INTERNATIONAL MARKETING Coursework
In this individual coursework, you are expected to prepare an international marketing strategy document to be presented to the company’s executive board. You need to select a brand from Interbrand’s Best Global Brands list (https://www.interbrand.com/best-global- brands/) The selected brand needs to meet the following conditions:
– The brand is sold in more than three countries.
– The brand is advertised or promoted in more than three countries.
– The brand is a durable or nondurable consumer good or service.
You need to explore the brand’s international (as opposed to ‘general’) marketing strategy and prepare your report accordingly. For example, if you want to discuss segmentation and targeting, you need to do it from an international perspective. The same approach should be used for communication strategies and content. You are expected to focus on more than one country in your analysis, preferably two or more, by keeping the word limit in mind. Don’t focus on a single market and keep your focus broader. The best way of preparing this report is finding facts and numbers about the brand’s strategy and tactics and using theoretical support to explain the reasons behind them.
Please don’t start your report with a SWOT analysis or any other generic, general strategic analysis.
The recommended steps for this coursework are:
· Finding a topic to explore. Specific topics focusing on one dimension of international marketing would be better. Please review KEATS content, textbook, and readings to come up with a topic idea. You can prepare your report around global market entry modes or global marketing communications, for example.
· Determine the countries you want to examine. You need to provide a reasonable justification for why you choose those countries. Also, make sure that there is enough data for those countries around the topic you selected.
· Compare your analysis results across the markets. You can use cross-cultural comparisons or cross-country comparisons.
The recommended sections of the report are as following:
Introduction: Introduce the topic(s) you want to cover in your report.
Background: Give background information about the brand and how the topic you selected is relevant for the brand.
Problem/Opportunity and Objectives: Tell us what you want to achieve with your report. What is your objective? What do you want to accomplish?
Analysis: Share what you do for the analysis. What kind of information did you gather? How do you use them?
Findings: Present the results of your analysis by comparing different markets. Managerial Recommendation: What do you want to say to the executive board? Did you find anything noteworthy? Any recommendations for the brand?
References
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Appendix (Optional)
The report’s word count should be less than 2,500 words, excluding a title page, tables, figures, a list of references, and appendices. You can allocate the words to different sections based on your judgement.
Please carefully use tables and figures. Don’t use tables and figures unnecessarily. You can refer to external statistics instead of putting them in the document.
The Harvard or APA referencing styles are recommended. You can use other referencing styles as long as it is consistent throughout the document. Please make sure that you paraphrase the sentences carefully.
The following evaluation criteria will be used for assessing the submissions as it is detailed in the Marking Criteria document:
o The flow of logic, organisation, and structure
o The richness of the contents in terms of theories, examples, and data
o The quality, credibility, and reliability of data and references
o The interpretation, explanation, and implications of the findings
