Assessment Content
By selecting and applying a variety of models, frameworks and/or theories (excluding PESTLE & SWOT, but including Generative AI), you must create a valuable ‘Born Global’ business opportunity for a product or service of your choice and develop an international market entry strategy for this product/service which identifies twooverseas target markets: one inside the EU and one outside the EU. The business opportunity must be based in the UK.
You must explain and justify the rationale for the product/service you have chosen and the size and scope of the opportunity.
You must determine and justify which target markets would be the best to enter, but these could be on a sub-national (eg city/state), national and/or regional basis.
You must also determine and justify what market entry strategies and marketing approaches you would employ in these geographic markets.
You will need to produce a 10 minute video (+/- 10% time) which explains your reasoning and solution, and justifies your decisions.
Work individually or in pairs or in groups of three.
Each group member will get the same mark for CW2.
Harvard referencing to be used throughout the video, as appropriate.
The process you will need to follow:
1. Research/develop appropriate products/services (eg features/benefits, competitors etc)
2. Research/develop appropriate markets (eg size, growth, customers etc)
3. Research countries/regions (eg finance, culture, ease etc)
4. Critically synthesize, analyse and evaluate your information
5. Create a valuable ‘Born Global’ business opportunity for a product/service of your choice
6. Decide on and justify two target markets to enter:
– one inside EU and one outside EU
7. Explain what market entry strategies you would use, why these are appropriate and how you would apply them
8. Demonstrate what marketing mix you would use and how you would implement this
9. Explain your reasoning & justify all decisions
