The assessment strategy revolves around two coursework elements.
Country Evaluation – PART A (2500 words maximum)
You will be allocated a country and required to conduct a business environment audit relevant to international expansion to that country. You should conduct a PESTLE analysis for your allocated country, describe and evaluate those aspects of the environment (political, legal, economic, socio-cultural and technological) in the potential global market that are relevant to and, have implications for, developing a marketing strategy.Ideally you should complete a report of no more than 2500 words making recommendations on likely sectors/niche which are potential targets for incoming international firms.
structure
introduction(150 words) (which country you choose, the country allocated, why this is a good fit)
PESTEL(1200 words) (relevant, 3 or 4 concentrate on )
Implications (900 words)
conclusion(250 words) (based on opportunities, recommendations )
Marketing Strategy – PART B (3000 maximum)
Using the country analysis you conducted, you will then complete a piece where you are asked to develop the outline global marketing strategy to that country, for an Irish or UK SME of your choice from an indicative product list. This will include (although not exclusively):
- Justifying the opportunity in the country for your chosen SME (you may need additional research at this stage). Building on the opportunities uncovered by assignment A
- Develop actionable, realistic, measurable international marketing objectives, which are directly in line with the results. These should be adequately justified.
- Design an outline international marketing strategy aimed at achieving the set objectives. In the report, creativity, realism and precision will be rewarded.
- Outline the product modifications (if any), pricing, promotion and distribution decisions along with the key challenges to global expansion for the SME in this market
(It is suggested that an analysis of the information uncovered (for example, building on your PESTLE and a SWOT) may be warranted.