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

LO1 Demonstrate an understanding of how marketing contributes to business strategies in an international context.

LO2 Evaluate entry to a selection of international markets and define the key success factors.

Business Case / Scenario Covering LO1& LO2

You have been working as marketing manager for a leading national organisation (your workplace or choose an organisation of your choice) having top of the range products and brand leader for some of the products. The Director of marketing & sales informed you that the growth in the local market is stagnant and BOD is planning to expand its operations internationally. Since this is going to be the first ever exposure to the international markets, they want to have a research report about the ins and outs of the international expansion. The Director has assigned you the task to produce a report for the Board of Directors focusing on how marketing contributes to business strategies in an international context and how they can enter into international markets and be successful in this expansion.

You are required to produce a report including the following:

• An introduction to the chosen organisation and give some definitions of international market besides highlighting the main differences between local and international market.

• Assess the scope and key concepts of international marketing and explain the rationale for your chosen organisation to market internationally.

• Describe the various routes to international market which your chosen organization 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 besides evaluating the opportunities and challenges.

• 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.

• Critically evaluate how your chosen organisations should adapt their marketing strategies for various international markets

• Conclusions and recommendations on how and why the company should enter the international market.