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Briefly introduce the country of your choice and analyse any three internationalisation strategies to be used.

These companies are exploring options to expand their offerings internationally to one other country where they currently do not have any presence (authorised or otherwise).

The student presenter will choose the company and country of their choice. You are not allowed to choose the home country of the company or anywhere it has a presence.

ASSESSMENT TASKS

Task 1

A. Briefly introduce the country of your choice and analyse any three internationalisation strategies to be used.

B. Specify the ideal target market segment(s) in the host country.

Create three marketing SMART objectives.

C. Create a visually pleasing mock-up advertisement to be displayed on a social media platform of your choice. Justify your choices in the mockup using theories and models.

READING REQUIREMENT

  • Kotabe, M. and Helsen, K. (2022) Global Marketing Management (9th edition). Hoboken: John Wiley & Sons, Inc.
  • Kotler, P., Keller. K.L., Chernev, A. (2025) Marketing Management (17 th edition), Hoboken NJ: Pearson Education.

You may also supplement your readings with books, journals, and other articles from authoritative and established sources of information

Slides

Using Canva to create ads

S1: Title slide: student details and assessment details, with the name of the country and company chosen

S2: Task A attractiveness of the country -  a brief political and economic analysis could be used and present key facts such as GDP, inflation rate, population characteristics, population size etc. Cite your data. Be brief here. There is no need for a full PESTLE analysis here. When presenting choose the key facts and not all facts need to be presented. (1 minute)

S3: Task A internationalisation strategies – include any 3 of the the following models: (1 minute)

EPRG model, internationalisation approaches (Shower or waterfall approach), mode of entry (exporting, licensing, joint venture etc), Standardisation, adaptation or glocalisation (this is one model).

S4: Task B Targeting: state target market(s) including targeting strategy. (30 seconds)

S5: Task B - Objectives – state 3 SMART objectives. No breakdown needed of what is specific, measurable, achievable etc, or need  to justify here. (1 minute)

S6: Task C - Mock-up – create an ad (using AI tools and Canva or a photo-editing software/app) for a social media platform in the country chosen and appropriate to the target market. Link mockup to 1 or more of your objectives earlier. Mockup must be visually pleasing and not a random collection of pictures on a Powerpoint slide. Mockup Ad could be in the language spoken in the country along-side English translations. Prices would need to be localised. Include CTA’s etc. You will need to orally state/verbalise your choices made in the ad using models and theories such as colour psychology, ELM, AIDA, content type theory etc (1 minute 30 seconds)

S7: Reference list – Harvard format in chronological order. You must include all citations used, the reading requirement list in the assignment brief plus any additional authoritative sources used.

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Important Information for Students

This assignment asks the student to create and present a short proposal for a company looking to enter a foreign market where it does not currently operate. The student must first choose a company and a host country. The selected country cannot be the company’s home country or a market where the company already has a presence. The presentation should consist of seven slides and demonstrate a grasp of international marketing concepts backed by academic sources.

  • In Slide 1, the student should introduce the presentation by stating the selected company, the host country, and the student`s details along with the module information. 
  • Slide 2 should provide a brief explanation of why the chosen country is appealing for expansion, focusing on key political and economic indicators like GDP, inflation, population size, and demographics. This information should be clear, supported by reliable sources, and used to illustrate why this market could be a good fit for the company.
  • In Slide 3, the student must discuss three internationalization strategies or models that could assist the company’s expansion. These could include the EPRG model, entry modes such as exporting, licensing, or joint ventures, and internationalization strategies like waterfall or shower approaches, or the choice between standardization, adaptation, or glocalization. The analysis should explain how these strategies relate to the company entering the selected country.
  • For Slide 4, the student needs to identify the ideal target market segment(s) in the host country and briefly outline the targeting strategy. This should clarify who the company intends to reach based on demographics, lifestyle, purchasing behavior, or market needs. 
  • Slide 5 should present three SMART marketing objectives for the new market. These objectives must be realistic and measurable, but they do not need detailed explanations on the slide.
  • Slide 6 requires the student to create a mock advertisement for a social media platform relevant to the host country. The advertisement should be visually appealing and culturally suitable, including localized pricing, language considerations, and clear calls to action. The student should explain the creative choices behind the advertisement, referencing marketing theories and models such as AIDA (Attention, Interest, Desire, Action), the Elaboration Likelihood Model (ELM), color psychology, or content type theory, and demonstrate how the advertisement aligns with at least one of the previously stated objectives.
  • Slide 7 should include a complete reference list formatted in Harvard style, arranged chronologically, and encompassing all sources cited throughout the presentation. The references must cover the main textbooks mentioned in the brief (Kotabe & Helsen, 2022; Kotler, Keller & Chernev, 2025) as well as any other credible academic books, journals, or authoritative sources used to support the analysis.