Prepare an Outline Marketing Plan for a Foreign Brand, for Entry into an International Market: International Marketing Report, SMU, Singapore

International Marketing

Prepare an outline marketing plan for a foreign brand, for entry into an international market The brand is not limited to any particular sector and not limited to a Singaporean brand.  It can be any brand from any country and this brand will enter any country that it is not currently found in.

Differences between home and host country is important

Assessment Guidelines Part One:

1. Evaluation of selected target market gained via secondary research

2. Suitability of market entry recommendations

3. Suitability of marketing strategy recommendations

4. Appearance/layout of the report and referencing

5. Understanding and application of international marketing concepts and techniques gained from engagement with scholarly literature

Assessment Guidelines Part Two: 

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). If you wish to contact any organization, then the explicit prior permission of the module co-ordinator must be obtained.

Appendices of not more than 500 words may be attached. Such appendices must contain supplementary information only and should not be used to circumvent the word limit.

INTERNATIONAL MARKETING
Assessment criteria guidelines

1.Evaluation of selected target market gained via secondary research 10%

• Selected Brand and country
• The opportunity – Market size and growth rate
• Overall suitability towards company strengths and objectives

2. Suitability of market entry recommendations

Market entry methods – initial and eventual

• Justifications for each method – how does it fit with the company strengths and objectives for this market

3. Suitability of marketing strategy recommendations

• The generic strategy used – Cost, differentiation, or focus?
• Marketing strategy – your Segmentation, targeting, differentiation, and positioning
• Are you planning on standardizing or adapting your strategy for this country market? Why?

4. Suitability of marketing mix recommendations

• Product
• Price
• Place –
• Promotion
• How is your 4Ps different from your home market (if any)

5 . Appearance/layout of the report and referencing

6. Understanding and application of international marketing concepts and techniques gained from engagement with scholarly literature