International marketing.

2500 words.

The purpose of this assessment is to assess student knowledge of the environmental influences and
marketing strategies for international marketing. Students are to apply critical thinking and engage
closely with course materials and course content in analysing the case study to answer a set of
questions.

Students will select a case study from a list supplied for the purposes of this assignment. Students are
to exercise “close reading” of the case study. This will involve the study of the material, reading the
case several times, taking notes and relating these notes to course materials. Case studies can be
accessed on-line through Blackboard under the ‘Assessments’ tab. Students are expected to review
course content for each week and assess how they can relate this content to the case study they
have selected to analyse.

Students are to provide a Market Situation Analysis on a case study of their choice. Each case study
option is set in a unique cultural context, firm type and hold unique managerial influences that affect
the firm involved in dealing with the challenges they face in penetrating, maintaining or developing an
international market for their product offering.

This assessment is in the form of a report with 6 parts as set out below. Students are to choose 1 or 2
challenges that these firms face with their international marketing interests and expand on these in
the conclusion

1. Firm Analysis
Each firm in the case studies have a unique entry point into the international market and may or may
not have made strategic alliances to assist them. Each firm has unique characteristics and have
international marketing strategies, which present both advantages and disadvantages to achieving
success.

2. Product Analysis
Each product discussed in the case studies is unique. Your first task is to provide an analysis of the
product
and the existing strategy of the firm in marketing the product internationally. You may provide a
SWOT analysis, examine cultural factors, the challenges and opportunities that they present. You
need to analyse the suitability of the product to the particular markets presented in the case study and
to analyse the strategy taken to develop this market.

3. Competitor Analysis
Market forces affect each case study, which includes competitors. Your task here is to scope out the
competition and analyse the nature of the market forces it issues against the firm and its product.

4. Environmental Analysis:
Each case study is unique in that there are key environmental factors that affect the success of their
ventures. Some, but not all, environments will appear in the case study as key to their international
marketing efforts while some may not be mentioned at all. Your task is to look inside the case study
and identify the various environmental influences, and to analyse these environments to develop a
theoretically informed discussion. As per the international marketing sphere, the environments to
consider include:

  Political/Legal/Institutional Environments
  Regulatory Environments (Present and anticipated)
  Economic Environments (Conditions and Trends)
  Social and Cultural Environments
   Demographic Environment
  Technological Environment (Access, reliance, factors and trends)
  Natural Environment (Seasonal factors, other climate or topographical factors)
  Physical Environment (Infrastructure)

5. Discussion
Students are to select one challenge from the discussion in the previous sections. This
section will provide an in-depth discussion about this challenge and the implications to the
firm

6. Conclusions and recommendation(s)

Students are to sum up their analysis and propose any recommendation(s).

Students are to evidence engagement with course materials and demonstrate further research in
international marketing to inform their application of marketing concepts and theory in the discussion.

The set reading must be consulted and used as a reference and at least (eight) 8 scholarly sources
must be cited in your answer.

ASSESSMENT CRITERIA:

This assessment is assessed according to the following criteria:

  Engagement with the course content

  Depth of analysis demonstrating a good understanding of marketing theory
  Quality of research and incorporating others ideas into an argument
  Clarity and cohesiveness of arguments
  Clarity of writing. The writing must reflect correct grammar and sentence structure;
  References and style of referencing (APA) both in-text and bibliography;

Please refer to the Rubric provided on Blackboard.

FORMAT:

  Report Style format with a table of contents, introduction, body of the report in 4 parts
(Analysis of: Firm, Product, Competitor, & Environments, and a conclusion.
  The Bibliography and Appendices (if you choose to use them) will not be included in the
word count.
  The format must be appropriate professional style including 12 point font with 1 1⁄2
paragraph spacing, with

appropriate margins and headings.

  Referencing style must be APA style – please refer to the GOLD GUIDE