Critically examine a new international market to launch the company’s product/brand.
Critically examine a new international market to launch the company’s product/brand. You have been hired as a consultant for a company/ brand of your choice (choose one category from the following: athleisure wear for men and
women; vegetarian or vegan product line; video game; face or body care for men or women; low/ no alcohol beer). You are required to consider a new
international market to launch the company’s product/brand. The product/ brand origin can be either the UK or any other country market. The new
international market you will consider is your choice. You are strongly encouraged NOT to pick a brand that is globally-established already, such as for example Nike. Identify a new or emerging brand.
The company would like you to advise them on key marketing strategy considerations for launching their product/ brand in this market. You are
required to submit a written report (of maximum 2,500 words) that should have the following content and structure:
Project title, Executive Summary, List of contents (compulsory but not form the word-count)
Introduction (5% of total word-count)
Introduction to the report and brief background of the brand and the new international country market.
Macro- and micro-environment analysis and evaluation of major factors that may impact brand performance in the proposed market most significantly:
Conduct a market macro-environment analysis of a country as a new international market for the company’s product/ brand. The analysis
should cover all components of the macro-environment, and consider its implications for marketing strategy specifically. As a minimum, you are
expected to base the analysis on SLEPT framework, however, the use of PESTLE as an extended framework is encouraged. Identify the
macro-environment factors that may impact the brand’s performance most significantly. Given the focus of the module a key expectation is that your macro-environment analysis will examine cultural environment conditions when analyzing sociocultural component.
Micro-environment analysis should identify up to 3 forces that may impact the product/brand performance significantly, and suggest strategic
steps the company can undertake to mitigate these forces.
The analysis should draw from market/industry reports and academic literature. Going beyond the recommended (core and optional) literature
sources and sourcing additional literature and reports is not compulsory but encouraged. (25-30% of total word-count)
A critical evaluation of culture-based positioning strategy options (GCCP, FCCP, LCCP and hybrid) and recommendation of optimal
strategy and related marketing mix for the brand:
Identify and discuss advantages and disadvantages of each strategy for the brand and make a recommendation of the optimal strategy
appropriate for the selected target segment. Support your discussion with academic literature and findings of cultural environment analysis.
Provide recommendations on how positioning strategy can be implemented in 2 marketing mix elements of your choice. Consideration of
potential implications of the selected positioning on non-target groups is not compulsory but is desirable. (30-35% of word-count)
Corporate social responsibility and ethical marketing considerations
Consider whether and how your proposed strategy contributes to the corporate social responsibility agenda. Evaluate potential ethical risks your
recommendations may pose to company’s stakeholders. Draw on recent examples and academic research.
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