[Solved] MC

Assignment Prompt & Instructions

General:
• 2,000 words (+/- 10%) Report format.
• Do you have a good hierarchy of information (cover page, table of contents, headings,
subheadings that have higher rank than your body text.
• Have you included diagrams, tables, images and/or graphs.
• Do all diagrams, tables, images and graphs have a number, title and source (when required).
1. Introduction
• Introduce the business/product including size and capability.
• Why are you internationalizing?
• Where have they internationalised to so far? (If your company has not internationalized yet,
explain why they have not)
• SWOT of the company based on the destination country.
• Why is internationalization a good idea for the company.
2. International Consumer Behaviour,examine and explain how the social and
cultural factors of your target internationalisation country could influence **consumer**
**behaviour** towards your product or service. This is followed by an overall evaluation of the
strategic implications this may have on the internationalisation process, in relation to the
**opportunities of standardising or adapting** the international marketing of the organisation.
**Note:** It is imperative that you also consider the elements raised in the CW1.
• Based on the point raised in CW1, **analyse the international consumer behaviour** that you
expect in the foreign country of choice. The principles of standardisation v adaptation require
consideration.
• It is important to clearly **define the direct benefits of standardisation for firms**, such as
economies of scale and efficiencies from the learning curve effect, but also to consider the
**indirect benefits that come from consumer perceptions of the consistency** of company
image of the firm and the effect of this on the perceived brand value.
• Factors discovered in CW1 and how it affects consumer behaviour (Use 1 of the 3 models)
• What are the direct and indirect benefits of standardization and adaptation.
• What barriers are there for your product/brand to fully standardize? Use market factors (From
CW1) in relation to the marketing mix.
• Are there competitive forces that will influence the adaptation and standardization decision. **Standardisation v Adaptation – pros & cons**
• Use Maslow or Solomon consumer behaviour dynamics
3. Market Entry Strategies
• Which types of options are available for market entry strategy (include involvement, control and
risk criteria and why they are appropriate at each stage)?
• Discuss your companies required level of involvement, control and risk appetite.
• What are the criteria used for choosing an entry strategy? (Involvement, control, risk,
opportunity analysis)
• Which market entry strategy is best for your brand and what is the benefit for the company?
• What would the benefits be of the chosen strategy?
4. **Conclude with an international marketing mix for the new country**, including
considerations regarding product/branding strategy, communication strategy; the candidate could also
discuss pricing and distribution strategy.
_Summarise your report by proposing a marketing mix for a product that could satisfy the new market_
_conditions. Base your new product mix on the findings from your research. Cover the 4P’s or 7P’s_
• Have you included all 4 P´s or 7P´s if you have a service brand?
• Have you identified all the parts you will standardise an which you will adapt?
• Have you used the course content strategies for your plan under each?
• Does your Marketing Mix take into consideration the cultural differences, the company
capabilities and the market entry strategy?
References and quality
Structure
• Hierarchy of information – Headings, subheadings (different to your
body text). Use of diagrams, graphs, images, tables.
• Have you used Citations for all facts and theory?
• Do you have more than 20 references (academic and topic references)?
• Have you provided a report format?
• Have you used diagrams, graphs, images, tables.