ASSIGNMENT QUESTION You are employed by an organisation with an established product, service or brand which currently only operates at a national level. Your manager has asked you to evaluate the potential for your organisation to expand internationally.
ASSIGNMENT QUESTION You are employed by an organisation with an established product, service or brand which currently only operates at a national level. Your manager has asked you to evaluate the potential for your organisation to expand internationally.
February 13, 2021 Comments Off on ASSIGNMENT QUESTION You are employed by an organisation with an established product, service or brand which currently only operates at a national level. Your manager has asked you to evaluate the potential for your organisation to expand internationally. Assignment Assignment helpN.B- It is strongly advised that you prepare an additional 500 words background related to your organisation’s marketing. This can be applied within the body of your assessment, but does not constitute part of the 1500-word count. This background should include a PEST analysis of your chosen target market and a full desсrіption of the product, service or brand you intend to base your research on. Task One- Prepare a report detailing an analysis of the Segmentation, Target and Positioning (STP) strategy you intend to focus on in your chosen country. This must demonstrate comprehensive research and be supported by statistics and theories from key referenced sources. (30 marks) Task two – Investopedia defines glocalisation as “a combination of the words ″globalization″ and ″localization.″ The term is used to describe a product or service that is developed and distributed globally but is also adjusted to accommodate the user or consumer in a local market”. Once the STP is clearly analysed, evaluate the extent to which a standardised, adapted or “glocal” approach will be recommended in your chosen international market. (30 marks) Task Three- Focus your answer on the organisation’s Pricing P strategy in your chosen country. (40 marks) ASSESSMENT CRITERIA Task One assessment criteria: • Knowledge and Understanding- Critically evaluate your chosen company’s STP strategy in the new international market. • Knowledge and Understanding- Drill down into your company’s exact target market in your chosen country. This should include a range of factors such as age, income, socio-economic grouping, gender, life cycle and behaviour (this is not an exclusive list). • The ability to engage in analytical analysis. Students should draw a clear positioning diagram showing where your organisation intends to position themselves in the new market compared to key competitors. Task Two assessment criteria: • The advantages and disadvantages of standardisation and adaptation should be clearly identified. • The rationale behind the choice of standardisation and adaptation should be clearly analysed. • Concise explanation of “glocal”. • Glocal strategies should be applied and evaluated in regard to your chosen organisation and international market. Task Three assessment criteria: • The pricing element of the marketing mix (4Ps) needs to be analysed and applied, taking into consideration the effectiveness of this strategy. The following models must be included in your answer – Market penetration/ skimming/ neutral, price sensitivity (elastic/ inelastic demand), a range of pricing strategic options. (This is not an exclusive list).

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