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Global Marketing – Structure Assessment II :
Individual Summative Assessment II
Individual new markets opportunity marketing plan. (MS Powerpoint).
In the report, learners must analyze an existing geo-market for a chosen brand/product/service and through the application of appropriate analysis, models and approaches, such as from PESTEL, STP, value chain interconnectedness and operations, sustainability through CSFs (Mullins 2011), Porter, Ohmae, McCarthy, Ansoff and the BCG/PLC, they must critically evaluate a new market(s) for expansion internationally. The analysis will uncover commonalities and differences between the existing and new market(s) and will lead to the formulation of objectives, strategies and measures which could lead to a successful expansion opportunity (Up to 25 slides, not including title, ToC, divider and bibliography slides. No appendices will be permitted).
However, the slides will not be physically presented. This means the slides must be analytical and detailed enough in their content, yet clear, concise and understandable if picked up by the executive directors of the brand you select and would be to able to understand the rationale and direction of your expansion opportunity, without you physically explaining it to them verbally.
1. Introduction: Purpose of the paper
a. Focus on Brand/Product/Service (mention/introduce Holding company)
b. Core Formal/Actual/Augmented (CFA) Analysis
2. Brand/Product/Service in context of PLC/BCG/ANSOFF
3. Market Analysis
a. Existing macro market
i. Volume (market universe)
iii. Socio-economic/Political legislative/Ethical, Environmental / Technological Trends (PESTEL)
b. Micro market
ii. Segmentation (Geographic, Demographic, Psychographic, Behavioural) /Targeting (Profile, Persona, Portraits) / Positioning (Attributes, Perceptions)
4. Competitive analysis
a. Competitiveness (6 forces as an example)
b. Existing markets / New markets (Similar to TOWS)
c. Selected markets and value chains – How you’re delivering (Via model application such as Uppsala for eg.)
d. Competitive advantage / Unique Selling Point
e. Aim / Objectives
Don’t forget to mention the references/sources where all the information is coming from.
At leas FIVE models must be used that include these:
– International or Product Life Cycling
– BCG – Boston Consulting Group Matrix