TASK 2

Learning outcomes:

In order to pass this unit, the assignment that you present for assessment needs to demonstrate that you can meet all the learning outcomes listed below.

(LO) Learning Outcomes

LO3 Evaluate entry to a selection of international markets and define the key success factors

LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.)

Business Case / Scenario Covering LO3 & LO4

The Director Sales & Marketing informed you that your report on task one to BOD has been very impressive and covered most of the aspects which they wanted to look at before launching their products in the international market. He further informed that BOD wants you to give a presentation to them and the senior management team on how the marketing plan can be adapted or standardised across international markets and how to organise and evaluate marketing efforts.

You will conduct an individual power point presentation which should contain the following:

• An overview of the chosen organisation in context of their current market and performance.

• Explain the difference between global and local marketing, using examples where appropriate and an overview of the key arguments in the global v local debate.

• How does the product, pricing, promotional and distribution approach differ when using a variety of international markets? Investigate, apply and critically evaluate the marketing mix in a range of international context.

• Evaluate the circumstances when your chosen organisation needs to continue with local approach and when to switch to global approach. Also, discuss implications of both the approaches.

• Explain, analyse and evaluate in detail the various international marketing approaches your chosen organisation can adopt. Use examples from other organisations to further enhance your answer.

• Compare home and international orientation and ways to assess competitors, outlying the implications of each approach.

• Conclusions and recommendations for the company to maximise the opportunities in international context.