This assignment is an individual report, not an essay. Its a global marketing plan for Petrobras. Petrobras decided to seek growth opportunities and now considers
expanding (further) into the global marketplace.
A first screening of international markets led to a short list of potential target country markets. The board
of your company is asking you to develop a global marketing plan for one of those countries. Your
plan will help the board to make a final decision about which country to target ultimately. The maximum word count for this assignment is 2500 words. Please do not go past 2500 words for this assignment (excluding references).
Choose one country provided below. Petrobras should not already be operating in the country you are selecting. 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. The report should include information
on the potential target markets’ macro- and micro-environments; recommendations on the market entry
strategy and target customer; and recommendations on how to adapt (or not adapt) the marketing mix for this
country’s market. It should also include an invest – not invest recommendation. Do not consider
costs/budgets.
COUNTRY LIST TO CHOOSE FROM:
Developed Economies
▪ Singapore
▪ Canada
▪ Japan
▪ Sweden
▪ Australia
▪ France
▪ UK
▪ USA
Emerging Economies
▪ China
▪ India
▪ Russia
▪ Brazil
▪ South Africa
▪ Poland
▪ Turkey
▪ Mexico
Suggested Structure of the Final Report
Title page naming the company and the one international country market you chose
Executive summary (ca. 150-200 words, included in the word count)
– Introduction
– Brief Summary of the Company: Introduce your company by summarizing the main insights from
your analysis in Assignment 1.
– External Analysis of the International Market: conduct an external macro and micro analysis of the
international target market
– Global Market Strategy: market entry strategy, target customer segmentation
– Global Marketing Programme: standardization versus adaptation of the marketing mix – the level
of glocalization
– Conclusion: Recommendations (whether or not to invest in the target market)
– Bibliography
– Appendix (if needed)
For the previous assignment, I had a PowerPoint on Petrobras. I have uploaded this PowerPoint. Also, I have uploaded the assignment brief. Please see these materials as they will help a lot in the report. Also, the research in the report should be analysed and not have vague or generic answers as it will affect the overall presentation of the report.
This report requires tables, images and graphics to make it a visually attractive report
You are expected to use secondary sources both industrial and academic such as the business press, online
industry reports, global databases and journal articles to investigate the market attractiveness of the potential
international target market and to suggest a marketing strategy/programme for entering the international
market.
Useful Information Sources for Secondary Analysis
The World Bank
The United Nations
OECD
NAFTA
Department for International Development
The Chartered Institute of Marketing (UK) and the American Marketing Association
Chamber of Commerce
Embassies
Trade Associations
Export Councils
The World Trade Organization
Euro Monitor
