Information about assignment Based on assignment 2, you have developed a good understanding of your client’s products, as well as industry and consumer profiles. You also have made a justified recommendation for one Asia Pacific market to enter. For assignment 3, you will develop an in-depth understanding of your country’s market and competitive environment. This will be the basis for an international marketing strategy that will enable your client to make an informed decision on how to pursue their product, price, promotion and distribution strategy when entering the chosen market. Particulars: ? You will focus on the same product sector/company as in assignment 2 ? You will also focus on the country that you recommended in assignment 2 ? ? Develop and justify an international marketing strategy for your chosen market which should cover the following: ? Objectives ? Market environment summary ? Competitor analysis ? Your client’ market readiness ? Mode of entry ? STPD strategy ? Product strategy ? Price strategy ? Promotion strategy ? Distribution strategy Please note: Above components of an international marketing strategy are certainly interlinked. For example, based on your competitor analysis or your STPD strategy, you may focus on a specific pricing strategy, therefore link back to points you made earlier. Or another example, the objectives might be influenced by your client’s market readiness and the mode of entry.Presentation: Assignments are to be typed, with one and a half line spacing, and a 12-point font size. Please also allow for page margins of at least 2cm each. Overall, adopt a professional approach. Assessment criteria: Summary of the market environment and competitor analysis (max 10 marks each): • Develop an improved summary of the most relevant aspects of the chosen market environment (based on assignment 2 and feedback that you received). Furthermore, develop and critically discuss the Competitive Market environment of the major and specific competitors that operate in the chosen market. (quality of market environment summary, quality and depth of competitor analysis) Critical discussion of the company’s market readiness and proposed mode of entry (max 10 marks): • Critically analyse and discuss the company’s market readiness including a SWOT analysis. Based on this and the market and competitive environment, propose and justify the mode of entry. (depth of analysis, criticality, and justified proposed entry strategy) Development and justification of a STPD strategy (max 20 marks): • Develop and justify a STPD strategy that the company should adopt for the chosen market. This will demonstrate your in-depth understanding of the consumer market in your chosen country as well as the competitive environment. Resultantly you are developing an appropriate segmentation, targeting, positioning, and differentiation strategies. (quality of STPD approach and justification) Development of an international marketing strategy (max 40 marks; 10 each): • Develop and critically discuss an international marketing mix strategy for the chosen market based on your research. Focus on the 4Ps, product, price, promotion, and distribution (place). (quality and depth of international marketing mix strategy, critical discussion of each strategy aspect, and justification) Written report and referencing (max 10 marks): • Paper is written in a report style and structured to support argumentation and readability; contains correct spelling and grammar; within the word limit. Application of the CDU Harvard referencing style guide for in-text citation and reference list. (clarity of report structure, flow and readability, quality of writing, word limit, correct format of references and reference list) • Please note: You need to research appropriate data and resources from a range of credible sources. This can include (but not exclusively) country and government information, industry data and reports, reports from respectable consultancy companies, professional media outlets, as well as academic journals and books. The quality and relevance of the used sources is likely to have a huge influence on the quality of your report. Further important information Product: SODASHI and recommended country is Hong Kong. 1. Introduction (100-150 words) 2. Objectives : like what is the company trying to achieve {100 words) 3. Market environment: Pestle analysis of the country and relate to the company. [400 words] 4. Competitor analysis [400 word] • Key points of porter’s forces and make a tabular form and mention is the power high or low. • Detailed competitor analysis: specify the name of competitor, their market share, their business strategies, and their unique selling preposition. 5. Your client market readiness[200 words] Strength, weakness: of the company Opportunities, threat: in the market 6. Mode of entry: how to enter the market like whether distribution or agent or partnership, exporting or franchise any one of these mentioned. [These [200 words] consider one aspect of marketing channel]. 7. STPD: segmentation : choose 2 to 3 segments [200 words] Targeting: 200 words Positioning: 200 words Differentiation: 200 words What do you want the product to be like in the minds of consumer? 8. Product strategy [400 words] 9. Price strategy [400 word] 10. Promotion strategy [ 400 words] 11. Distribution strategy [400 words] 12. Conclusion [150 words] 13. References [40 to 50]. Note: please write the assignment very good, and include more facts and figures and words you can increase or decrease accordingly.
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