Global Marketing Management

Learning outcomes The learning outcomes of this assessment are: Demonstrate a comprehensive understanding of key aspects of global marketing management knowledge through the critical application to a real-world context. Express ideas with clarity through written communication of a professional standard. Demonstrate a critical and independent approach in planning and implementing tasks required to outline the content of an international marketing plan.  Purpose To apply the knowledge gained during this module to a real-word situation, such as the launch of a new product or service by an existing company into a new country. You will learn to critically evaluate industry and academic resources to inform you’re your internal and external analysis. Details In your outline, you must include: Justification of your company & country choice (50 words): In this section, you provide a justification of the company, the product and/or service and the country you have chosen with a clear rationale for each. The choice of organisation could be for a number of reasons including, but not limited to, for example, because it is your place of work, or you wish to work there, or because someone you know works there. Your choice of product and/or service might be because you are responsible for it in your organisation or it is a new product and/or service to be launched in another country, or it is from a different company and you are very passionate about it. As concerns the country, please remember that this needs to be a new country where the company is not yet present. This section will feed into the introduction of your final marketing plan. Internal analysis (200 words): In this chapter, you briefly outline your internal analysis. Aspects such as the preparedness of the organisation for internationalisation (part of the nine strategic windows model and the internationalisation of the value chain), the motives and potential triggers to internationalise, the rationale for internationalisation theory chosen and the proposed international competitive advantage (using Porter’s Diamond, Five Forces model, value for customers and benchmarking). This outline will help you to design the content of the internal analysis section of your final marketing plan. External analysis (200 words): In this chapter, you briefly outline the analysis of the main developments in the Political and Economic environment and the Socio-cultural environment of the country in which the product and/or service will be introduced.  Reference list (excluded from the word count): You are expected to include a list of all the references used in your assignment. These can be academic articles, but also relevant news items or industry reports.