Project #161746 - international strategic marketing

Business Tutors

Subject Business
Due By (Pacific Time) 01/04/2017 12:00 am

 

Assessment Task:

 

Case study – Market Entry: selection and justification.

 

Brief:

 

We have discussed within the lecture series and the tutorials a case that you have self-selected, now – using this case as an example:

 

a)    Describe the stages of a methodical research process a company should go through to find an overseas market, identifying the stages and resources involved and special considerations that should be observed.

b)    Contrast the merits and demerits of finding an overseas market using a methodical research process with a more unstructured approach.

c)    Discuss why you believe that using the Internet, including Social Media, is not only an opportunity, but also creates problems for international marketing managers who plan to develop their business internationally using “Digital International Marketing”.

 

 

·         For MK3H82, the assignment carries 100% weight. Part a (40%), part b (40%) and part c (20%).

 

 

 

Therefore the submission of this work should be a structured essay of 3000 words (10%+/-):

 

1)    Introduction – to the case and the essay

2)    Stages of internationalisation

3)    Stages of market entry

4)    Merits and demerits of structured approach (in your case)

5)    Digital International Marketing

6)    Conclusion

7)    References

 

 

 

Learning Outcomes to be assessed (as specified in the validated module descriptor http://icis.glam.ac.uk):

 

Demonstrate a critical reflection of the major organisational changes required to be made when a company migrates from national to strategic international marketing, and to evaluate the suitability of specific international marketing strategies.

 

 

 

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