Recommend a product or service and a country and provide a macro-environmental analysis (PESTEL) explaining the possible opportunities as well as threats your client could face within the market of your recommended country and provide possible solutions
You are a senior marketing consultant working for Costa Coffee UK. The company wants to enter a suitable country with their product and service. Your task is to produce a report on their behalf answering the following questions:
- c. (30%)
- Critically assess three modes of market-entry that could be suitable to your client. Out the three options, make a recommendation with justification as to the most appropriate one. (20%)
- Applying the concepts of market segmentation and targeting critically evaluate the potential target market of your client. (20%)
- Applying Porter’s generic strategy, explain how your client could gain competitive advantage by adopting one of the generic strategies in your recommended market (20%)
The remaining 10% of marks will be given for overall structure, presentation, synthesis and general use of wider reference
Recommended structure of report
General summary of nature of report, Key findings and recommendations and should NOT be more than a page.
Main aim(s) and objectives of the report. Also introduce and orientate the reader as to the content and what the report will cover.
This is a country specific analysis of all the factors. Also cover the major opportunities and threats that the company could face in your chosen country as well as possible solutions to such threats.
You will need to critically explain the main market entry modes including but not restricted to Strategic Alliances, Mergers and Acquisitions, FDIs etc. Then choose one option you deem to be most suitable to your client with justification of choice.
You will need to critically explain the meaning of Market segmentation and Targeting in general terms and show how your client could target its customers effectively. Also explain the potential target customers with justification.
Porter’s generic strategy
First of all, explain Porter’s generic strategies. Choose one of the generic strategies and critically analyse why it will be the best suited strategy for your client to pursue within the chosen market compared to the other generic strategies.
Summarise the key points you have covered. You do not need to introduce anything new
Appendices (if any)
The word count excludes the executive summary, conclusion, introduction, References and Appendices
Students are to use wider range of resources from peer reviewed academic journals as well as books and other academic databases such as Mintel, EBSCohost, ProQuest etc.
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