You are required to complete a well thought out and justified International Marketing Plan, which focusses on the practical implementation issues facing the organisation rather than on repeating the course material and theory.
International Marketing and Sales (IMS)
• Task One: You are required to complete a well thought out and justified International Marketing Plan, which focusses on the practical implementation issues facing the organisation rather than on repeating the course material and theory. However, theory should be a foundation which supports and explains why you propose a particular action. You should remember that this is an advanced (Masters) course and your plan should reflect this through high standards of detailed content and the quality of your recommendations which should be fully justified
• Task Two: A 500 word report on the Uppsala marketing model (refer to the brief below).
Case Study – PureGym
PureGym is the UK’s leading gym operator providing low-cost fitness facilities across more than 200 sites. The business was launched in 2009, introducing a flexible model where members pay an average £20 per month and have no contract commitment (PureGym 2018). Most of the gyms are open 24 hours a day and offer a full range of up-to-date cardio fitness equipment, fixed-resistance and free weights. In addition, members have access to more than 50 group classes each week included in their fee.
PureGym positions itself as the customers’ gym of choice at the low end of the market. To this end, PureGym’s facilities only include the essentials: there are no swimming pools or saunas and no beauty therapy options. (HelloGenious.co.uk)
PureGym focus is a great place to work out. Members will only find the things they’re likely to use and only pay for those, too. There are no receptionists or sign-up departments. Instead, PureGym offer online registration and booking service, which gives members 24- hour access to a gym and none of the extras. Perman
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