Individual Report (50%)

806 Words4 Pages
Individual Report (50%)
You are required to prepare a report for management, recommending that the Company enter into a new overseas market (defined as a country or large region within it) and outline the main features of the marketing plan. The new market that you recommend is your choice but it must not be one where the Company is already present. The report should be 3000 words max and the hand in date is 13th March 2013 via Blackboard before 12 noon.

Your recommendation needs to contain the following:

1 Reasons for selection of new market for entry by the Company
2. Alternative markets which were candidates and reasons not selected
3 Proposed market entry strategy, including rationale
4 Outline of recommended marketing
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This is very important to set the scene of the report. Do not write the history of the company.
2 Justification for country x
Using your research and analysis propose reasons for your selection of the new market to enter. A competitive analysis should be evident. Refer to appropriate theory and reference.
3 Alternative market(s) rejected – suggest markets that were considered and justify why they were not as suitable Refer to appropriate theory and reference.
4 Market entry strategy
Propose your market entry strategy which must make sense with the research and analysis from section 2, the attitude towards risk of the company, and your rationale for the entry strategy. Do not just describe the entry strategy – you must justify what you propose. 5 Outline marketing mix strategy – these are your recommendations for the marketing mix with justification. You must use appropriate theory and references throughout.

You should include here the brand values, positioning, segments and targets for the country you are choosing to enter and provide a justification based on theory and research. For each strategy make sure you mention whether this is a global position whether it has been standardise or adapted. Refer to appropriate theory throughout. You may use examples to illustrate your points but we do not expect a full tactical marketing mix outline i.e.

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