Unit code: MKT744

Unit title: Global Marketing & Sales Development

Assessment Type: Individual International Marketing Strategy Report

Develop an International Marketing Strategy by selecting a UK or Irish based company who is not currently exporting their goods or services to your ‘allocated’ international market.

Requirements:

• Provide brief overview of your chosen company and clearly show it does not export to your allocated country (150-200 words)
• You are required to conduct a business environment audit relevant to international expansion in a country of your choice. You should select a UK or Irish based company and conduct a PESTLE analysis for this company in your allocated country, describing and evaluating those aspects of the environment (political, legal, economic, socio-cultural, technological and environmental) that are relevant to and, have implications for, developing a marketing strategy.

The purpose of this evaluation is to identify potential market opportunities for your chosen company’s product or service and therefore, PESTLE findings should be specific to your chosen industry/sector & country.  This part of your report should be no more than 750-800 words.

Based on this company/country-specific knowledge you are then required to (2000 words):

• Design an outline international marketing strategy aimed at achieving the set objectives. In the report, creativity, realism and precision will be rewarded.
• Justify the opportunity/ gap in market for your chosen SME within the allocated country. This may include identifying potential competitors within the market.
• Develop a set of actionable, realistic, measurable international marketing objectives, which are directly in line with the research results. These should be adequately justified.
• Outline any product modifications, as well as pricing, promotion and distribution decisions.

This report should be 3000 words (+ or – 10%).

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