MKT744 Global Marketing & Sales Assignment

MKT744 – Global Marketing & Sales Assignment

The MKT744 Global Marketing & Sales assignment is a comprehensive project that focuses on the strategic and operational aspects of marketing and selling products or services across international borders. The assignment requires students to demonstrate a deep understanding of global market environments, entry strategies, consumer behaviour, and the integration of marketing and sales tactics in a global context.

Assignment Objective

The purpose of this assignment is to critically assess how a company can successfully expand or improve its presence in an international market. Students are expected to select a specific company (existing or hypothetical) and develop a full global marketing and sales strategy tailored to a particular country or region outside the company’s domestic market.

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1. Company and Market Selection

You must begin the assignment by selecting:

• A company (can be local, national, or international).

• A foreign target market where the company is planning to launch or expand.

This choice should be strategic, taking into account factors such as potential for market growth, alignment with the company’s strengths, and current global trends. A rationale must be provided for the selection of both the company and the target market.

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2. Environmental and Market Analysis

This section involves a thorough assessment of the external environment using the PESTLE framework:

• Political – Evaluate trade regulations, political stability, government policies, and international relations.

• Economic – Analyse inflation, exchange rates, income levels, and overall economic performance.

• Social – Understand demographics, cultural norms, values, consumer attitudes, and lifestyle trends.

• Technological – Assess digital infrastructure, innovation levels, and tech adoption rates.

• Legal – Consider legal systems, employment laws, import/export rules, and IP regulations.

• Environmental – Examine climate conditions, sustainability concerns, and ecological regulations.

You must also conduct a competitive analysis, including local and international competitors, to understand the market landscape.

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3. Market Entry Strategy

Here, you will outline and justify the most suitable method for entering the chosen international market. Possible entry strategies include:

• Exporting (direct or indirect)

• Joint ventures

• Franchising

• Licensing

• Strategic alliances

• Wholly-owned subsidiaries

This part should include a discussion on the risks and benefits of the selected method, legal implications, cost factors, and control over operations.

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4. Global Marketing Strategy

This is a core section of the assignment, where you will define how the company will position itself and compete in the international market. It should include the following elements:

Segmentation, Targeting, and Positioning (STP)

• Define key customer segments based on local demographics and behaviour.

• Choose the most appropriate target market(s) within the region.

• Position the product/service in a way that is meaningful and competitive in the local context.

Marketing Mix (4Ps)

• Product – Discuss product adaptation or standardisation, packaging, design, features, and certifications required in the local market.

• Price – Consider pricing strategies (e.g., penetration, skimming, value-based) based on local purchasing power and competition.

• Place – Explain distribution channels, supply chain logistics, and retail/online availability.

• Promotion – Design an integrated marketing communication (IMC) plan that includes both traditional and digital media tailored to local culture and consumer habits.

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5. Sales Strategy and Global Sales Management

In this section, you must develop a clear sales plan, addressing the following:

• Sales Channels – Whether to sell through physical stores, online platforms, B2B distributors, agents, or a hybrid model.

• Sales Force Structure – Whether to use local sales teams, regional representatives, or global account managers. Discuss recruitment, training, and performance metrics.

• Customer Relationship Management (CRM) – Tools and strategies to manage customer data, retention, and loyalty.

• Sales Forecasting and Targets – Provide estimated sales goals, growth expectations, and methods of performance evaluation.

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6. Digital and Technological Integration

Digital tools are vital in global marketing. This section should cover:

• Website localisation and e-commerce platform selection.

• Use of social media (e.g., TikTok in Asia, WhatsApp in Europe) for engagement and brand building.

• Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) strategies.

• Email marketing, influencer campaigns, and mobile marketing tactics tailored to the local audience.

This section should also address data protection laws (e.g., GDPR, local data privacy laws) and the use of AI or automation in marketing and sales.

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7. Cultural and Ethical Considerations

Successful global marketing requires cultural sensitivity. Discuss:

• How advertising and branding will be adapted to local customs, languages, and values.

• Ethical marketing practices, especially in terms of representation, labour practices, and environmental responsibility.

• Avoiding stereotypes or culturally offensive messaging.

This section demonstrates awareness of diversity, equity, and inclusion in global campaigns.

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8. Financial Overview and Budgeting

You are expected to provide:

• A high-level marketing budget, broken down by activities (e.g., advertising, digital, events).

• Cost projections for entry strategy (e.g., initial investment, operational costs).

• A basic ROI (Return on Investment) analysis showing potential benefits of the proposed international expansion.

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9. Evaluation and Measurement of Success

This part includes:

• KPIs (Key Performance Indicators) to monitor the success of marketing and sales efforts.

• Tools for performance tracking (e.g., Google Analytics, CRM dashboards).

• Contingency plans if the market performance does not meet expectations.

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10. Conclusion and Recommendations

Summarise the key points and provide strategic recommendations for future international growth. Reflect on the sustainability and scalability of the global marketing and sales plan.

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Presentation and Referencing

• Use clear headings, subheadings, bullet points, and professional formatting.

• All data, theories, and models must be properly referenced using the Harvard Referencing Style.

• Include relevant charts, graphs, or tables to support your analysis.

• Appendices can be used for supporting documents, research findings, or templates.

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Final Notes

The MKT744 assignment is both strategic and analytical. It assesses not only your understanding of global marketing concepts but also your ability to apply them practically in a real-world context. Critical thinking, application of theory, and attention to international dynamics are key to a successful submission.

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