A Global Strategic marketing Plan

Learning
Outcomes

On successful completion of this assignment you will be able to:
1. Show a systematic understanding of the challenges of managing
marketing communications across national boundaries.
2. Demonstrate a critical awareness of current issues in global marketing
3. Show how, through marketing communications, Global brands build
relationships with consumers.
4. Show an understanding of the development of an integrated
marketing communications campaign entails “mixing and matching”
options based on their ability to produce a whole that is greater than
the sum of its parts.
5. Effectively create a dialogue with consumers requiring thinking
beyond traditional advertising and promotion strategies.
6. Show why consistency is the key to creating brand awareness and
strong brand associations.

Grading Criteria Postgraduate Grading Criteria for this assignment is available at the end of
this document.
Your Task

“Taking the marketing function global is no easy task. It requires managers
to think globally and strategically about global markets and comparative
marketing environments.” (Alon & Jaffe, Global Marketing, McGraw-Hill )

You are a Consultant with a firm of Strategic Marketing Analysts and have
been retained by a client to advise on international expansion. They have
decided to target two foreign markets and have asked you to prepare a report
on which country they should choose.
You have been asked to create a report with recommendations with possible
strategies of how your expansion strategy could be carried out effectively.
Specifically you are required to:-
Guidelines
1. Provide a case background including company size, competition and
target market.
2. Include information on your chosen target countries with justification.
(Analyse the Macro-environment (PESTEL) &
competitors, customers and market (5 Forces).
3. Set your SMART global marketing objectives (3-5) for going
international.
4. Decide and justify upon your global market entry strategy (export,
franchise, joint venture etc). What are the implications (risks and
opportunities) if your company would decide upon a different strategy?
5. Global marketing strategies and tactics for this organization.
(Segmentation, Targeting, Positioning and Product, Price, Place,
Promotion strategies). What are the implications of your choice?
(Cost, resources, timing, opportunities)
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