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International Marketing Planning


Words : 3000


International Marketing Planning

Prepare solutions for international marketing problems through the application of knowledge and understanding of relevant theory and practices.

Method of assessment
Presented as a 3,000 (excluding content list, appendices, and reference list) word report that covers the learning outcomes.

Required tasks
Brand: Twinkie https://en.wikipedia.org/wiki/Twinkie
Type: Snack cake
Company: Hostess Brands, Inc.
Place of origin: United States America
Entry to chosen market: Singapore
   •   The plan must include a brief analysis of the market to assess its level of attractiveness for your chosen brand, a detailed discussion on the relevant areas of the international marketing mix, a comprehensive justification of your recommended marketing strategy and method of entry / operations.
   •   The selected brand must be suitable for distribution via a supermarket, department store or similar outlet and NOT via online only distribution channel
   •   It is anticipated that the assignment can be completed from public sources of
information (e.g. databases, annual reports, press reports, websites, and promotional literature, etc.); if you wish to contact any organisation, then the explicit prior permission of the module co-ordinator MUST be obtained
   •   The company can be a large or small multinational, global or multi-regional company
   •   The suggested outline international market entry plan:
   •   Justification and evaluation of selected market via SWOT analysis (20%) [LO1]
   •   Suitability of international marketing objective and strategy (10%) [LO1]
   •   Suitability of international segmentation, targeting and positioning (20%) [LO1]
   •   Suitability of market entry recommendations (10%) [LO1]
   •   Suitability of marketing mix recommendations (20%) [LO1]
   •   Presentation, structure and referencing (10%) [LO1]
   •   Overall impression of understanding of international marketing concepts and techniques
   •   gained from engagement with scholarly literature (10%) [LO1]




Recommended book to reference:
Guide for Developing an International Marketing Plan (Cateora, Graham, and
Gilly, 2019; Ghauri & Cateora, 2014; Ghauri & Cateora 2010)







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