Title and course code
International Marketing (AMIM 700)
2 (Group Assignment)
Effective from: February 2018
Term & Year
Term 6 2020
In this assessment your group will to take the role of external International Marketing consultants and write a report addressing four (4) key areas. The assessment tests your understanding of the cultural environment of global markets, your ability to assess global market opportunities, your ability to recommend appropriate modes of entry, and your ability to develop an overall marketing strategy for a product and/or a service. You are also required to choose a suitable foreign market (preferably an emerging market) for your client to enter, and then select an appropriate foreign market entry strategy for that market, encompassing choice of a target market and relevant marketing mix decisions.
Please refer to the marking schedule to know what is expected of you for this assignment. The assignment has to be submitted on Moodle using the TurnitIn link
Your group has to initially select a New Zealand business for this assignment.
Scenario for this assessment:
Your group has been employed as external International Marketing consultants for your chosen New Zealand business. The business you selected has hired you to prepare a detailed report which they intend to use as a blue-print for international expansion. The report is to cover the following issues:
- A shortlist of FOUR (4) possible emerging markets (countries) and the selection of a preferred country to enter. For example recommending Gough Group’s equipment to China.
- A description of the specific nature of the opportunity focusing on market size /estimation of demand, competition and consumer tastes and preferences.
- An appropriate entry strategy for the overseas market you have chosen for your New Zealand business, whether exporting, licensing, franchising etc. Your discussion should include a clear justification of your chosen mode of entry.
- The global marketing strategy your New Zealand business should use for their good(s) or service(s) with particular focus on the standardisation-customisation aspect.
Ensure your discussion includes addresses strategic marketing aspects especially:
- Appropriate marketing mix.
- Long term international expansion.
You have been requested by the Marketing Manager of the New Zealand business that has employed you to relate the theory of International Marketing to their business as much as possible in order to increase the relevancy of your report for their staff. In particular you are requested to discuss any potential cultural problems with the business’s products
Your report length should be between 2500 and 3000 words for this assignment. The following are some expectations from you as a group regarding this report. This is a guide as to what your group should include in your report.
Purpose and background
This section should identify to the reader the aim and purpose of the report (why you are writing the report) and the broad aims of the project.
This section should provide the reader with a brief background of your chosen organization, chosen products and chosen markets.
Discussion This section should address the following four topics:
Topic One: A market selection decision, based on a shortlist of four (4) markets and relevant criteria.
Topic Two: A description of the specific nature of the opportunity identified, focusing on market size/demand estimation, competition and consumer tastes or preferences.
Topic Three: Selection of an appropriate entry strategy for a preferred overseas country for the chosen New Zealand business.
Topic Four: A discussion of the global and strategic marketing approach the New Zealand business should use in the chosen market.
This section should provide the reader with a concise (logical and accurate) summary of all the main issues from the main body with no inclusion of any new ideas. Conclusions should only be based on material presented in the report.
This section should provide a very concise set of recommendations for the CEO of your chosen company to help her or him to deal with any international marketing issues if the company were to enter the international market and achieve their objectives.