| University | Singapore Management University (SMU) |
| Subject | Global Marketing |
The Scenario
The company you analyzed for Assignment 1 decided to seek growth opportunities and now considers expanding (further) into the global marketplace. The board of your company is asking you to develop a global marketing plan for a country in which your chosen company does not already operate. Your plan will help the board to make a final decision about which country to target.
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Your task
Focus on the company you analyzed in Assignment 1.
- Choose one country that the company is not already operating Make sure to justify why you believe this country might be a good market for the company.
- Assess the market attractiveness of the one country that you have chosen for your company and offer strategic and tactical suggestions of how to best enter this market.
- Follow the 5-Step Global Marketing Plan Framework. The report should include information on the potential target markets’ macro and micro environments; recommendations on the market entry strategy and target customer; recommendations on how to adapt (or not adapt) the marketing mix for this country market. It should also include an invest – not invest recommendation. Do not consider costs/budgets.
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