The assignment involves the development of an international marketing plan, which would help a firm exploit the market opportunity to sell products to the target consumers in a specific foreign market. The firm must be a ‘real firm’ and belong to one of the following sectors:
a) A beverage company (e.g. Coca-Cola, Evian)
b) A clothing company (e.g. Zara, Barbour)
Please note that the level of analysis should be a specific product/brand. For example, Innocent is owned by the Coca-Cola Group. The analysis should focus on the brand – Innocent, instead of the overall Coca-Cola Group. You will need to make sure that the product has not entered the chosen market before by searching information from numerous sources.
Select a country where the company is not currently operating, which could be a viable target for a foreign market entry.
Important Note: While you can select a firm from your home country, you cannot select a country for the firm to enter that is your home country
Develop an international marketing plan which should include, at a minimum, the following information:
– Company analysis (descriptive data could be included in an Appendix)
– Target country selection
– Strategic Plan
o Entry strategy
o Segmentation, targeting, and positioning decisions o Analysis of potential competitors in the market
– Marketing Plan
o Product strategy
o Promotion strategy o Price strategy
o Distribution strategy
– Conclusions – References
o Please provide a complete reference for all materials you consult. Information drawn from these sources should be cited within the body of your paper.
o For references, please follow the guidelines of the Harvard Reference System or of the Journal of Marketing
Overall word limit, 2500 words maximum.
Assignments must be typed or word-processed on A4 paper using 1.5 or double spacing and with margins of 2-3 cm.
