MG626: 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. Strategic Marketing assignment
Module / Subject / School:
MG626 Strategic Marketing
Bucks New University
Requirements:
Assignment Task: You are a senior marketing consultant working for Ashanti Marketing Solutions (AMS) Limited. You have just been commissioned by a company that wants to enter a suitable country with a new product or service. The problem is that, they do not know the kind of product or service to offer within the country you will be recommending.
The assignment brief requires that you understand your role as a consultant of Ashanti Marketing and choose the following for your assignment:
1. A company to represent (local or International)
2. Choose one International Market they want to enter
3. Choose a country of origin where the company is currently based
4. Choose a new product or service they want to launch to the international location you have chosen
Please bear in mind that you are not expanding Ashanti Marketing internationally, you work for them and are generating a well-researched report for an external client.
All the theory that you apply within the report must relate back to the company you have chosen and how the external environment and market conditions of the country you have chosen affect their business.
An account of just the company research, or just academic theory without relation to one another will not be sufficient to get a passing mark.
Word limit above or below 10% of the 1500 word limit is allowed.
Task 1: 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. (30%)
1. This will require a theoretical knowledge of all aspects of the PESTEL model academically as well as an understanding how these relate to the international market and company of your choice. For example: The impact of the political stability of China on companies such as Unilever who want to launch a new product in China.
Task 2: 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%)
2. This needs to include modes such as Joint Ventures, Franchising, Multinational Companies, Partially Owned subsidiaries etc. You are required to briefly mention the pros and cons of all three methods, and then make a recommendation for your company for one mode of entry, justifying it by relating the pros and cons to your chosen company:
3. Mode 1 – pros & cons
4. Mode 2 – Pros & cons
5. Mode 3 – Pros & Cons
6. Recommendation for chosen company
Task 3: Applying the concepts of market segmentation and targeting critically evaluate the potential target market of your client. (20%)
7. You are required to have a sound understanding of the theoretical concepts of segmentation, targeting and positioning
8. You are expected to define and justify the ideal target market (age, gender, income, demand patterns, living conditions etc) for the new product or service launching in a new market based on research you have conducted about demographics, psychographics etc, for the new location.
Task 4: Applying Porter’s generic strategy, explain how your client could gain competitive advantage in the new market by adopting one of the generic strategies in your recommended market (20%)
1. Please note that this is NOT the same as Porter’s Five Forces model.
2. Generic strategies include: Cost Leadership, Differentiation, Focus Strategies which have to be in relation to the location and company that you have chosen.
What we score:
75%
Our Writer’s Comment
This assignment tests students on their understanding of the concepts.
Based on the assignment requirements provided, here are some comments to help students score well on this assignment:
Task 1: 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.
- Ensure that you choose a company, international market, country of origin, and a new product or service that align well with each other. The coherence between these choices will make your analysis more convincing and feasible.
- While explaining the PESTEL factors, remember to demonstrate a clear understanding of how each element can impact the specific company you have chosen and its product/service. Make sure to provide relevant examples and insights to support your analysis.
- Offer practical and feasible solutions to the potential threats identified in the market. Solutions should be tailored to the chosen company and its objectives, and they should demonstrate your ability to think critically and strategically.
Task 2: Critically assess three modes of market-entry that could be suitable for your client. Out of the three options, make a recommendation with justification as to the most appropriate one.
- When comparing market-entry modes, provide a comprehensive evaluation of each option’s advantages and disadvantages. Relate these pros and cons to the specific company you are representing and its characteristics.
- Justify your final recommendation clearly and convincingly. Explain why the chosen mode of entry is the best fit for the company’s resources, capabilities, and objectives in the international market you have chosen.
Task 3: Applying the concepts of market segmentation and targeting, critically evaluate the potential target market of your client.
- Showcase a solid understanding of market segmentation and targeting concepts by defining and explaining them clearly in the context of the chosen company and its new product/service.
- Base your evaluation of the potential target market on well-researched demographic and psychographic data related to the new location. Make sure to provide compelling reasoning behind your choices and how they align with the company’s goals.
Task 4: Applying Porter’s generic strategy, explain how your client could gain competitive advantage in the new market by adopting one of the generic strategies in your recommended market.
- Clearly explain the selected Porter’s generic strategy (cost leadership, differentiation, or focus) and how it can be effectively implemented by the chosen company in the specific international market you have chosen.
- Relate the generic strategy to the company’s strengths, weaknesses, and the market conditions in your recommended country. This will demonstrate your ability to apply theoretical concepts to real-world situations.
General Comments:
- Ensure that throughout the report, you maintain a strong connection between the theoretical concepts and their practical implications for the chosen company and its international expansion.
- Use relevant data, case studies, and examples to support your arguments and recommendations. This will strengthen the credibility of your analysis and make it more persuasive.
- Be concise and clear in your writing. Avoid unnecessary jargon or overly complex language that might make it difficult for other students to understand your points.
- Proofread your work thoroughly to eliminate any grammatical or typographical errors that could distract from the overall quality of your assignment.
- Encourage other students to approach the assignment with a strategic mindset and to think critically about how their choices align with the company’s objectives and the international market they have selected.
Remember, the key to scoring well is a well-reasoned, well-researched, and well-presented analysis that showcases your understanding of marketing concepts and their practical application in real-world scenarios.
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Sample Assignment
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