Section 1
LO1 Demonstrate an understanding of how marketing contributes to business strategies in an international context.
LO2 Evaluate entry to a selection of international markets and define the key success factors.
Scenario and Activity
Africa is recognized as a main market for companies that wish to take advantage of the large untapped consumer populations in emerging markets. A multinational company in the United Kingdom is specifically targeting African countries with most stable economies to invest such as South Africa, Kenya, Uganda, Angola, and Rwanda. By investing in this huge untapped
market of new consumers in Africa, the multinational company in UK may set the trend for expansion into impoverished areas and by doing so they will boost the economies of emerging markets.
If other companies decide to follow suit, it is possible that these impoverished regions will begin to stabilize and develop in a way that allows them to live healthier and longer lives.
However, the Board of Directors of the multinational company want to have a research report about launching into a stable Africa market. You have been working as marketing manager for the UK based Multinational Company (your
workplace or choose an organization of your choice) and your manager has assigned you and your team the task to produce a report for the Board of Directors focusing on how marketing contributes to business strategies in an
international context and how they can enter any of the listed African markets and be successful in this expansion
Your report should include the following specific tasks and should be answered in the context of your organization
as much as possible: –
- Introduce the chosen organization and then analyze the scope and key concepts of international marketing.
- Discuss the rationale for an organization to want to market internationally and describe the various routes to market it can adopt.
- Evaluate the opportunities and challenges that marketing internationally presents to an organization.
- Evaluate the key criteria and selection process to use when considering which international market to enter.
- Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each.
- Apply the market evaluation criteria, entry strategies and make recommendations for your organization.
Produce a critical evaluation of the international marketing context, including insights into how organizations should adapt their marketing strategies for various markets.
Section 2
LO3 Investigate how elements of the marketing plan can be adapted or standardized across international markets.
LO4 Demonstrate an understanding of how to organize and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.).
Scenario and Activity
The Sales & Marketing Manager informed you that your report on task one to Board of Directors (BOD) has been very impressive and covered most of the aspects which they wanted to look at before launching their products into
the selected Africa market.
The senior management team wanted a presentation on how the marketing plan can be adapted or standardized across international markets and how to organize and evaluate marketing efforts.
You are required to organize an individual power point presentation, which should containthe following:
Present an overview of the key arguments in the global vs local debate.
Investigate how the product, pricing, promotional and distribution approaches differ in a variety of international contexts.
Evaluate the context and circumstances in which an organization should adopt a global or local approach, highlighting the implications of doing so. You could discuss this in the context of your organization.
Determine and articulate in detail how to adapt the marketing mix of a selected organization (your organization.
Explain and analyze the various international marketing approaches organizations can adopt.
Compare home and international orientation and ways to assess competitors outlining the implications of each approach.
Evaluate various marketing approaches and competitor analysis in relation to an organization (your organization, for example) and make recommendations on how it should operate in an international context.
Make recommendations on how organizations should be structured to maximize the opportunity in an international context.
