- International Marketing Planning
Prepare solutions for international marketing problems through the application of knowledge and understanding of relevant theory and practices.
Method of assessment
Presented as a 3,000 (excluding content list, appendices, and reference list) word report that covers the learning outcomes.
Brand: Twinkie https://en.wikipedia.org/wiki/Twinkie
Type: Snack cake
Company: Hostess Brands, Inc.
Place of origin: United States America
Entry to chosen market: Singapore
The plan must include a brief analysis of the market to assess its level of attractiveness for your chosen brand, a detailed discussion on the relevant areas of the international marketing mix, a comprehensive justification of your recommended marketing strategy and method of entry / operations.
The selected brand must be suitable for distribution via a supermarket, department store or similar outlet and NOT via online only distribution channel
It is anticipated that the assignment can be completed from public sources of
information (e.g. databases, annual reports, press reports, websites, and promotional literature, etc.); if you wish to contact any organisation, then the explicit prior permission of the module co-ordinator MUST be obtained
The company can be a large or small multinational, global or multi-regional company
The suggested outline international market entry plan:
Justification and evaluation of selected market via SWOT analysis (20%) [LO1]
Suitability of international marketing objective and strategy (10%) [LO1]
Suitability of international segmentation, targeting and positioning (20%) [LO1]
Suitability of market entry recommendations (10%) [LO1]
Suitability of marketing mix recommendations (20%) [LO1]
Presentation, structure and referencing (10%) [LO1]
Overall impression of understanding of international marketing concepts and techniques
gained from engagement with scholarly literature (10%) [LO1]
Recommended book to reference:
Guide for Developing an International Marketing Plan (Cateora, Graham, and
Gilly, 2019; Ghauri & Cateora, 2014; Ghauri & Cateora 2010)