Part 1:
How does the global environment impact upon the development of an international marketing strategy and also in the selection of an appropriate market entry approach? Also, how might a firm adapt its international marketing mix to deliver a ‘glocalised’ product or service?
Select a firm with which you are familiar, either from direct experience or as a case study, in order to address this question and for the purposes of illustrating your answer.
Your response should be in the form of a written report of between 1,500
The learning outcomes for this assignment are:
• Understand and appreciate the underlying theories of international marketing
• Critically analyse international marketing opportunities
• Demonstrate an ability to formulate and assess international marketing strategies
• Demonstrate an understanding of both the process and the complexities associated with the implementation of international marketing programmes.
Analyse the international marketing implications of the activities of organisations such as the European Union, other regional trading blocs (i.e. NAFTA, ASEAN) and WTO.
Part 2:
You should choose one of the following topics:
• Conduct a PESTLE analysis for a business you are familiar with which is considering expanding overseas
• Prepare an analysis of the Sterling exchange rate volatility for the past five years, its causes and the effects this has on businesses trading internationally.
• Produce a study of the benefits and costs which might result for UK-based firms if the UK were to adopt the Euro instead of it deciding to leave the EU.
In your report you should:
1. Explain the method you have used to research the topic.
2. Present your findings, conclusions and recommendations as appropriate.
Your completed End of Module Project should be in the form of a written report of between 1,500.
