Assignment Brief and Guidance

Scenario

You have been hired as a marketing consultant by a global marketing consultancy in Hong Kong. A Hong Kong based company has been growing, and recently appointed your company to advise about international expansion. This client does not have much international marketing experience, and would therefore like you to formulate a report. The report should focus on marketing strategy and tactics that can enable the client company to successfully expand into international markets.

You will need to produce a report which includes the following:

• An introduction to the organisation.

• Assess the scope and key concepts of international marketing.

• Explain the rationale for an organisation to want to market internationally.

• Describe the various routes to market an organisation can adopt and which route the company should adopt and why?

• There are many international markets that an organisation can enter, so evaluate the key criteria and selection process that the company should use when considering which international market to enter.

• Identify the opportunities and challenges that an organization faces when its aims to market its products/services internationally.

• Define and explain what a market entry strategy is, using examples of the different strategies that are available to an organisation, and include the advantages and disadvantages of each.