(Learning Outcome 2) Critically examine how the social and cultural factors of a selected foreign country could influence consumer behaviour towards a particular product or service, and evaluate the strategic implications this may have on the marketing mix.
(Learning Outcome 3) Critically evaluate the various international market entry strategy options available to the company seeking international expansion to a culturally-different destination, and make justified recommendations for the market entry strategy that the company should adopt.”
The assignment is detailed as follows: Taking the role of an international marketing consultant, commissioned by a company (marketing an organisation’s product or service of your choice), prepare a detailed report for the organisation’s marketing director with a recommendation for the company’s next international market (of your choice). Alternatively your choice of destination market may be selected on the basis that international market entry has previously been affected but with little or no success.
NOTE: you required to stay away from products or services that are already well-established in your chosen target country, e.g. Coke to Canada! Please discuss your product/service, market and organisation selection with your tutor, because making an inappropriate selection/pairing may ultimately affect your grade!
As this may be the first time your company will be targeting and entering a culturally very different country, your report must include the following:
A Cross-Cultural Analysis (20%): selecting a cross-cultural analysis technique of your choice from those discussed in coursework 1, demonstrate your understanding of the social and cultural differences between the two culturally different countries you have chosen.
Social and Cultural Factors and the Marketing Mix (25%): examine and explain how the social and cultural factors of your target country could influence consumer behaviour towards your product or service, together with an evaluation of the strategic implications this may have on the marketing mix.
Market Entry Strategies (25%): conduct an evaluation of the various international market entry strategy options available to the company, and present a justified recommendation to the company for the market entry strategy that the company should adopt.
