An introduction to the purpose and structure of the report.

Assignment Brief

Task 2, Marketing Plan

As explained in task one, the assessment for the module is an individual assignment which you will submit as two separate tasks.
The second task will contribute 60% to your final module mark and will comprise an international, medium-term strategic marketing plan for the firm that you have analysed in the first task. This task will specifically assess learning outcomes 2, and 3.

Your task two submission should be produced in an academic report format and should include the following:

1. An introduction to the purpose and structure of the report.
2. Present and justify a set of SMART international marketing objectives for the selected country-market, supported by clear justifications linked to your market analysis and findings in Task One.
3. Identify and critically evaluate the suitable options for market entry modes. Then, select and justify the best entry mode that would help your organisation to secure competitive advantage.
4. Identify and discuss potential segmentation and describe your target customer segment(s).
5. Discuss the overall Branding for your company/product/brand in this new cross-cultural setting and establish the positioning in the new market.
6. Present, discuss and justify the marketing mix decisions which would be effective and efficient in reaching your target customer segment(s) and achieving your branding

Sample Answer

International Strategic Marketing Plan for Luminé Skincare: Entry into the Japanese Market

Introduction

This report outlines a medium-term international strategic marketing plan for Luminé Skincare, a premium UK-based skincare brand, intending to expand into the Japanese market. Drawing from the insights presented in Task One, this report defines a structured internationalisation strategy aligned with sustainable competitive advantage. It sets out SMART marketing objectives, evaluates potential market entry options, and develops a marketing mix tailored to Japanese consumer preferences.

SMART International Marketing Objectives

Based on the findings from the market analysis, Luminé Skincare sets the following SMART objectives for its entry into Japan over the next three years:

• Specific: Launch Luminé’s premium anti-ageing skincare line in 50 department stores and online platforms across Tokyo, Osaka, and Kyoto.

• Measurable: Achieve ¥500 million in sales revenue by the end of year three.

• Achievable: Leverage existing UK-Japan trade relations and growing demand for sustainable, organic skincare products.

• Relevant: Aligns with Luminé’s vision to be a leading global skincare brand by 2030.

• Time-bound: Reach profitability in the Japanese market within 36 months of entry.

These objectives are justified by Task One’s analysis, which showed Japan’s ageing population, preference for natural cosmetics, and high per capita beauty spending present attractive growth opportunities.

Market Entry Strategy

Evaluation of Entry Modes:

• Exporting: Low investment but limited control over branding and customer experience.

• Licensing: Reduces risk but may dilute brand identity.

• Joint Venture: Allows shared risk and local market knowledge but limits autonomy.

• Wholly Owned Subsidiary: Full control but high cost and risk.

• Franchising: Scalable but difficult for luxury positioning.

Recommended Mode: Joint Venture

A joint venture with a reputable Japanese cosmetics distributor (e.g. POLA or Shiseido Group) is the most appropriate entry mode. It enables brand control while leveraging local knowledge, regulatory insight, and distribution networks. This option offers a balance between risk and localisation, crucial in a culturally nuanced market like Japan.

Market Segmentation and Target Audience

Segmentation Approach:

• Demographic: Women aged 35–60, urban professionals.

• Psychographic: Health-conscious, status-oriented, sustainability-aware.

• Behavioural: Frequent buyers of premium cosmetics, loyal to brands with clinical efficacy.

Target Segment:

Luminé will focus on affluent Japanese women aged 40–60, who prioritise anti-ageing benefits, product quality, and ethical sourcing. This segment aligns with Luminé’s existing customer base in the UK and responds well to prestige branding.

Continued...