Research Report: Market Entry Plan
Format: Written report, size 12 Times New Roman font, 1.5 line spacing. Consistent Referencing style required. A table can be used but should be kept to 1x ½ page max (not included in the word count), appendices (max 5 pages) are also excluded from the word limit.
Purpose: To assess students’ ability to evaluate an international market opportunity and how to best ensure success when entering such market; adjustment of the product, pricing, placement, and promotion to fit the target market (with a focus on deploying ‘new digital technologies’); and, to develop and formulate specific international marketing recommendations based on research.
Learning 1. Discuss and apply knowledge of international marketing concepts and
Outcomes: principles in analysing international marketing issues.
2. Discuss the range of international marketing strategies with which to compete in different country markets.
3. Analyse and evaluate the impact and opportunities of technology when internationalising a business and make recommendations with reference to specific international marketing contexts.
Description: Students are required to provide a concise assessment of the provided case-study by -among other topics described in the case- identifying the main international marketing challenges, addressing these challenges by providing realistic and justified international marketing recommendations.
• Imagine you are hired as the international marketing consultant for Toshimaya. (See Echo360 recording presentation)
• How could you use augmented reality, 3D, virtual reality, social-media and AI when entering the Australian marketplace?
• Evaluate the country market settings and assess the potential of using digital marketing approach.
Remember to support your findings, arguments and recommendations with academic peer reviewed sources, market research, magazine articles and business/industry media. The focus is a comprehensive market entry plan.
Suggested Part 1. Executive summary. Written once the entire report is completed and
structure: ready for submission! What are the core findings and subsequently the vital recommendations? Approximately 200 words. Part 2. Analysis & Research: What are the main opportunities and challenges for the firm in the chosen country (Australia) and in relation to the recommended technology approach?
Base your report on a few core ideas (2-3) in each section supported by research (databases, journals and other industry data). Make sure you are drawing ideas from the literature to get some depth, giving both sides of an argument and use industry data to justify. Approximately 800 words. Part 3. Evaluation and recommendations: What are the main recommendations that have the most influence on the international marketing for this firm, its products, and its customers (consumers) in the selected market? What international marketing strategy and digital marketing activities might work best and why? For example: provide clear tangible recommendations in relation to customer insight, customer demand and behaviour, potential product and service modification, branding and labelling, distribution, positioning of the brand, price and or promotions. Obviously, you cannot discuss everything, so make decisions related to the international marketing activities that you think are the most critical within the given context. Approximately 800 words.
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