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Question 2a. Kotler ( 2012) states, “All good marketing is local. Global companies know this and are going “glocal”. Analyse this theory. 10 marks

3 Module Title International Marketing Innovation and E-commerce

ASSIGNMENT QUESTION

Scenario

You are the international marketing director for an established brand or product. The CEO of your company has ambitions to expand the product or brand into a new international market place. You are requested to prepare a report evaluating the likely success of launch into the new market. In the second part of the report you are asked to consider the impact of consumer buying behaviour on the demand for your product or brand. NB ,You are advised to select an interesting brand or product (where possible avoid Tesco, McDonalds, Coco Cola, Apple and Samsung) and an international market of which you have some knowledge.

 

Question 1. Prepare a detailed micro and macro situational analysis of your chosen international market. 30 marks

Question 2a. Kotler ( 2012) states, “All good marketing is local. Global companies know this and are going “glocal”. Analyse this theory. 10 marks

Question 2b. Examine the advantages and disadvantages of standardisation and adaptation of the marketing mix in international marketing. 10 marks

Question 3. With your findings from question 1 in mind, appraise the extent to which the four P’s of the traditional marketing mix used within the domestic market should be standardised or adapted to meet the requirements of the this new market place. 50 marks


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