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International Marketing Evaluation & Strategy

Words : 3000
    International Marketing Evaluation & Strategy (100% Coursework)
    You will be allocated a country and required to conduct a business environment audit
    relevant to international expansion to that country. You should conduct a PESTLE
    analysis for your allocated country, describe and evaluate those aspects of the
    environment (political, legal, economic, socio-cultural, technological and
    environmental) in the potential global market that are relevant to and, have
    implications for, developing a marketing strategy. The purpose of this evaluation is to
    identify potential market opportunities for the introduction of an international
    product/service. You will then be required to select an Irish/UK based SME product
    offering which you would consider has potential for expansion into this country, based
    on your PESTLE.
    You will develop a global marketing strategy to that country, for your chosen Irish or UK
    SME product/service. This will include (although not exclusively):
     Justifying the opportunity in the country for your chosen SME product/service
    and providing a background to this organization.
     Provide an overview of the competitive landscape for your chosen SME offering
    in your allocated country.
     Develop and design an outline international marketing strategy. In the report,
    creativity, realism, and precision will be rewarded. You will need to discuss the
    product and modifications (if any) to allow entry and market establishment,
    pricing decisions, effective promotional efforts to establish awareness and
    establish market presence and distribution choices along with the key challenges
    to global expansion for the SME in this market
     You will be required to ensure that the PESTLE and international marketing
    strategy are linked to justify your decisions and choices.


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