, which includes (4Ps or 7Ps and the decisions of adapting or standardising the marketing mix strategies applied in the home market to
fit the new market’s culture and environment)
– Conclusions and Recommendations of 300 words, to show how the company can do or could have done to overcome the difficulties they faced
The word limit is 3000 words (please specify the number of words clearly in your assignment). The word limit does not include the executive summary, tables and
figures, bibliography, and appendices.
You are expected to critically evaluate the concepts, identify clear argument and examine the case you selected in details. Wide research with facts and reliable
sources is essential to pass the assessment.
Your research should cover at least 10 academic articles 50% of which is published in the last 5 years. You should always reference your sources according to Harvard
Referencing Style
Presentation of the report
Your work should be word processed in accordance with the following key guidelines:
• Font style, Lucida Sans, font size 12
• 1.5 line spacing.
• The page orientation should be ‘portrait’
• Margins on both sides of the page should be no less than 2.5 cm
• Pages should be numbered
• Your name should not appear on the paper.
• Your student number should be included on every page.
• Indicate the word count on the front sheet
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