Prepare solutions for international marketing problems through the application of knowledge and understanding of relevant theory and practices.
Method of assessment Presented as a 3,000 (excluding content list, appendices, and reference list) word report that covers the learning outcomes.
Required tasks Brand: Twinkie https://en.wikipedia.org/wiki/Twinkie Type: Snack cake Company: Hostess Brands, Inc. Place of origin: United States America Entry to chosen market: Singapore • The plan must include a brief analysis of the market to assess its level of attractiveness for your chosen brand, a detailed discussion on the relevant areas of the international marketing mix, a comprehensive justification of your recommended marketing strategy and method of entry / operations. • The selected brand must be suitable for distribution via a supermarket, department store or similar outlet and NOT via online only distribution channel • It is anticipated that the assignment can be completed from public sources of information (e.g. databases, annual reports, press reports, websites, and promotional literature, etc.); if you wish to contact any organisation, then the explicit prior permission of the module co-ordinator MUST be obtained • The company can be a large or small multinational, global or multi-regional company • The suggested outline international market entry plan: • Justification and evaluation of selected market via SWOT analysis (20%) [LO1] • Suitability of international marketing objective and strategy (10%) [LO1] • Suitability of international segmentation, targeting and positioning (20%) [LO1] • Suitability of market entry recommendations (10%) [LO1] • Suitability of marketing mix recommendations (20%) [LO1] • Presentation, structure and referencing (10%) [LO1] • Overall impression of understanding of international marketing concepts and techniques • gained from engagement with scholarly literature (10%) [LO1]
Recommended book to reference: Guide for Developing an International Marketing Plan (Cateora, Graham, and Gilly, 2019; Ghauri & Cateora, 2014; Ghauri & Cateora 2010)
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